WHY CHICAFRICANS?
STORIES | SHOPPING | CONSULTANCY
The story behind ChicAfricans started one day in 2014 in an upmarket bookstore in Johannesburg, South Africa.
Wendy Tlou, a marketing and communications strategist and consultant and the founding owner of the brand, was searching for a book by an African author. She was first directed to a small, out-of-the-way section of the store called African Literature, only to be told the book wasn’t available and that it had to be ordered from an overseas supplier.
“It was baffling. At that moment I realised that as an African living in Africa, I wasn’t represented in the narrative. I decided I had to do something about it.” Doing something about it included dreaming up the name, which represents the core of what Wendy believes Africa is (beautiful, loud, sophisticated, creative and authentic) and then setting in motion the search for the curated collection of stories and treasures that would populate the pages of ChicAfricans.
“I have always been in awe of how the Europeans in particular take such precious care of their creative heritage and important stories. It made me question why we, as Africans, were not doing the same.”
Wendy challenged herself to turn the answer to this question into a viable, scalable platform that she believes deserves to exist. “I want the world to stand up and notice Africa for who she really is.”
After a hiatus of approximately five years, ChicAfricans is back and still aims to be the go-to place for considered African creativity and to offer the world an opportunity to celebrate the beautiful products and people inherent to African heritage. Another goal is to be a go-to consultancy for organisations and companies wanting to build their reputations on the continent in an informed, sensitive and relevant manner that will see their energies being channelled towards projects that have the ability to transform lives in a meaningful way. “I am so excited to have launched the platform in 2015 with stories that showcase talents such as Babatunde, Sir David Adjaye, Maria McCloy, Nkhensani Nkosi and Victor Dlamini,” says Wendy. She is also in the process of confirming other African creatives and contributors from across the continent to be included when ChicAfricans launches its gallery-style e-boutique section of the platform.
The ChicAfricans offering is not, however, so luxurious that it’s unaffordable. “I am tired of the notion that for something to be beautiful, chic and sophisticated, it must be high-end,” says Wendy. She believes her ideal shopper is a young-in-mind, well-travelled and game-changing African who is passionate about showcasing a true and holistic Africa and a decidedly African point of view.
Of course with Africa hot on the lips of global trend forecasters the world over, Wendy also hopes to attract an international audience that is interested in expanding their view of what Africa is really all about.
“As a people, we Africans have always had to fight so many stereotypes about us and hold on to our truth at all costs. ChicAfricans will allow our continent’s stories and people to be represented as they should be, to Africans and the world.”
Photographer: Brett Rubin; stylist: Nicole Van Heerden, both from Vatic