Global recognition for the luxurious handmade accessories created by Ghanaian fashion and accessory designer, Akosua Afriyie-Kumi, continues with her latest collection being showcased and retailed by the prestigious Anthropologie stores in the USA.
LoA chatted to Akosua this week to find out more about this prestigious new showcase opportunity for the AAKS brand and what it means for her global marketing strategy, and also to hear about her wonderful new accessory collections.
“For our brand which is so young in the fashion business, this is fantastic news to be stocked by Anthropologie, a mere seven months since launching. This wonderful break will give us a global audience reach which we wouldn’t have been able to achieve in such a short space of time.”
AAKS is a real fit with the global Anthropologie ethos, as each of the beautifully designed and luxurious handmade accessories designed by the talented Akosua Afriyie-Kumi are produced using ethical processes and age-old African craft traditions in Ghana. At the same time, she is successfully building a true African luxury brand that has great appeal with global buyers. Today, AAKS produces highly desirable raffia bags of the finest quality, all lovingly handmade by a women’s cooperative in the northern part of Ghana. She is at the forefront of what is rapidly becoming a resurgent and highly desirable fashion and textile industry in Ghana.
Anthropologie remains an important retail destination for discerning women buyers who look for a curated mix of clothing, accessories, gifts and home décor that reflects their personal style, yet at the same time fuels their lives' passions. What makes Anthropologie different from other retailers is that there is a personal story behind each and every product chosen that is inspirational. The team travels the world, meeting crafters and designers, and visiting the communities where their carefully selected products are lovingly made, and where the stories are passionately told.
Akosua comments on the importance of such retail exposure for the AAKS brand going forward:
“For our brand which is so young in the fashion business, this is fantastic news to be stocked by Anthropologie, a mere seven months since launching. This wonderful break will give us a global audience reach which we wouldn’t have been able to achieve in such a short space of time.”
“We are hoping the exposure will create a demand for basket bags from Ghana and sustainable jobs for weavers in the communities in the Northern Region of Ghana...."
Part of Akosua’s success at AAKS has been her ability to identify a gap in the market for beautifully handcrafted luxury bags that utilise locally sourced materials such as raffia, coupled with innovative contemporary designs that celebrate the traditional art of weaving. She is successfully utilising the abundant wealth of resources in Ghana to fulfill her design dreams, such as textile factories and the creative and highly skilled talent of small weaving communities. Her design aesthetic embraces the traditional techniques such as tie-dye, weaving and batik, all of which are currently being revived on an international level by the world’s leading designers. As a result, her uniquely beautiful handbags are not only highly desirable in the global luxury accessory marketplace, but they are also showcasing local skills, whilst at the same time, pushing the boundaries to support the industry and creating more employment opportunities in Ghana.
Akosua adds: “We are hoping the exposure will create a demand for basket bags from Ghana and sustainable jobs for weavers in the communities in the Northern Region of Ghana. In the bigger picture, we plan on creating handcrafted bags season after season to reach our demand and make raffia bags an accessible product for all. We are also hoping to build a permanent production base in the Northern Region for weavers, to ensure the continuity of weaving as an art form and a technique that can be passed onto the younger generation. We also want weaving to be seen as a source of pride and a major income earner for many in the cooperative.”
This latest global marketing campaign follows on from Akosua’s recent showcasing of the AAKS brand and products at the prestigious Africa Utopia festival held at London’s South Bank Centre. Her collection of highly desirable raffia bags were also included in ethical design brand Shake the Dust’s Africa Calling exhibition at the same festival.
Anthropologie has more than 185 stores throughout the United States, Canada and the United Kingdom, and also retails its curated products on its website: anthropologie.com Check out the beautiful new AAKS collection of bags on the Anthropologie site, or visit the AAKS website http://www.aaksonline.com
Akosua Afriyie-Kumi is the founder of AAKS, a company in Ghana that hand-crafts luxurious handbags from raffia and leather, using ancient weaving skills. Akosua started her business with the goal of introducing the world to her favourite weaving techniques done by the women of Ghana while also creating and igniting sustainable jobs for women. Akosua studied fashion at Kingston University London and she is connected to every stage of the design and production process to oversee and ensure that her company's products are imbued with the spirit and soul worthy of the A A K S stamp.
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