Last month, the opulent halls of the Mandarin Oriental Jumeirah in Dubai pulsed with creativity as the AFRA World Fashion Confluence 2025 brought together designers from across the globe under the evocative theme Echoes of the Oasis. At the heart of it all was a landmark partnership between AFRA World and the Lulubell Group, led by visionary founder and CEO Lulu Shabell. The collaboration elevated African luxury to center stage, presenting a curated collective of the continent’s most compelling designers alongside talent from India, the Middle East, Europe, and beyond. The result: a vibrant convergence of culture, craft, and couture that pushed the boundaries of global fashion.
Now in its sixth season, AFRA World—founded in 2022 by Niti Gupta—has solidified its role as Dubai’s premier platform for celebrating cross-cultural design. This year’s focus on craftsmanship as a shared language resonated deeply, with African designers under the Lulubell Group commanding the spotlight. Their collections, rooted in heritage and grounded in innovation, offered a vision of African creativity that felt both distinctive and globally relevant.
“This partnership with AFRA is about amplifying African excellence within a truly global context,” said Shabell. “It’s not about standing apart, but standing proudly alongside others—showing what collaboration rooted in mutual respect and shared vision can achieve.”
A Showcase of African Creative Excellence
The Lulubell Group’s roster represented a cross-section of African design at its most dynamic. Nigeria’s Aaboux turned heads with ethically crafted leather bags that married contemporary structure with cultural storytelling. Kenya’s Akire transformed repurposed local materials into bold, eco-conscious statements. Rwanda’s Asantii presented timeless wardrobe staples driven by pan-African collaboration. And South Africa’s MaXhosa stunned with bold knitwear woven with Xhosa heritage, each pattern a testament to pride and precision.
Nigeria’s Odio Mimonet brought sculptural elegance to the runway—designs that seamlessly fused legacy and luxury. Senegal’s Sarayaa reimagined traditional weaving for the modern wardrobe. Trinidad and Tobago’s The Cloth added a diasporic lens, threading Caribbean textile traditions into African-rooted narratives. Each designer presented more than fashion—they offered layered, living expressions of identity, power, and belonging.
Over two nights, April 23 and 24, the runway unfolded in cinematic detail. Models moved through the Mandarin Oriental’s refined interiors, draped in intricate beadwork, sculptural cuts, and prints that spoke to both ancestry and ambition. The audience—Dubai’s cosmopolitan tastemakers, expatriates, and global media—took it all in, visibly moved.
Beyond the Runway: Immersive Experiences and Real Connections
AFRA World Fashion Confluence was more than a showcase—it was an immersive journey. A retail exhibition throughout the event allowed guests to interact directly with designers and experience the textures, techniques, and stories behind the collections. From Sarayaa’s handwoven textiles to Akire’s reworked fabrics, it was a tactile reminder of the labor and love behind every piece.
On April 25, the Sundowner Cocktail Reception gathered industry leaders, designers, and AFRA ambassadors for an intimate evening of connection and recognition. The AFRA Ambassador Awards spotlighted individuals advancing diversity and innovation in global fashion—Lulubell Group’s efforts earned special mention. With its boutique atmosphere, the evening stood in contrast to the often impersonal scale of traditional fashion weeks.
A standout moment was the AFRA World Fashion Round Table on April 26, which sparked serious dialogue on African fashion’s future in the global luxury market. From scalability challenges to the possibilities offered by Dubai’s booming retail landscape, the conversations were frank and forward-looking. For Lulubell Group designers, it also meant real opportunities: direct B2B meetings, introductions to buyers, and extended global reach through AFRA’s ambassador program.
Lasting Impact and Global Reach
AFRA 2025’s influence extended far beyond its four-day run. For the African designers featured, it was a gateway to Dubai’s luxury ecosystem—and by extension, to the broader Middle Eastern and international markets. Strategic visibility, media coverage, and meaningful exposure set the stage for long-term success.
Lulubell Group’s approach—shaped by its experience with initiatives like CANEX Presents Africa, which brought 80 African designers to Portugal Fashion—ensured that each participant was positioned not just to be seen, but to thrive.
The event also affirmed a broader truth: African design is no longer peripheral to global fashion. As conversations around sustainability and storytelling deepen, designers like Akire and Sarayaa are proving that ethics and aesthetics can coexist at the highest levels. MaXhosa’s fearless patterns and Odio Mimonet’s sculptural forms disrupted expectations, challenging the reductive view that African fashion fits a single mold.
Dubai’s futuristic-meets-traditional vibe was the perfect setting. Its diverse, design-savvy community embraced the event, which many described as groundbreaking. “AFRA 2025 wasn’t just a fashion show—it was a cultural movement. Seeing African designers shine alongside global names felt like history in the making.”
Lulubell Group’s Vision for African Fashion
At the center of this turning point is Lulu Shabell. Through Lulubell Group, she’s become a trusted force in elevating African fashion globally. The consultancy blends strategic brand building with deep cultural storytelling. For Shabell, there’s no need for African designers to “break in” to fashion’s elite—they belong there. Her work with AFRA 2025 builds on Lulubell Group’s broader mission: forging global partnerships that center African creativity.
AFRA World, founded by Niti Gupta, continues to grow as a hub for emerging talent and global luxury. By aligning with platforms like Lulubell Group, it’s helping shape a new narrative—one in which African design is not a guest but a host.
As the final lights dimmed at AFRA World Fashion Confluence 2025, the reverberations were still being felt. For the designers, it marked the beginning of new partnerships, new press, and new pathways. For audiences, it was a reminder of what fashion can do when it’s used to tell real stories. And for the industry, it sent a clear signal: African luxury isn’t just here—it’s changing everything.
As Lulu Shabell said, “When creativity brings the world together, the possibilities are endless.”
