McCreath's fascination with China stems from her desire to connect with a market that has long been a driving force in global trade.
Observing Shanghai's fashion-savvy consumers, she notes: "When I look at consumers, everyone's got their own style. Although you have mass-market manufactured clothing, how people wear clothing shows their uniqueness."
For the Shanghai event, her goal is not only to link a bridge between Africa's rich cultural heritage and Asia's dynamic fashion market but also to showcase the value of African brands to the world through the biennial fashion week held from March 25 to April 1.
"We live that vision daily but when we go into other markets, they're often unaware of how Africa has changed and developed. We don't want to just export raw materials; we want to make them into value-added goods that can be appreciated globally," she expresses.
McCreath's participation is part of Africa Reimagined, a flagship project by Development Reimagined, an international development consultancy headquartered in Beijing. Africa Reimagined is a fashion showcase and a strategic platform driving industrial growth, job creation, and deeper trade relations between Africa, Asia and the global fashion ecosystem, says Hannah Wanjie Ryder, CEO of Development Reimagined.
"African luxury fashion deserves a space on the global stage. Shanghai Fashion Week presents a unique opportunity to turn that vision into reality," says Ryder. "This initiative is about building lasting commercial relationships, unlocking new growth opportunities in Asia, and reaching a worldwide audience eager for fresh perspectives on luxury."
