Thursday 30 October 2014

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 PRIVÉ manager, 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
Brand collections can be viewed here:

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 for everyone!

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 style.

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