Waridi-Wardah Schrobsdorff is a passionate force in the fashion world - a former top model, mentor, and advocate for African creativity. Born in Kenya and now calling Berlin home since 1993, she has spent over 25 years shaping an extraordinary career in the international fashion industry.

Through Fashion Africa 254 (FA254) and the Mtindo Photography Book, Waridi has dedicated herself to amplifying African talent on the global stage. As a mentor and consultant, she guides aspiring designers and creatives, helping them navigate the industry and carve out their own unique paths to success. But her influence extends far beyond mentorship. Since 2020, Waridi has been a contributor to Vogue Germany, sharing her insights on African identity and fashion. She’s also a member of the Fashion Council Germany, actively shaping the industry. At her core, Waridi is a storyteller, a connector, and a supporter of emerging voices - bridging the gap between African creativity and the international fashion scene with passion and purpose.  

FCG: As the founder of Fashion Africa 254, you work closely with African brands that want to gain visibility in the international market. What are the biggest challenges for these brands to be sustainably successful?

Waridi Schrobsdorff: The heart of African fashion with its roots, practices, and rich layers is unlike anything else in the world - it’s simply magical. This uniqueness comes from the diverse cultures and lifestyles from across the continent; a home to over 3,000 ethnic groups, each with its own traditions and stories to tell.

With the abundance of heritage to share through the designs, sustainability has always been important in sharing these practices. Many African fashion brands, with local artisans, use local materials and resources, showing a strong connection and appreciation to nature. Ethical practices, preserving traditional craft, using natural fibers, and reducing environmental impact are vital to this process. In the end, sustainability in African fashion is like a tapestry woven together. Although logistics have been a major challenge in the process, the designers are working on solutions, of course; with each country taking action to address them.

Which African fashion brands do you currently find particularly exciting and innovative, and what makes their approaches regarding design, sustainability, or cultural authenticity so unique?

Maxhosa Africa is known for its knitwear inspired by Xhosa beadwork - the brand beautifully blends cultural heritage with modern luxury, showcasing the perfect mix of modernized traditions.

Lisa Folawiyo transforms traditional Ankara fabric into elegant, hand-beaded pieces.

Orange Culture challenges norms and highlights individuality with bold, gender-fluid designs and ethical production. This brand challenges norms and highlights individuality.

Sindiso Khumalo. With her bold prints, inspired by African history, paired with eco-friendly fabrics, she gives fashion a purpose.

Tongoro is an accessible luxury brand that supports local artisans in Senegal while delivering effortlessly chic designs.

Kente Gentlemen. By reimagining menswear with handwoven fabrics like kente and bogolan, they showcase the creativity of Africa’s textiles.

Ugo Monge's collections are royal and statement pieces. Each piece features handcrafted details, showcasing local artisans' exceptional skills and reflecting Africa's diverse cultural heritage. 

Which fashion weeks on the African continent, like Lagos Fashion Week, are considered especially influential, and what trends should one keep an eye on there?

Dakar Fashion Week, one of Africa’s longest-running fashion events, showcases the incredible talent of Senegalese and West African creatives. Another influential event is the Lagos Leather Fair (LLF), which features beautifully handcrafted bags, shoes, and accessories that blend traditional techniques with modern design. This event emphasizes organic practices, supports local craftsmanship, and highlights the talent of brands like Zashadu, FemiHandbags, and Maliko while promoting the leather business across the continent.

One of my favourites, The Hub of Africa Fashion Week (HAFW) in Addis Ababa stands out as a boutique fashion week dedicated to Ethiopian designers, celebrating the richness of their weavers and highlighting collaborations with top international designers, with Fashion Africa 254 (FA254) as a key partner. 

To what extent does the topic of sustainability play a role in African fashion brands, and how could sustainable African fashion brands be specifically supported to increase their visibility?

Many African fashion brands often struggle with access to mass production, which leads them to collaborate with individuals and groups in various locations. Nevertheless; they take advantage of the situation wich enriches their storytelling, as each piece they create is woven with complex narratives and cultural significance. It's important to capture and share these stories to highlight the unique processes behind their designs.

Providing support in business development, media exposure, funding, and tailored programs could greatly empower these brands, acknowledging the distinct ways they work and create on the continent.

What opportunities exist for German and European organizations to specifically promote African fashion brands, whether through investments, strategic partnerships, or support in accessing international markets?

German and European organizations can support African fashion brands by investing in both established and emerging designers to support and work them through the process. Strategic partnerships, such as co-branded collections or collaborations, can enhance visibility in European markets.

By supporting African brands at international fashion events and on digital platforms, these organizations can expand their reach, while mentorship in areas like business scaling and sustainability would provide essential guidance. Furthermore, European trade agencies can offer grants and negotiate trade agreements to facilitate the entry of African fashion into European markets.   

We thank Waridi for the conversation and the new perspectives.