BORDERLESS NARRATIVE comes from the idea where “Culture teaches us to live together, teaches us that we’re not alone in the world, that other people have different traditions and ways of living that are just as valid as our own” (Ben Jelloun, 2003).
The world’s eyes are on Africa, India and southeast Asia.
Based on migration flows and their youth population, it is expected that the next generations of leaders, shoppers, and creatives will come from non-Western regions. More than fifty per cent of India’s population are under 25 and by 2050, Africa’s youth population will double its number, making the nation the most youth-populated continent. In the past decade, the World has witnessed a wave of interest in African culture.
Africa is a continent with a high economic potential combined with the most youthful population in the world – almost 80% of the population is below 30 years; these young generations are promoting a fresh and contemporary image of their motherlands, cultures and heritages. It is relevant to highlight how today’s diasporic individuals are aspiring to a new African role model, that sets higher benchmarks and that positively places the continent on the global scale.
Most Western fashion brands are failing to keep step in a global, multicultural market that needs to reflect and empathizes with all customers. It is fundamental to highlight how the worldwide market started to have an appetite for new ideas and narratives; African creative will be able to integrate and approach design with borderless thinking and embracing a global perspective.
In nowadays society, the impact of globalisation is a key factor and it is the consequence of a growing economic activity that brings movement within the world. With the term ‘globalisation’, we incorporate not only the movement of people and therefore ethnic group but also technologies that bring financial transformation in the modern society and media images.
The term globalisation leads to another important concept: the diaspora and its importance around the globe as a way of physical interaction and mix of different people. Thus, it bring to the impact of physical interaction and the mix of different people in markets and in the nearly and long short future. These flows of immigration have turned many nations in a cultural mix. Driven by the rise of globalisation, as a matter of fact, diversity as a mix of different backgrounds will challenge the stereotypical ideas of national and western representations.
Cultural value, and belief can have high impact over products that will enter in a new market. Hence, a possible connection can be made with racial identity and how they transmit the image of difference culture. Furthermore, it is notable how a singular person manifests their appurtenance to a specific social group and therefore, distance themselves from one and another. Here, it’s important to understand, from a retailer point of view, the attitude and behaviour of a specific target consumer in the same way as it is important to understand that ethnicity is fundamental to the creative and fashion field nowadays.
Drived by Afro Millennials, Black subcultural style is shaping the British fashion, drawing a range of likely influences. In fact, the African continent is composed by rich and diverse culture, contributing to the grow of creativity worldwide with its heritage and potential resource within the fashion industry, bringing to the western word a new approach in the thinking process.
In conclusion, with the shifting in the ethnicity, for example of the British demographic, brought to the attention that business must target the needs of all ethnic groups. Brands, consequently should engage with these demographics by aligning themselves more directly with key areas of social activism and promoting campaigns highlighting to these younger audiences the role they play in establishing change in order to have a true representation in the fashion and creative world rather than Caucasian.