David Adjaye has launched a collection of colorfully patterned African textiles. The visual culture of Africa is infused with a variety of colors and interesting design patterns that are reflective in the African textiles from Adjaye's collection.
This project by Adjaye allowed him to collaborate with Dorothy Cosonas who is a creative director. Each pattern is comprised of fabric materials such as upholstery, drapery and wall coverings. This thick material makes each bold pattern stand out even more on the heavy-weighted fabrics.
The inspiration from this collection comes from Adjaye's childhood that was spent in Africa. He also spent a good portion of his adult life visiting Africa, which solidified his choice in creating the textiles to resemble this part of the globe. Adjaye gave each different fabric a name based on a significant African location.
Tribal-Patterned Textiles
This Line of African Textiles Brings a Cultural Experience to Fabrics
Trend Themes
1. African-inspired Textiles - The use of culturally significant patterns and colors provides an opportunity for disruptive innovation in the textile industry by tapping into untapped markets and enhancing the customer's sensory experience.
2. Heavy-weight Textiles - Creating textiles with a thicker, more substantial material presents an opportunity for disruptive innovation in the home goods industry, offering customers products with a longer lifespan and enhanced quality.
3. Location-based Fabric Naming - By naming fabrics after significant locations in Africa, there is potential for disruptive innovation in the marketing industry by creating deeper connections with customers through storytelling and a sense of place.
Industry Implications
1. Textile - The use of culturally inspired designs in textiles with a heavier weight can benefit from creating unique products, that appeal to customers' senses and demands for higher quality products.
2. Home Goods - The heavy-weight fabric trend used for upholstery, drapery and wall coverings, offers an opportunity for creating new product lines that last longer and increase the quality of home decoration.
3. Marketing - The location-based naming of fabric products offers potential for disruption in the marketing industry, by creating stories that connect consumers with the products and increase brand loyalty.