Media Release: AFI Launches AFI PRIVÉ at Melrose Arch
AFI PRIVÉ, the ultimate
pop-up destination for the finest of African fashion collections administered
by African Fashion International (AFI), opens at Melrose Arch, Johannesburg, on
October 28 and will stay open until 15 December 2014.
Providing shoppers with
expertly curated and exclusive ready-to-wear designs and accessories from the
best African brands on the continent, brands currently being carried by AFI
PRIVÉ include Abigail Betz, ADEKO, David Tlale, Habits, Hugo Flear and Joel
Janse van Vuuren, Thula Sindi from South Africa; Ghanaians: Duaba Serwa and
Christie Brown, Ituen Basi from Nigeria, Taibo Bacar from Mozambique and Kiko
Romeo and Kooroo from Kenya.
“As a premier African
fashion and lifestyle luxury retailer, AFI PRIVÉ continuously searches the
continent for the most exclusive African fashion brands and products,” says AFI
PRIVÉmanager, Randa Adechoubou.
AFI PRIVÉ will be
located at Melrose Arch (opposite Exclusive Books)
Store hours: Monday
–Friday 09:00- 6:00pm, Sunday-Public Holidays: 09:00-4:00pm
I had a few questions
about this set up, see my Q&A below:
1) Can people
purchase the collections or they will just be for show?
All the clothing at AFI
PRIVÉ is available for purchase. We have a full size curve in many styles and
cater to a variety of women.
2) Will these be
fresh off the runway collections (this season) or old season pieces?
Garments are for the
current Spring/Summer season, so that clients can purchase a piece of luxury
African fashion and enjoy it straight away. We do also have trans-seasonal
pieces, so that international travellers can find what they may need too – something
3) Is this a full
collection with various size curves or once off pieces in model sizes?
We carry full collection
with various size curves. In addition to our commitment to curation,
exclusivity and quality, our promise is to ensure that every woman that shops
with us find what she needs.
4) How do you
decide on which designers make the cut and who does not?
Our buying team travels
through various markets on the continent and engages with designers, including
Nigeria, Ghana, Mozambique, Kenya and South Africa. We curate the best of
luxury African fashion to bring sophisticate, elegant fashion to the consumer,
from the continent. We strive to take our client on a first-class style voyage,
across the continent, celebrating African heritage, creativity and innate