A number of US Gen Z and Millennial consumers are defining their African heritage by embracing the continent’s kaleidoscopic patterns and applying them to both mainstream and counterculture fashion movements. Stylus takes a look at the key influences driving this.
Afrocentric dressing that makes a powerful cultural statement is not new to the US. The Dashiki – a West African printed top popularised in the 60s as a symbol of black political struggles – and Afrocentric rap in the late 80s and early 90s were both pivotal African-inspired style moments.
Current African-influenced dressing is just as socioculturally charged. The black females celebrating Instagram and Twitter hashtags and , as well as the colourism-fighting and , are intrinsically linked to this growing display of heritage pride. For more on this topic see our blog
For more on Afrocentric fashion see: Afropunk: Style Tribe
For more on the people defining themselves by a life that embraces cultural rituals and customs associated with their race or ethnicity, see Culture Guardians, a part of our Consumer Zodiac.