Fashion statement: Brand has it sewn up in Africa

25 : 04 : 2012 Ivory Coast : Fashion : Laurenceairline

Ivory Coast – Fashion brand Laurenceairline has worked with the people of Africa’s Ivory Coast in an experiment to discover how fashion and ethnic cultures can collaborate and boost local economies.

To help create its autumn/winter 2012/2013 menswear collection, Laurenceairline set up a workshop and atelier in Abidjan, where most inhabitants still do not have access to education. To boost local people’s prospects, the brand hired Ivorians and trained them in the art of couture sewing.

All parts of the collection were created on-site and a percentage of the profits were re-invested into the project to further the brand’s cause. The brand drew inspiration from Japanese and Scottish culture, juxtaposing patterns and textiles from the two countries to create bold, statement pieces.

Fashion brands are continually turning to more ethical means of production. Find out more in our Fashion Futures macrotrend.

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