When Nigerian singer and songwriter Wizkid walked Dolce & Gabbana’s Milan Men’s Fashion Week in 2018, he made history as the first male artist from Africa to do so, and he appeared next to the legendary Naomi Campbell. At the time, the news made headlines, but now, six years later, seeing Africa’s biggest music stars align with international fashion designers on deals, partnerships, and runways is just part of being a megastar from the continent.
As fashion houses see their brands become more reachable through the likes of social media and an online presence, so too do distinctly African sounds, which have also expanded their reach thanks to a global audience.
Platforms such as TikTok, Spotify and Instagram mean that musicians from the continent aren’t struggling for recognition and fame like they once were. This makes the pairing between artists and fashion labels an ideal match as both explore new markets globally.
African artists are also relevant to both the fashion and music scenes, with genres such as Afrobeats, Amapiano, and Afrofusion having universal appeal beyond American and European markets.
Here’s a rundown of artists who’ve paired with major fashion labels.
Tyla x Gap
Launched as part of its 2024 spring campaign titled Linen Moves, Tyla joins a host of international artists such as John Mayer, Alanis Morissette, SZA and Keith Urban to work with the brand. This collection features iconic silhouettes in signature linen fabrics. “I’m excited for my fans to see me do a new type of dance where I’m styled in comfortable clothes with my own personal touches. It was really fun – a true celebration of music, fashion and dance,” said Tyla.
Burna Boy x Hugo Boss
Multi-award-winning Burna Boy joins the iconic David Beckham, Gisele Bündchen, and Naomi Campbell for the Fall/Winter 2024 #BeYourOwnBOSS collection described as “Signature BOSS suiting is reimagined with strong, modern silhouettes, which provide a fresh perspective that feels perfectly tailored to the colder months to come.” This isn’t the first time the Nigerian star teamed up with a luxury brand. In 2023, he partnered with Jean Paul Gaultier to design a retro 90’s inspired oval frame. The international sensation has also collaborated with G-Star Raw, Burberry, and UK fashion brand boohooMAN.
Tems x Tommy Hilfiger
Nigerian singer-songwriter Tems, who rose to prominence thanks to Wizkid’s single Essence, which went on to feature Justin Bieber, teamed up with Tommy Hilfiger in 2022 for the Tommy Jeans Campaign in Fall/Winter 2022. She explained to Hyperbeast, “Tommy approached me with the opportunity I saw good in, and that’s how it came about. I don’t remember when I first got introduced to Tommy precisely, but I do know it was definitely in my teenage years – probably high school. I remember seeing Tommy logos around but never really knew what they were. I think it was during my time in university, or even later, I then became aware of Tommy as an actual brand.”
Black Sherif x Ellesse
Ghanaian rapper Black Sherif sealed a deal with Italian athleisure wear brand Ellesse. The sporting brand was established in Umbria, Italy, in 1959 and chose Black Sherif to launch its Santoria 2023 Men’s collection. The 1.8-meter rapper and model has become known for his metal-punk aesthetic, making him well-known for his fashion sense. In an interview with Rolling Stone, he said: “You can’t see sound, but you can represent it with a style.”
