Mac Adrone Adonay

VIDEO SCRIPT HISTORY OF AFRICAN FASHION [Note:] Red: Text on the Screen Green: Voiceover SCRIPT: (show photos or background music relevant to the script) (highlight African culture and tradition) Africa is one of the oldest continents that served as the cradle of human civilization. It’s a big place with diverse culture and traditions. African clothing is dated back for thousands of years as indicated by archaeological findings. Drawings of looms were seen in the tombs of ancient Egypt, dating back to at least 2000 B.C.E. Linen and cotton cloths remnants were also found in other parts of Africa like Nigeria, Northern Sudan and Mauritania. Indeed, African clothing has evolved over the course of time, from the Stone Age to the Middle Ages, and up to this modern day. HISTORY OF AFRICAN FASHION (use the photos provided by Lyssa, add more if needed) Let’s have a glimpse of the history of African Fashion… Bark cloth The challenges with climate and environment ignited the idea of bark cloth. This is made by peeling the bark off trees  and pounding it with a rock until the fibers get soft and the hard part breaks off. This makes small pieces of bark cloth which can be pounded or sewn together. Tribal Clothing Tribal clothing defines African cultural identity through woven and printed fabrics. The adornment of the body includes headdresses, bags, belts, collars, and girdles, combined with the wearing of headbands, necklaces, bracelets, wristlets, armbands and anklets. These are worn by both men and women to show symbolic significance and show their tribal allegiance. It’s also their form of good luck or charm in their everyday life. Colors and patterns African clothing is rich in colors and patterns. They were inspired by their environment and the animals around them. The colours and patterns were created in printed and dyed cloth, woven fabric strips or beaded attire which distinguish one ethnic group from another. Tribes pride themselves on the quality of their hand-made cloth using techniques that have been handed down, generation by generation, for centuries. This speaks of their tribal identity. These are sewn into garments for both males and females clothes, and can be used as wraps and capes. Batiks Batiks are described as cotton fabrics with designs painted on them using wax-resistant dying. It’s one of the well-respected, ancient art form and craft which is all done by hand. In Africa, the Yoruba make Adire cloths this way using cassava paste instead of wax.  Kitenge Another African clothing that has a long history in East and Western Africa is the Kitenge cloth. It has expanded to many other countries on the continent. These are colourful pieces of fabric with distinctive border design and are often worn by women and wrapped around the chest or waist, over the head as a headscarf, or as a baby sling. Kente The kente cloth was introduced from the western Sudan during the 16th century. It is a type of silk and cotton fabric made of interwoven cloth strips and is native to the Akan ethnic group of West Ghana. Elaborate versions were designed for the tribal chiefs while simpler ones are for general citizenry. The characteristic of a kente cloth is that it has geometric shapes woven in bright colors along the entire length of the strip. Kaftans Kaftans are primarily worn by the Ottoman sultans during the Ottoman Empire. These can be made of  cashmere, wool,  cotton, or silk and may be worn with a sash. Its decoration includes different colours, patterns, ribbons, and buttons, which are used to indicate the rank of the person who wore them. Today, it is both used by men and women. Kaftan is often worn as a coat or as an overdress, usually reaching to the ankles, and with long sleeves. Aso Oke Aso Oke is a clothing that is made of the threads of cotton, polyester, rayon, silk, lurex, and acrylic which are sewn together to create the full cloth and even more artistic expression and includes embellishment and beautiful embroidery. This clothing means ‘Prestige cloth’ which are divided into three types: Alaari are the red ones; Sanyan which are usually brown or light brown and Etu, the dark blue aso oke dress. Igbo Traditional Attire Igbo traditional attire generally consisted of little clothing as the purpose of clothing then was to conceal private parts, although elders were fully clothed. Children were usually nude from birth till their adolescence (the time when they were considered to have something to hide) but sometimes ornaments such as beads were worn around the waist for medical reasons. Uli body art was also used to decorate both men and women in the form of lines forming patterns and shapes on the body. Ankara Ankara is a vibrant material with rich, colorful patterns. The designs are used as a form of expression from marital status to popular culture, political and religious beliefs. It is a lightweight fabric that has become the base for almost all manners of clothing including bags, hats, shoes and other decorative items. Dashiki and Madiba shirts A Madiba shirt is a loose-fitting silk shirt, worn without a necktie and untucked from trousers and can be both formal or informal depending upon the application of cloth, the style of the garment and the embellishment of it. It is usually adorned in a bright and colourful print. It became known in the 1990s, when Nelson Mandela—then elected President of South Africa—added the item to his regular attire. Mandela popularised this type of shirt, putting the seemingly casual garment to professional use. ******************* Transition from traditional to modern (Show pictures of modern African fashion) African fashion has evolved over time, from making statement in the early 1920’s up to the stage of 60’s, it never ceases to express itself until this modern day 21st century fashion. It has gained popularity in the Western world and has attracted a lot of designers and consumers. With western contemporary styles, it has ignited new ideas and concepts in the Fashion Industry. People are loving African Fashion products. ******************* (show photos of International/Global African fashion shows, include at least 5 famous African Designers, etc.) African Fashion is set to conquer the international stage. African fashion industry becoming a landmark for global media, with more increasing major fashion buyers and other important fashion players. The fashion industry in Africa is indeed proving itself to the world and ready to present itself in the cities of Milan, New York, London and Paris. The world is taking notice. African fashion has significant roles to businesses as it open more job opportunities and keep the African economy afloat. Investors are coming and the industry is booming! A new breed of African talent is rising and they are determined to push the boundaries even further. With their innovation and creativity, they surely will redefine how the world sees the beauty of African clothing. *********************** Teaser (quick slideshow of the products: dress, bags, accessories,etc) fashion products: https://www.facebook.com/theafricanfashionportal/ More and more people are now buying African Fashion products because of its amazing decoration, style that suit everyone’s preferences and needs. New partnerships are growing along with retail and e-commerce stores. You don’t have to go to Africa just to buy any of these products. The good news is you can buy them online. O’dara Avenue is an African Fashion e-commerce website that elevates the heights of African Fashion around the globe. It was established to bring the continent’s beauty and diversified culture to the Western world. It is an online platform that caters high-quality African fabrics and prints wearable that is accessible to women of all colours – regardless of culture and climate. We provide our customers and clients with the opportunities for acquiring the best and beautifully crafted African products such as dresses, robes, bags, personal accessories and other valuable items. Our garments are something that you will likely treasure. We want our fashion conscious customers to shine with elegance and confidence with our ready to wear designs. All Africa-inspired and made to suit from different seasons. Every piece we offer defines your style and preference. With O’dara Avenue, your wonderful shopping experience is guaranteed. Our platform is also committed to reaching out for African-inspired designers to showcase their amazing crafts and engage in media opportunities. We encourage collaboration and support for the African Fashion industry to promote its economic growth and make a bold statement to the global audience. visit us at: www.odaraavenue.com