Set Fashion Free goes to Africa Fashion Week London

Five young designers with little or no formal fashion training will have the opportunity to present their African inspired mini collections to 10,000 visitors, press and buyers at
Africa Fashion Week London (AFWL) on 3/4th August 2012.

Over the last four years the participants of the Set Fashion Free summer project have showcased their collections at their own show in the Elephant and Castle Shopping Centre. In August 2011 the programme was invited to showcase at the V&A Museum. Organisers of AFWL attended on the day and were so impressed that they invited them to showcase at this years AFWL alongside established and up and coming African and African inspired designers.

“It’s fabulous to see it’s not just us that sees and want to promote the talent of our young people” says Erel Onojobi, Set Fashion Free Founder. “Young Londoners are often shown in such a negative light, it is wonderful to see that AFWL recognises the raw creativity of our young people and wants to support Set Fashion Free building pride in African heritage and creating opportunities for young people.” She goes on to say.

Set Fashion Free is a social enterprise that uses fashion as a way to encourage young people to develop their creativity, entrepreneurial skills, find value in African culture and heritage and develop a positive sense of identity. The aim of the programme is to challenge negative stereotypes, reduce the probability of under achievement and address the limited choices and disadvantages faced by young people in Black African and Caribbean communities.


Each year in a ‘The Apprentice’ style programme young people are asked to create a mini clothing collection inspired by Africa. Throughout the four week project they are exposed to positive role models, money management, design, business guidance, key institutions like the V&A and the British Museum, leaving the programme better equipped to be successful in life.