The recent unveiling of the A Kind of Guise SS20 collection draws inspiration from the Kusami market in Ghana, fusing inspiration from the West African republic for the season. The capsule is perfect for the rising temperatures and features decorations of vibrant prints.
The German fashion brand celebrates the core of Kusami and the bright prints and fresh produce from the area. This launch marks the label's second summer drop and it aims to capture the lifestyle of a daily Ghanaian routine. The collection features three exclusive holiday tops in colorways entitled 'Sandy Banana," "Sunny Palm Green," and "Mystic Blue." All of these are handmade in Germany using 100% fine Italian silk -- each shirt is limited to only 25 pieces per design.
Ghana-Inspired Summer Apparel
The A Kind of Guise SS20 Capsule is Bright and Boldly Designed
Trend Themes
1. West African-inspired Fashion - There is an opportunity to explore the use of traditional West African prints and patterns in mainstream fashion and bring African designers to a global audience.
2. Sustainable Summer Wear - There is an opportunity to make summer apparel eco-friendly and ethically produced without compromising on design.
3. Handmade Limited Edition Apparel - There is an opportunity to create exclusive handmade apparel using high-quality materials and producing limited quantities to increase demand and create exclusivity.
Industry Implications
1. Fashion - Fashion companies can explore the use of African-inspired prints and patterns in their collections to attract a wider audience and cater to those seeking unique designs.
2. Sustainability - Sustainable fashion companies can create eco-friendly summer apparel that uses biodegradable materials and ethical production methods without compromising on design or style.
3. Luxury - High-end fashion and accessories companies can create limited edition apparel and accessories using fine materials and exclusive designs to cater to an audience seeking one-of-a-kind pieces.