Meet the TALES Creatives: A Living Archive of African Fashion, Identity and Intention

This summer, London’s West End transforms once again into a vibrant stage for African excellence as TALES (The African Lifestyle Experience) returns for its third edition under the evocative theme Reimagine • Rediscover • Re-Source 2025. Hosted at the chic Luxury Promise Corner Showroom just off Oxford Street, this ten day extravaganza from July 25 to August 3 invites visitors to dive into a carefully curated celebration of more than 70 brands across fashion, beauty, art, and lifestyle, all deeply rooted in African heritage while boldly looking forward.

At its core, TALES is a movement championing authentic African creativity, craftsmanship, and storytelling on the global stage. The 2025 edition takes this mission further, exploring the intertwined paths of innovation, heritage, and sustainability through the prisms of Reimagine, Rediscover, and Re-Source. Here are the TALES Creatives:

Reimagine: Bold Visions for Africa’s Future

At the forefront of this celebration are the trailblazers who are redefining African style with fearless creativity and fresh perspectives. They take tradition, infuse it with modernity, and craft new narratives that reflect a confident, sophisticated, and vibrant continent.

Ebonimode leads with premium, Afrocentric apparel, fusing traditional fabrics like Ankara and Adire with modern silhouettes for women, men, and children. Their work celebrates culture unapologetically while embracing innovation. In a similar spirit, Efata By Juba from Accra blends meticulous tailoring with Afropolitan elegance, crafting clothes that empower women to own their narrative in the global fashion arena.

Never Knowingly Boring (NKB) pushes boundaries with Afro luxury hats and accessories, a bold extension of African aesthetics into edgy, statement making fashion. Meanwhile, Morin.O combines artisanal leatherwork with ethnic African design, producing unique bags and accessories that are wearable art.

RTW by TeeTee captures everyday elegance through vibrant prints and refined cuts, offering fashion that is deeply personal and culturally resonant. Alongside, TwoCrowns Clothiers brings forward powerful menswear and womenswear collections that reimagine African prints with contemporary flair.

Also encapsulating this theme are brands like Andrew Tabitha, Cladini, and Teniade Macaulay, whose designs reflect an evolving African identity, where bold silhouettes, unexpected textures, and progressive cuts shape a narrative that’s equal parts cultural homage and forward momentum.

VWH Apparel, and Kekye Clothing inject modernity into traditional garments, offering fashion that’s not just stylish, but subversively smart, where gender fluidity, Afrofuturism, and luxury coexist. Meanwhile, Ashabi Fads and Austine Mali deliver pieces that radiate individuality, artistry, and a refusal to conform to Westernized beauty ideals. And then theres RISHI by Ailakoko, known for its bold forms and irreverent edge, crafts sculptural accessories that turn heads and invite self expression. Each handcrafted piece reimagines accessorizing as a fearless, personal statement.

Rediscover: Honoring Heritage and Timeless Craft

Rediscover invites us into a world where heritage is not only preserved but cherished and woven into the fabric of modern life. Here, the creatives pay homage to ancestral techniques, storytelling, and culture with pieces that carry history and meaning.

Ìrìnrẹ̀ Adire stands as a shining example, breathing new life into Yoruba Adire fabric,  hand dyed with symbolism and reverence for history, each garment becomes a living tapestry of culture. GNATION offers tailored pieces steeped in Nigerian textile heritage, from Aso Oke to wax prints, blending tradition with impeccable craftsmanship.

Simeogieme presents luxury fashion inspired by timeless patterns, crafting sensual and refined designs that pay homage to African artistry. Elizabeth Divine celebrates femininity and joy through culturally grounded silhouettes, weaving narratives of strength and elegance into every creation.

Kaykay Brand and MAP by Ihekubi continue this lineage with versatile collections that fuse diverse cultural influences into confidently wearable pieces. Massassi B bridges the past and present by crafting garments using indigenous textiles like batik and handwoven fabrics, celebrating slow fashion and heritage preservation.

Nathanielles upholds ethical practices with sustainable garments that incorporate ethnic fabrics and natural materials, while Christine Atelier, FIA Factory, Dezapanache, and Accessory-Ville embrace artisanal excellence and deep rooted storytelling in their pieces.

GIA 1 Fashion, led by Gloria Ije Anyaehie-Coker, brings generational insight to timeless fashion codes, while Diakwu Cloth, Sassy by Etty, Seraban GH, and Cornucopia reflect the quiet resilience of small batch makers reviving ancestral know how through design.

From Bloomberry NG’s sophisticated take on ready-to-wear, to Abike Iyaileke’s cultural nostalgia reinterpreted for the modern woman, to Cladini’s textile mastery, these TALES Creatives prove that honoring tradition can be a radical, fashion forward act.

Re-Source: Sustainability, Ethics, and Empowerment

At the heart of Re-Source is a deep respect for the environment, community, and longevity. These brands are redefining luxury through sustainable sourcing, ethical production, and a commitment to empowering artisans and ecosystems.

Modara Naturals stands out, offering skincare products derived from pure African botanicals, bridging ancestral knowledge and modern wellness. Xclamations by Tomi Rotimi fuses Nigerian cultural motifs with eco friendly design principles, crafting pieces that are as conscientious as they are beautiful.

Style Envie follows with ready-to-wear collections built on slow fashion ideals, marrying timeless aesthetics with responsible production. FC Accessories elevates African culture into premium handcrafted pieces that reflect artisan skills and cultural narratives.

Melia by Jade and Deezmundu explore sustainability in materials and process, offering limited collections that are both beautiful and biodegradable. Nubi Collective and Outspok’n Clothiers operate at the intersection of ethical labor and progressive storytelling, using fashion as a platform for advocacy.

Accessories by Oreofe and AfriBix design jewelry and accessories that speak to identity, empowerment, and memory. Hadassah, Happy Coffee Nigeria, and Naija Treats represent lifestyle brands that uphold sustainability through ethically sourced ingredients, conscious packaging, and community focused operations.

Highball Haus, a cocktail and lifestyle brand blends culture and climate awareness in its product lines, while Puff Puff Man uses food as a vehicle for re-connecting diaspora communities to their roots.

Finally, Republic of Ruru, TDP Home, Budding Blue by Fiolakemi, Scqueeze, and Aftrad Village Kitchen show how sustainability can be interwoven into every category: homeware, food, personal care, and more, each brand reclaiming African sourcing, seasonality, and circularity as powerful design tools.

With over 70 trailblazing brands set to showcase, there’s plenty more to discover. Visit bellafricana.com and follow @bellafricanauk for the full experience and ongoing highlights from TALES 2025.

This layered tapestry of brands speaks to the depth, diversity, and dynamism of African creativity today. Each label brings a unique story, a commitment to craft, and a shared passion for honoring heritage while pushing boundaries.

TALES 2025 is your chance to engage directly with these creators, from celebrated names to rising stars in a space designed for connection, inspiration, and cultural celebration. Whether you’re drawn to bold reimagining’s of African style, ancestral craftsmanship, or conscious luxury, TALES invites you into a powerful narrative.

All happening at Luxury Promise, The Corner Showroom, 28 Cavendish Square, London W1G 0DB from July 25 to August 3, 2025. Admission is free with registration at tales.bellafricana.co.uk.