In the Soviet Union there was such a subculture - dudes. Its representatives listened to Western music and dressed as they thought people in the West would dress. Surprisingly, in the African camp of the Republic of the Congo in ours there is its own analogue of dudes - the SAPE subculture. The country of Congo Brazzaville has gained independence from France for fifty years, but its inhabitants still consider their former metropolis an authority in terms of politics, culture and fashion. But this respect is manifested in a very unusual way. There is a colorful subculture in the country called SAPE (“society of elegant people”), whose representatives dress according to french fashion. But this fashion is not modern, but the one that was in the middle of the twentieth century, when the French still ruled the Congo.


However, there are still differences. Today, the colors in clothes have become much brighter, their cut is much more extravagant. In general, by Western standards, this is not fashion, but kitsch. But representatives of the SAPE subculture seriously believe that their clothes are consistent with modern concepts of style.


The “icon” of style for the followers of the SAPE movement was Andre Grenard Matsuua (Matswa), the first Congolese who visited Paris in 1922 and returned to his homeland dressed as a “real French gentleman.” His portraits still adorn the homes of many inhabitants of the Congo. Since then, men have been dressing up in bright costumes, which are a cargo cult for them - this is what the French colonialists looked like in the 1950s and 60s, before leaving the Congo.


Most Congolese fashionistas, in addition to bright colorful clothes, also have “European” nicknames, which have also become a kind of cargo cult: such as Serge “Mercedes”, Benoit “Christian Dior”, Pierre “Rolex”, Jean “Sarkozy”, Xavier “Parker”, etc. .


Creating such a wardrobe costs a minimum of $ 300, which is about 5 months of earnings in Brazzaville. Many men, in order to dress like a Frenchman, take bank loans or, starving, save 10-15 dollars every month.


The representatives of this subculture themselves explain such behavior by the fact that, through such clothes, they compensate, at least for themselves, for the poverty that exists in their native country. After all, spiritual hunger is no less terrible than physical hunger. And the SAPE movement compensates for this very spiritual hunger.

Today's SAPE members consider themselves artists and are respected throughout society. Every weekend, members of SAPE gather in bars and fashionable dance halls, parade through the streets to the applause of passers-by. These impromptu parades have already become part of the city's culture and an expression of love for beauty and protest against violence.

Recently, the fashion blogosphere has been actively developing in Africa, its own fashion designers and fashion life are appearing. Those who still think that Africa is only palm trees and monkeys are in for a big disappointment. Fashionable life in Africa is independent and original, women of fashion follow European fashion with might and main, but dress in a completely different way, designers adhere to the same trends as their European counterparts, but sew in a completely different way. So, let's try to figure out what the magic of Africa is, what kind of African designer he is and what fashion bloggers of this country breathe.

African fashion designers' collections were not easy to find. There are many names, but with photographs it's just a disaster. Luckily, one of Africa's most interesting brands, Tai Adeboyeku Collection, has a Facebook page and photos latest collection spring-summer 2014 are in the public domain.

To be honest, it was not what I expected to see. Classic dresses, strict lines, discreet colors. And no African motifs, variegation, large decorations. Everything is restrained ... but still different. One feels lightness and sunshine even in these simple lines. The images themselves are somewhat reminiscent of retro and fashion of the 20th century.

More African clothes are obtained from Wambui Mukenyi. And again - no shocking or frankness. Classic dresses, discreet makeup, modest jewelry. Here it is, the true fashion of Africa.

These clothes are designed not only for thin models, but also for average African women.

And now from theory to practice. African street fashion.

Let's start with one of South Africa's most popular fashionistas, Amy. First of all, she is a talented photographer and just a bright and interesting person. Her blog fancypantstheblog.com is beautiful pictures, fashion images, and just a girl's dreams of travel and adventure.

The girl prefers well-known European brands, casual style and loves to take pictures home country. We must give her credit, these photos are simply impossible to break away from.

Top: Cotton On | Shorts: Beginning Boutique | Bomber: Zara | Boots: Missguided | Raybans: Sunglass Hut
Bag: Topshop | Bracelets & ring: Vanessa Mooney | Nails: Essie "Waltz"

Motel Rocks dress | Vanessa Mooney bracelet

Zara crop jumper | Beginning Boutique lace shorts | Topshop bag | Rayban Clubmasters via Sunglass Hut | RVCA hat

Nadja Seale has already hit mine fashion reviews, on the topic of the most romantic and gentle images. Almost all outfits of Nadezhda are designed in such a light, airy, slightly fabulous style. It is felt that the girl has great taste and her own style.

Light dresses and floral wreaths are a must for every look. It turns out very feminine and gentle.

Some more European brands and trends from South Africa, Cape Town.

Mr. Price Heels, Adidas Stella Mc Cartney, Sissy Boy Skinny Jeans

Beanie, Jacket, Zara Pants, Jimmy Choo Heels, French Toy Poodle Milla

Beanie, Levi's 501 Jeans, Old Khaki Army Jacket, Marines

This is with regard to current trends and moods of young people. But true African fashion, although gradually disappearing from the streets and fashion catwalks, still exists. This is a riot of colors, motley motifs .. a fashion that cannot be confused with anything. As elsewhere, in Africa there are true adherents of their native motives, most often in small towns.

Black doll, model and stylist from Nigeria, 22 years old.

The girl is very fond of large gold jewelry, jewelry, high heels, and, of course, African motifs in clothes. The girl considers herself a real patriot, and always emphasizes how proud she is of her country.

Summing up, we can divide all fashion bloggers in Africa into 2 camps: those who remain true to their traditions and motives in clothing, and those who look like ordinary fashionistas from America or Europe. The latter are wealthy girls, most often students from big cities. The same goes for fashion designers. Those who make clothes for the masses are not chasing European fashion, but clothes for fashion shows, of course, corresponds to a similar one from other, more developed countries. Nevertheless, one can name a common feature of all fashion designers - this is a craving for retro, monotony, a minimum number of details and simplicity of cut.

Mali is one of the poorest countries in the world, a landlocked state in West Africa. But not everything here is so bad.

For all official events in Mali, they dress in a fashionable way - in clothes from cotton fabric base with a characteristic luster.

So, a fashion show in Africa, the poorest country in the world. Looks very eccentric.

Needless to say, the fashion show was held in the capital of Mali - Bamako.

3. Nothing much to comment on, just watching fashion from Africa. (Photo by Joe Penney | Reuters):

4. Master of Ceremonies backstage. (Photo by Joe Penney | Reuters):

5. Distinguished guests and the press. (Photo by Joe Penney | Reuters):

9. Shiny fashion clothes strongly contrast with the surrounding landscapes. (Photo by Joe Penney | Reuters):

11. Random drivers with great surprise watching what is happening. (Photo by Joe Penney | Reuters):

12. Fashionistas in Africa. (Photo by Joe Penney | Reuters):

13. (Photo by Joe Penney | Reuters):

14. (Photo by Joe Penney | Reuters):

15. (Photo by Joe Penney | Reuters):

16. Models on vacation. (Photo by Joe Penney | Reuters):

17. It was a fashion show in one of the poorest countries in the world. (Photo by Joe Penney | Reuters).

The hottest and most mysterious African continent inspires many contemporary designers to create their own unique collections. African style in clothes conveys the identity and cultural values ​​of this exotic world through luxurious fabrics, colorful colors, prints, various patterns and patterns.

African motifs in modern clothing style

Many designers draw ideas from folklore, folk costume elements.

Fashion shows are not complete without a collection in an ethnic format.

African style has become a bright, memorable and exotic ethno-direction. The light and flowing cut of clothes made of fabrics with fringes, feathers and embroidery creates an exclusive and memorable look.

Ethnic style

- these are dresses and sets of clothes filled with elements national costumes different countries and peoples of the world. The diversity of cultures entails many directions of the ethnic group, each of which brings individuality, unusualness and uniqueness to the costume.

The uniqueness of women is in their versatility and incredibly bright and cheerful this versatility enlivens.

To create an image using ethnic elements, designers are inspired by exotic cultures:

• Russian motives;
• African motives;
• Indian motives;
• Egyptian motifs;
• Greek motifs;
• Indian motives;
• Japanese motives.

The African continent presented in the spirit of a safari. The clothes impress with bright temperament, rich colors, stylish prints.

Elements of African ethnicity are catchy, memorable and expressive. Many fashion houses with great pleasure they work in this direction, creating unique models.

African motifs penetrating the soul of design

African style for designers is a platform for creating unique looks. They draw ideas not only from the landscape and the peculiarities of the life of individual tribes, but also from weapons, life, and the animal world of Africa.

Natural fabrics inherent in local tribes, such as leather, linen, cotton, knitted elements, are painted with geometric patterns. They charge with mood and energy.

The models have a free cut, the shoes are light, like sandals.

Separately, it is worth talking about accessories. Multicolored rows of beads, amulets on leather laces, unusual pendants, leather belts, bracelets made of wood, metal from narrow to wide.

All products are decorated natural stones, animal fangs, feathers, ivory, metals such as copper, gold, silver.

Designers don't recreate traditional costumes African tribes, but use individual details or colors.

Glittering gold and bronze dresses, mini dresses in tribal tones, light floor-length dresses and straight sundresses painted with geometric patterns or animal motifs appear on the catwalks.

Cardigans coarse knit in combination with chiffon tunics embroidered with traditional African patterns.

Handbags and shoes self made complete the images.

Characteristic features of the African style

Modern women of fashion reasonably fill their wardrobe with ethnic outfits, trying not to overload their image.

And if you are one of these fashionistas, and you like the African style in clothes, then pay attention to what diversifies the wardrobe in this direction:

• Clothing is made from fabrics that reflect the culture and traditions of the people. The elements of the costume or its design often reflect the nature of the savannah, contain ornaments used by the tribes to decorate their clothes, utensils and household items.
• The predominance of natural fabrics, finishing materials of natural origin. These can be the furs of animals living in Africa (bison, leopards, lions, gazelles), their fangs, decorative stones, bird feathers, etc. Modern technologies allow you to purchase jewelry from synthetic materials similar to natural ones and practically indistinguishable from them. · Characteristic prints indicating belonging to Africa.
• Sensual images will be emphasized by a catchy scarf with a leopard pattern or a flowing dress similarly painted. But these details need to be balanced with calmer techniques. For example, wearing dress shoes, metal bracelets without elaborate decoration, etc.
• African style will suit all types of appearance, you just have to choose your own colors, shapes and size of the pattern.

Ethnic prints on fabric

Ethno-style involves the use of natural fabrics. African clothes are dresses, tunics, trousers, skirts, vests and other types of clothing mainly made of cotton, linen, silk, leather and their combinations. The predominant colors are sand, coffee, azure. Fabric painting with a memorable ornament or print with the nature and animals of Africa.

African style implies the fashion of the spring-summer season. Drawing on fabric in everyday life stands out for its unusualness. What are the ornaments of local tribes made in bright colors.

African-infused pieces stand out on the catwalks at almost every runway show. Prints are used both blurry and with scrupulous drawing of details. These can be large drawings in the form of savannah landscapes, animal contours, paintings with plant elements, abstraction and geometric shapes, as well as small sketches.

African style elements in modern fashion

African style fills the owners with energy, recklessness, mystery and seductive attractiveness. Women and girls who have fallen under the spell of African motifs create magnificent ethnic images. Using ethnic African motifs, one should know the measure so as not to be vulgarly and clumsily dressed.

The easiest way to give the image an African accent is with jewelry and accessories. These elements are suitable for almost every type of clothing - from jeans and T-shirts to evening dresses.

Use massive necklaces and earrings made of metal, wooden and copper bracelets, pendants and amulets made of claws and fangs, feathers, stones and beads. The simplicity of the style allows you to use its elements in the office and everyday version of the dress.

It will be interesting to look at a sheath dress in brown or pastel shades with a modest finish with an African pattern.

Trousers in combination with a feminine silk blouse decorated with a floral pattern in soothing tones will hide figure flaws.

When going on vacation, it is convenient to take clothes in African ethnic style. Tops, sundresses, dresses, long skirts with colorful prints, shorts and jackets for excursions, flat sandals.

In the off-season, prints with the nature of the hot continent will warm you with memories of summer. Here, denser fabrics are used - wool, linen, leather, knitted elements, fur. Designers offer spectacular fur coats in ethnic style with a leopard pattern, decorated with huge collars, furs, fur haircuts.

African trends in menswear

Although on modern men Ethno-style costumes are much less common than on women, but you can also find unique things in their wardrobe. It can be shirts, shorts, ties, jackets and jackets.

There is also jewelry. Fabric pattern and trim in men's suit much more modest than in the women's, and the colors are more muted. But despite this, African motifs convey ethnic mood, masculinity and originality to the stronger sex no less effectively.

Designers in men's ethnic costume for the correct perception placed the following accents:

• shades of beige - from sand and coffee, to ashy, khaki and olive, as the basis for African motifs;
• azure blue - a shade that emphasizes masculinity, tan, and also this color is combined with most saturated colors;
• white classic - fills the image with freshness and facilitates the perception of other tones, diluting them;
• saturated red as the color of the images on the main fabric;
• sunny yellow - completes the motives of the picture, placing bright spots that complete its perception as a whole;
• colors such as grass green, purple, orange, light green, pink, lobster, turquoise, sky blue and deep black are also used.

In everyday life, not every man will use African motifs in clothes, but for men in trouser suits Designers dilute formality with ornaments on jackets, stylish ties, small patterns on shirts.

Afro look from braids to sandals

When creating a complete ethnic image, one should decide on the direction of style, because in different parts of Africa there are huge differences in costume.

• Study the traditions of the chosen region and select those materials that most accurately reflect them. For example, the skin of a leopard can be replaced with a fabric with a similar pattern.
• Note for yourself what and how the inhabitants wear. Do they prefer capes or loincloths.
• The classic version of Afro hairstyles are braids, dreadlocks and small curls. You can also wrap a bright piece of fabric in the form of a turban around your head.
• On the hands - bracelets and baubles, in the ears - large designer earrings in the form of fangs, bones, feathers of animals and birds. On the neck - several threads of bright large beads or a necklace in the form of soldered rings.
• For parties - decorate the body with abstract designs in bright colors.
• Shoes are flat. These can be sandals and sandals made of leather with an abundance of straps, fringe, beading and beads.

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Looking at dark-skinned fashionistas, I very often catch myself thinking - how beautiful they are! Perhaps the explanation lies in the fact that opposites attract (like negative and positive charges in physics). So naturally fair Slavs like the exotic beauty of dark-skinned women.

But I am attracted not only natural beauty African women, but also their ability to dress. African style is very bright and original. It reflects the ancient culture of Africa, its customs and traditions. This style inspires many talented people. In particular, the legendary French couturier Yves Saint Laurent was the first to draw attention to the African style and in 1967 released his collection dedicated to Africa, using straw, linen, palm fibers as the main materials, decorating the models with wooden beads. It is logical that the model girls themselves were dark-skinned, but in those days their participation in the show was a curiosity.

Modern African fashion borrows a lot from its traditions, but takes into account global trends from the catwalk. As for the dark-skinned fashionistas, they dress in such a way that sometimes they cannot be distinguished from the inhabitants of the United States or Europe. However, this may be due to the fact that many of them receive education abroad, and subsequently stay there to live, adopting a different culture.

However, there is something that unites these fashionistas in the manner of dressing. These similarities are present in most black girls, which leads to the conclusion that African roots make their way out even through the fashion gloss of other cultures.

1. Bright colors

The clothes of dark-skinned fashionistas are full of bright colors. Yellow, orange, red, pink, bright green, ultramarine blue. All juicy saturated shades can be found in the wardrobes of these girls. They often use color blocking. These colors attract attention, energize and good mood. Thanks to this, the images are more dynamic and memorable.

2. Clothes according to the figure

As a rule, dark-skinned beauties have appetizing forms that they do not hesitate to demonstrate in all available ways. First, choosing clothes according to the figure. These are all kinds of sheath dresses (showing the smooth curves of the body), pencil skirts (almost everyone has a leather pencil skirt), skinny pants and leggings. Elastic fabrics that stretch well. Short dresses, skirts, shorts showing endless legs.

3. Bright prints

Apart from bright colors, dark-skinned fashionistas love bright prints. A cage, stripes, peas, flowers, abstraction - it's all the same, if only it was bright. Very often, girls choose a mix of different prints. This is a rather bold decision, and for many such a technique causes conflicting feelings, but the African exotic type of appearance draws out these controversial ensembles.

4. Animal prints

Separately, I would like to say about animal prints: tiger, leopard, zebra python, etc. Apparently, dark-skinned beauties have love for them in their blood since the time when their ancestors hunted wild animals, using their skins instead of clothes. Girls use them both extensively and dosed, in the form of accessories (bags, belts, shoes).

5. Large decorations

Large earrings, rings, massive necklaces, multiple bracelets - all these modern African fashionistas try on with pleasure. In ancient times, their ancestors used jewelry as a way to demonstrate their belonging to a particular tribe. Jewelry was also used to emphasize the rank of their wearer. Now fashionable women try on such jewelry exclusively as decorative elements.

Thank you for attention.