TALES 2025: Bukky Asehinde on Reimagining African Creativity for a Global Stage

As the founder of Bellafricana and visionary behind TALES, Bukky Asehinde is redefining what it means to platform African creativity on a global stage. From its early days as a showcase of artisan brands to its current evolution as a movement of bold cultural storytelling, TALES has grown in impact and intention. With the 2025 edition themed “Reimagine • Rediscover • Re-Source”, Bukky shares why now is the time for African creatives to lean deeply into their roots and lead the world from there. In this exclusive interview, she reflects on TALES’ journey so far, her hopes for the future, and why true visibility goes far beyond exhibition halls:

1. The theme “Reimagine • Rediscover • Re-Source 2025” suggests African creatives are simultaneously looking forward and backward. That’s a bold, creative tension – which of these three pillars do you believe will have the most transformative impact on how the world sees African design?

I believe “Rediscover” will have the most transformative impact. There’s such incredible power in going back to the source, to our roots, our heritage, and the cultural knowledge that’s always been there. When we rediscover, we create from a place of authenticity and pride. It’s like opening a treasure chest of stories and techniques that the world is just beginning to see. That depth and richness is what will forever shift the perception of African design globally.

2. TALES has grown remarkably since its debut in London. What has been the most significant shift in its impact or execution since that first edition?

The biggest shift has been seeing TALES go from an event to a movement. In the early days in 2023, it was about showcasing African brands. Now, it’s about building connections, amplifying voices, and shaping how African creativity is celebrated and consumed globally. We’ve also moved from just curating products to curating powerful conversations, which has been key in driving real change and opening doors.

3. What long term vision do you hold for TALES, and how does 2025 bring you closer to that? Are there new markets or formats you’re preparing for?

My vision for TALES is to be the global stage for African creatives, not just in London, but in cities across the world. 2025 is pivotal because it deepens our mission to reconnect with our roots and share them boldly with the world. We’re already looking at bringing TALES to new cities and formats, like pop-ups, touring exhibitions, and more collaborations that keep the stories alive year-round.

4. TALES is known for celebrating the stories behind the products. How do you and your team go about selecting the brands that truly reflect the heart of African creativity?

For us, it’s all about authenticity and intention. We look for brands that have a real story, not just a product. We’re inspired by creators who honour their heritage, push boundaries, and are driven by a mission bigger than themselves. Every brand at TALES has to speak to our three pillars: heritage, innovation, and purpose.

5. With over 70 brands participating this year, how do you ensure cultural diversity and representation across regions, techniques, and design philosophies?

While TALES currently has a strong presence from West Africa, we’re actively seeking collaborators and partners who can help us expand representation from other regions across the continent. Our curation is deeply intentional, we prioritise creative excellence, authentic storytelling, and a balance between traditional techniques and modern innovation. We believe the African creative landscape is incredibly diverse, and our long-term vision is to reflect that richness more fully, one collaboration at a time.

6. What creative or emotional experience do you hope every attendee walks away with after attending TALES 2025?

I want every attendee to leave feeling deeply moved and inspired, to see Africa in a new light. I want them to feel a sense of connection, whether they’re African or not, to feel the pulse of a continent that’s always been rich, innovative, and full of possibility.

7. You’ve connected over 20,000 creatives to opportunities – can you share a specific success story of someone who went from TALES discovery to international recognition? What did that journey look like practically?

One brand that comes to mind is a creator who showcased for the first time at TALES and got picked up by a luxury retailer in Europe. It started with a simple conversation at their booth, their story resonated, and they were invited to do a pop-up in Paris. From there, they landed wholesale deals and expanded their global customer base. It’s always a ripple effect, the right platform can change everything.

8. TALES champions both emerging and established brands. How do you strike a balance between amplifying rising talent and showcasing seasoned designers?

We see it as a conversation between generations. Established designers inspire and mentor, while emerging brands bring fresh perspectives and innovation. By blending them together in our line-up, we ensure that TALES is a dynamic space where new voices grow and established ones continue to evolve.

9. Your theme encompasses reimagining, rediscovering, and re-sourcing. Can you give us concrete examples of TALES 2025 brands doing each – one that’s reimagining traditional aesthetics, one rediscovering forgotten techniques, and one re-sourcing in innovative ways?

• Reimagining: A brand like Deezmindu, reimagining African beauty with modern luxury that’s still rooted in cultural pride.

 

• Rediscovering: We have textile creators like Diakwu Cloth using ancient weaving methods that were almost forgotten, bringing them back for a global audience.

 

• Re-sourcing: Brands like Efata by Juba, Modara Naturals, Figtree Company, Andrew Tabitha, FIA, CLADINI, Budding Blue, Accessory-Ville, using locally sourced materials and sustainable practices to create pieces that honour the earth and our communities.

 

10. You recently launched the Bellafricana Global Marketplace. How do initiatives like this work alongside TALES to build sustainable visibility for African brands beyond the event?

The Bellafricana Global Marketplace is still in its early stages, we launched it softly as a way to test the waters and explore more sustainable ways for our creatives to sell year-round. What we’re learning is invaluable. Platforms like TALES help us grow a strong, engaged community of customers and buyers who are truly interested in African craftsmanship.

The Marketplace is a natural extension of that, ensuring the excitement and connections from TALES don’t end after the event, but instead evolve into ongoing discovery and purchase opportunities for our brands. It’s all part of our bigger mission to create consistent visibility and long-term growth for African creatives.

11. How has the UK audience responded to African creative expression through TALES? Are there any cultural exchanges or surprises that have shaped the experience for you?

The UK audience has been so open and curious. What’s beautiful is seeing how they’re not just shopping, but learning and connecting with the deeper stories. The biggest surprise has been the mutual exchange, attendees sharing their own African connections, no matter where they’re from.

12. FashionEVO reaches millions of lifestyle enthusiasts globally who are hungry for authentic African stories. How does this partnership specifically change TALES’ ability to influence mainstream fashion trends, not just showcase them?

Partnering with FashionEVO lets us reach audiences who are ready for authenticity and substance. It takes our message beyond the event walls, helping shift how African fashion and lifestyle is seen, not just as a trend, but as an integral part of global culture.

13. What’s one story from an exhibitor, attendee, or moment during TALES that deeply moved you or reminded you why you do this work?

Last year, a young woman came to TALES and shared how seeing her culture celebrated so boldly on Oxford Street gave her the courage to finally start her own brand. That moment alone was powerful.

Another one of our first-time exhibitors told us after the event that she could never approach business the same way again. TALES had expanded her vision. She left feeling empowered and energised to do more. This year, she’s back for the third edition, ready to reach even more global customers and grow her brand.

And then there was a British attendee who doesn’t identify as African herself but has close friends from different African countries. She said walking through TALES made her feel deeply connected to their cultures, like she better understood their stories, their pride, and their roots. That sense of shared experience moved her deeply.

These are the moments that stay with me. They’re the heartbeat of why we do this, to celebrate African creativity unapologetically, to spark confidence, and to build bridges that remind us all of our shared power, beauty, and possibility.

 

14. How would you define your personal mission at this stage of your journey and how is TALES a reflection of that?

My mission is to create spaces that honour, amplify, and empower African creativity. TALES is a living, breathing expression of that mission, a bridge between the continent and the world, and a space where our voices aren’t just heard, but celebratedI believe “Rediscover” will have the most transformative impact. There’s such incredible power in going back to the source, to our roots, our heritage, and the cultural knowledge that’s always been there. When we rediscover, we create from a place of authenticity and pride. It’s like opening a treasure chest of stories and techniques that the world is just beginning to see. That depth and richness is what will forever shift the perception of African design globally.

TALES is a movement rooted in purpose, pride, and connection. For Bukky Asehinde, it’s about showing up for African creatives in a way that is consistent, global, and full of heart. As TALES returns to London from July 25 to August 3, 2025, at The Corner Showroom, Oxford Street, it’s your chance to experience the richness of African culture like never before. Come ready to reimagine, rediscover, and re-source what creativity truly means.