African Print Attire is Boosting Self-Images in the Office
Corona has done a number on just about every aspect of life and affected individuals and businesses alike. Literally, nothing is the same. When it comes to the clothing retail industry, we're seeing a number of companies are shutting down stores and focus their efforts more on online sales. And that's only if they haven't gone out of business altogether.
what office attire?
A particular part of the clothing industry that's taking a hit is those specializing in formal/office attire. I mean, out of us fortunate enough to still be gainfully employed in all of this, who's actually getting DRESSED dressed?? By now most of us have perfected the pajama bottom and blouse top combo. And that's only if we're going to be forced to go on camera. Otherwise, let me bless you with this office voice and my oh so comfy (and unseen) sweatpants suite, lol.
African office attire?
QUARTZ magazine published an article about how South African women are forging out a new niche in their fashion industry which has to do with rocking cultural prints in their office attire. The article explains that "many women who work in corporate settings have traditionally not been permitted to celebrate or showcase their full identity. Their cultural identity needs to be restrained and replaced with the established code of corporate clothing, which is often Western. It has been this way for decades."
Although I'm African, Ugandan to be precise, I didn't grow up there. And so it never dawned on me that we don't rock African print in Africa the way it's done in the Western world. I mean I saw it I guess, the times I traveled there, but it didn't click that the reason why it's not rocked in the office is because it wasn't "professional" enough. Another thing that the article pointed out is that Africans are African every day of the year, and by virtue of living in Africa, the "need" to express cultural fashion isn't necessarily the same as it is for African's in the diaspora.
why wear African print?
Now that wearing face masks is a thing (at least for most of us, lol), many are rocking ones in African print. Now I can't speak for others and claim that it's being worn as a statement, as opposed to just preference in color. But I will say that entrepreneurs are taking note and selling what the market is asking for.
"For women wearing such Afro-centric looks, sometimes the outfits are merely the preferred style du jour. Other times they’re the deliberate and intentional symbol of African pride." - Norma Young for QUARTZ.
Personally, my African pride is ever-present regardless of what I'm wearing. But I do LOVE the vibrant colors in our prints. And it doesn't hurt that colors just POP against our melanin, lol.
why wear anything formal?
But now that we're largely stuck at home, are we rocking our African print anything? That is to say, other than the facemasks. Cause while retailers like Brooks Brothers, that specialize in formal menswear, are filing for bankruptcy, retailers selling sweatsuits and yoga pants are making BANK.
That the landscape of the clothing industry has and will likely continue to change as “business casual” becomes more and more the norm, it brings me joy to see African print attire carving out its place in the market and demanding its own respect as acceptable business attire.
[RELATED: Being Comfortable with Your Racial Identity]
boost in self-image?
Whether or not you rock African attire, for many, the "clothing is intended more as a boost for their own self-image than for beholders to admire" the Quartz article explains. We've all heard of people who wear designer brands to boost their self-image, but the difference there is that the "boost" often comes from others and the perception associated with said name brands.
Quarantine has also brought mental health discussions to the forefront. And so while dealing with everything that comes with isolation, taking care of oneself, and making sure one's self-image is a positive one is a significant part of our mental health I believe. And with few to no other people around to gas you up, finding ways to boost yourself up, be it through clothing or accessories, I say go for it!
Conclusion.
The current heightened appreciation for Black culture and supporting Black businesses is contributing to the resurgence of African print, even in South Africa where it is more and more being worn as part of formal business attire. Black pride is spreading a positive self-image for blacks everywhere and it's beautiful to see. Being Black and proud, adorned in African print attire, has nothing to do with being prideful, but as Quartz magazine reports, has everything to do with celebrating "the lineage of queens and matriarchs who carved the pathways to the boardrooms and c-suites in which African women increasingly sit."