PARIS — With a steadily expanding middle class, Africa holds plenty of untapped potential for luxury brands. But who are the influencers who are moving the needle on the continent and beyond?
“People are now really quick to call out a brand for cultural appropriation, so stop any narrative based on Western imagery, and try to really call those creatives to create stories that will highlight their culture, the way they know how,” she added. “As a result of colonization, people of African descent are present throughout the world with their heart and their wallet lying between the Western world and their roots, and this will to consume Black[-owned brands] has been reinforced,” she said, noting the power of U.S. beauty influencers like Jackie Aina and Nyma Tang.
Citing Nigerian public relations firm Redrick, McFeely recommended that brands targeting luxury consumers rely on high-net-worth individuals like the Nigerian writer Chimamanda Ngozi Adichie, who inspired Maria Grazia Chiuri’s first collection for Dior with her essay “We Should All Be Feminists.”“There’s also the influencer market with entrepreneur women and travel enthusiasts like Boity Thulo, who showcases the lavish side of Africa, which is aspirational to say the least,” McFeely added.
The makeup artist and content creator, also known as Mihlali N, bills herself as the biggest beauty YouTuber in South Africa with 345,000 subscribers. The daughter of Femi Otedola, a Nigerian billionaire active in sectors including energy, and younger sister of music star DJ Cuppy, Temi Otedola established her presence with the launch in 2014 of a blog covering areas spanning fashion, travel and a book club.
Born in the township of Soweto in Johannesburg, Mabote last year published her autobiography “Kefilwe Mabote: Influencer De Luxe – From Soweto to Milan,” which doubles as a guide to becoming an influencer.
JoelleDiderich mihlalii_n kefilwe__mabote Just read your article. Really insightful and got me thinking about how as a PR pro I can use my skills to push some of the influencers in Ghana who didn’t make the list of tops in Africa
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