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FASHION AS A WAY OF CULTURE IN GHANA TODAYpdf print preview print preview
18/03/2015Page 2 of 3
 
The period of modernization in Ghana brought tremendous change to the fashion industry. The production of Kente cloth was stretched out to every corner of the country. The youth were eager to use the Kente cloth in producing different types of products and began using cheaper source materials that would reduce the cost of the Kente cloth which was still often seen as an expensive woven cloth worn only by the well-to-do. Consumers began searching for fashion designers that could supply them with their own choice of designs and products that would be exceptional and unique, as well as affordable. The quest for uniqueness pushed a few fashion designers in the country like Kofi Ansah, Kwasi Kyei Darkwah and others to search for a unique African fabric in their production process. The acquisition of such African prints posed a challenge, because normally these prints had to be imported into the country by Ghanaians who traveled to countries like the Netherlands. Their prints, popularly referred to as “Real Holland is”, kicked start the fashion industry in Ghana. The prints were used by mostly state-run companies to produce enormous quantities of products like beautiful African dresses that were so unique that the fashion designers behind such fabrics and designs became celebrities. Often the search for the creativity behind the designs led to the door of Kofi Ansah and some fashion moguls.

In the early 2000's, today's Ghanaian fashion industry began to take shape. The large-scale production of African Prints and the marketing of new products through fashion as a way of promoting culture have begun to increase the sophistication of the industry and increase public awareness. Companies manufacturing and producing beautiful African prints produce trendy designs such as bags, purse, shoes, mobile phone covers, hair accessories, etc. and the products begun springing up to create competition for textile companies like GTP, VLISCO, PRINTEX, WOODIN,ATL among others.

With these, one can say fashion has played an essential role in the promotion of Ghanaian culture and will need more attention. The media can help play an essential role to create global awareness for Ghanaian fashion trend through fashion Magazines, fashion week celebrations, fashion television shows, and enormous help from celebrities to attract fans from different cultures. This will help to promote culture enormously across the globe.



The Centre for National Culture, Accra, in collaboration with Accra Markets Associations organized a cooking contest dubbed” Kpataashie” to mark Ghana’s Republic Day July 1 2014, at the Arts Centre in Accra.
Although it was a rainy day in some parts of Accra, later on in the day, there was a glorious sunshine for a very exciting Kpataashie (Ga word for kitchen). Despite the fact that Kpataashie had been billed as a cooking contest, there were modeling and traditional dance competitions as well and the women from the ten participating markets and guests had a lot of fun.
Markets that participated in the competitions were Anyaa, Kaneshie, Adabraka, Maamobi, Millenium, Alajo, Tema Station, Dome, Timber and Kwasia Dwaso.
For the cooking component, each market presented a traditional food that represented a region in the country.
The traditional dance competition, with ‘Gome’ music provided by the Oblaboloi Cultural Troupe, lit up the atmosphere while the judges for the food contest went round and tasted what had been displayed. There were many humorous moments as the dancers told stories with their exaggerated movements. The women cheered and clapped all along.
The modeling segment also provided a lot of fun as the mostly well-endowed women from the various markets strutted their stuff to the delight of all.


       
 
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