How Raisefashion’s Emerging Designers Are Crafting Brands Rooted in Heritage
The world of fashion is in a state of flux, grappling with shifting tariffs, rising production costs, and increasingly price-sensitive consumers. In this challenging environment, emerging designers are not just participants; they are innovators, compelled to adopt an entrepreneurial mindset to navigate the complexities of today’s market.
The Current Fashion Landscape
The luxury sector, after years of significant growth, is experiencing notable slowdown. According to the 2024 McKinsey Global Fashion Index, we are witnessing a unique shift where non-luxury will drive profit increases for the first time since 2010, marking a departure from the past luxury markups which traditionally accounted for over 80% of industry growth. This evolving landscape demands that emerging designers focus on creative excellence while crafting robust business strategies that align with changing consumer expectations and market dynamics.
The Stressors of Emerging Designers
A 2024 report by the Centre for Sustainable Fashion reveals that over 60% of emerging designers experience intense levels of stress due to financial uncertainty, supply chain issues, and the pressure of maintaining a visible social media presence.
For many BIPOC designers, the stakes are even higher. They face systemic obstacles such as limited access to capital and the cultural pressure of representing entire heritages through their work. The emotional toll of this can be substantial, further emphasizing the urgent need for industry-wide solutions that provide both financial and pastoral support.
RiseFashion’s Masterclass: A Beacon of Hope
In response to these challenges, RaiseFashion’s Masterclass has emerged as a lifeline for many. Now in its third year, this initiative offers selected designers grants ranging from $10,000 to $15,000. Through mentorship and access to an invaluable network of advisors, designers receive the support they need to thrive creatively and commercially.
This year, the program continues to build upon its core pillars of education, mentorship, and access, with an increased focus on fostering creative and commercial longevity. By leveraging insights from its advisory network, a team of seasoned industry professionals, designers can navigate financial landscapes more effectively.
Heritage as a Brand’s Unique Selling Proposition
For brands like House of Aama, Theophilio, L’Enchanteur, and Bach Mai, cultural heritage is not just an afterthought; it is a central tenet of their creative output. Each brand leverages storytelling and innovative technology to deepen its cultural impact amidst ongoing conversations about trade and the economic complexities of independent fashion.
Conversations with Emerging Designers
To gain further insight into how these designers are navigating the intricacies of building businesses rooted in their identities, we spoke with four participants from RaiseFashion’s latest cohort.
Spotlight on Designers
Rebecca Henry and Akua Shabaka, House of Aama
House of Aama, founded by mother-daughter duo Rebecca Henry and Akua Shabaka, intricately weaves narratives of African heritage into its designs, earning spots on runways and in iconic publications such as Vogue.
Navigating External Pressures
"What we’ve established from the beginning is a commitment to local production," says Henry. "We are exploring overseas production due to rising costs, but our focus remains on sustainability and our partnerships in the U.S."
Caring for Mental Health
"Self-care is now a crucial part of our routine," Akua adds, emphasizing the need for boundaries to prevent burnout in an industry that is perpetually fast-paced.
Impact of RaiseFashion Masterclass
"We needed a solid foundation for our brand, and RaiseFashion has provided crucial resources and mentorship," Rebecca shares, highlighting the importance of understanding the full scope of running a business.
Edvin Thompson, Theophilio
Theophilio, founded by Jamaican-American designer Edvin Thompson, is celebrated for its bold designs that speak volumes about cultural storytelling.
Authenticity and Heritage
For Thompson, authenticity means honesty and storytelling. "My Caribbean roots are the anchor guiding everything I create," he asserts, emphasizing the importance of cultural conversation in his work.
Support for Emerging Designers
Thompson highlights the importance of funding and access to resources. "Having an accountant early on can alleviate future stress," he advises.
Dynasty and Soull Ogun, L’Enchanteur
L’Enchanteur, co-founded by the twin sisters Dynasty and Soull Ogun, draws upon their Yoruba heritage and has dressed luminaries like Beyoncé and Jay-Z.
Cultural Influence
"We aim to honor our family’s legacy while staying connected to spiritual practices that keep us aligned with our purpose," Dynasty shares.
The Importance of Community
Soull emphasizes the importance of community in sustaining their brand, stating, "Mentorship provides invaluable insights that prepare us for the road ahead."
Bach Mai
Bach Mai is renowned for his innovative craftsmanship and designs that have captured the attention of stars like Venus Williams.
Vision Amidst Challenges
"It’s a tough landscape out there for emerging designers, but knowing what your brand stands for is essential," Bach reflects on the significance of authenticity in today’s market.
RaiseFashion’s Role
"The RaiseFashion Masterclass has equipped us with tools to explore our brand from every angle, reinforcing our instincts and guiding our strength moving forward," he states.
Conclusion: The Future of Fashion
As the fashion industry continues to evolve, the heritage and authenticity embedded within these emerging brands set them apart from the noise. With initiatives like RaiseFashion, the potential for personal stories and cultural narratives to thrive is brighter than ever. Moving forward, the intersection of creativity, sustainability, and community will undoubtedly shape the future of fashion.
By lifting each other up and staying true to their roots, these designers not only redefine their personal brands but also enrich the broader tapestry of the fashion industry.
