From Maxhosa to Odio Mimonet, African designers to shine at AFRA World Fashion Confluence
In the glittering landscape of Dubai’s luxury scene, African design is finding a powerful new voice through a one-of-a-kind alliance.
When Lulu Shabell steps into a room, possibilities seem to unfold around her. The founder and CEO of Lulubell Group doesn’t just connect people—she connects worlds. This April, as Dubai prepares to host some of fashion’s most influential figures, Shabell has organised an ambitious convergence – one which will bring a carefully curated collective of African luxury designers to the prestigious AFRA World Fashion Confluence.
The 2025 edition of AFRA, themed “Echoes of the Oasis,” will transform the iconic Mandarin Oriental Jumeira into a vibrant crossroads of culture, craft, and couture from April 23-26. Unlike traditional fashion weeks with their frenetic energy and fleeting encounters, AFRA offers a more intimate experience—where exhibitions, conversations, and direct access to designers turn luxury events into journeys of discovery.
What makes this partnership particularly significant is its timing. As global fashion recalibrates around questions of authenticity, sustainability, and cultural exchange, African design voices are increasingly recognized not just for their aesthetic contributions but for the alternative viewpoints they bring to these conversations.
“It’s a powerful moment when you see the world coming together through creativity,” Lulu Shabell (Pictured above) explains.
“This partnership with AFRA isn’t about standing apart, but about standing proudly alongside others. We’re here to show what collaboration can look like when it’s rooted in mutual respect and shared vision,” she adds.
Lulubell Group’s showcase will feature fashion houses that masterfully blend tradition with innovation and sustainability with storytelling—each one deeply grounded in its local identity yet built for global resonance. This collective represents a powerful cross-section of Africa’s creative excellence, carefully selected to demonstrate the continent’s diverse approaches to luxury. The collective will include:
Aaboux (Nigeria) – Ethically crafted leather bags that fuse innovation with symbolism; Akire (Kenya) – Pioneers of sustainable fashion using repurposed, local materials; Asantii (Rwanda) – Pan-African collaboration producing timeless wardrobe staples; MaXhosa (South Africa) – Bold, culturally rooted knitwear inspired by Xhosa heritage; Odio Mimonet (Nigeria) – Sculptural fashion infused with elegance and heritage; Sarayaa (Senegal) – Traditional African weaving techniques interpreted for modern luxury, and The Cloth (Trinidad & Tobago) – Caribbean textile heritage reimagined through African-rooted narratives.
In a fashion landscape that has long privileged certain centers of influence, this collaboration between Lulubell Group and AFRA World signals a meaningful shift in how and where fashion’s future is being written—not through replacement but through expansion, creating space for more voices at the table.
As Dubai continues to position itself as a nexus point between East and West, North and South, this confluence offers a glimpse into a more inclusive vision of global luxury—one where excellence is recognized regardless of origin, and where the richness of fashion comes precisely from its multiplicity of perspectives.
