Swedish cosmetic giant FOREO has announced it will sponsor both the African Fashion Week London (AFWL) and African Fashion Week in Lagos Nigeria (AFWN). They will join a long list of other sponsors who have been supporting the premier exclusive African fashion show in the UK.
First created in 2011, the fourth edition of AFWL will take place from August 7-9 2014 in London and is expected to bring together, hundreds of African inspired fashion designers around the world to the English capital for three days of design and design fun.
After launching across African markets late last month, the Swedish brand (FOREO) agreed to sponsor two of the continent’s most celebrated events, African Fashion Week in London and African Fashion Week in Nigeria. This partnership will help the visibility of the Swedish cosmetic giant across the African market.
FOREO has a successful track record in selling fashion accessories in Europe, the US, Australia and Asia.
It now wants to support the growth of the beauty industry in Africa by sponsoring these key events. FOREO sells a wide range of anti ageing beauty products for men and women.
From its Swedish roots to New York, London and Madrid, FOREO has established itself as a truly global brand by revolutionizing the skincare routines of millions of consumers regardless of their background.
The sponsorship of these two events (AFWL< AFWN) coincides with FOREO’s entry into the fast-growing economies of Nigeria, South Africa and Egypt, where the brand sees exciting possibilities.
Through its support, FOREO hopes to gain awareness and consumer engagement while bringing its philosophy of providing beauty solutions that really work to the African continent. “FOREO’s aim is to give new-found confidence through innovative beauty solutions that deliver visible results. With the beauty industry in Africa having achieved substantial growth in recent years, we see great potential and we are confident that we will change the way Africans cleanse their skin forever by bringing the iconic ‘LUNA™ cleanse’ to the region,” FOREO Brand Manager, Teun Hanegraaf.declared.
This years’ grande finale of AFWL will end with a red carpet party during which awards will be given a handful of people who have played a significant role in promoting African fashion in and out of the continent.
More than a hundred designers attended last year’s AFWL from South Africa, Nigeria, Cameroon, Ghana and a host of African countries. Some African inspired designers based out of the continent also attended the three day fashion jamboree that included catwalks and exhibitions.
AFWL organizers are expecting a bigger turnout this year than was the case in 2013. AFWL is a platform which promotes emerging and established African inspired designers by exposing them to a global audience, It is at the forefront of efforts to internationalize the fashion industry in Africa.
Nigerian born London based Ronke Ademiluyi is the founder and CEO of African Fashion Week London