By Rita Okoye

Fashion has recently become a major business and a powerful cultural force. However, understanding “fashion as a business” versus “the business of fashion” brings up some important differences.

Fashion as a business focuses on marketing and selling clothes and accessories, while the business of fashion looks at how the industry connects with society, culture, and the economy.

These two sides of fashion shape how we view brands today. YAAWAA, for example, founded by Ohemaa Yaa Serwaa-Kyerewaa Awuah in 2019, is an African brand that connects traditional craftsmanship with modern design, making it stand out. Understanding how the brand works in both aspects helps us see its role in the broader fashion world.

Creating fashion that works as a business means more than just designing attractive clothes. It also involves building a sustainable model, appealing to a global audience, and making sure the brand holds value over time. Every carefully made piece is a result of creative inspiration and hours of careful production and quality control.

Since the brand combines African aesthetics with a global touch, it needs a strong business foundation to reach people worldwide. Founder Awuah has managed to make her brand one that celebrates African heritage while appealing to customers who want high-quality fashion.

YAAWAA’s approach reflects current values in the fashion world, like ethical production, sustainability, and authenticity. These are becoming necessities as consumers care more about how their clothes are made. They focus on using materials and methods that are not harmful to the environment and work closely with artisans across Africa. This makes the brand creative and ethical.

Today’s customers want to know that their clothes are made responsibly. YAAWAA’s values give it an extra level of trustworthiness in the market.
Yet, understanding the business of fashion requires more than just focusing on production and sourcing. It also means knowing what the market wants and reaching out to people in a way that feels authentic and relatable. For a brand to grow, it has to adapt to the fashion cycle, where new trends are constantly emerging.

YAAWAA’s ability to bring together African traditions and modern fashion trends makes it relevant to both African and international customers. Rather than just selling clothes, the brand shares a story that celebrates cultural heritage in a way that appeals to the tastes and lifestyles of people worldwide.

Their participation in major events like Glitz Fashion Week in Ghana and African Fashion Week in Nigeria shows how they approach the business of fashion. These events are essential opportunities to connect with the fashion world, including buyers, media, and other industry professionals. By taking part in these shows, YAAWAA shares its products with a wider audience and builds relationships that help grow the brand.

In fashion, having connections and exposure is important for any brand to succeed. Showcasing African craftsmanship on these platforms gives YAAWAA credibility in the industry and connects it with potential customers.

Fashion as a business also means ensuring the clothes are attractive, practical and easy to wear. Ohemaa’s designs reflect this idea by being versatile and suitable for everyday life and special events. Whether someone needs an outfit for work or a dress for a party, YAAWAA’s collection has options.

This versatility means that customers can easily fit YAAWAA’s designs into their own lives. Creating such wearable art involves a clear understanding of customers’ needs and values. By combining quality with practical style, the brand shows that its clothes are worth investing in.

Balancing business and creativity is a challenge for many fashion brands, as leaning too much on one side can harm the other. Focusing only on business risks losing the brand’s unique identity, and too much emphasis on creative aspects could mean fewer sales. YAAWAA seems to have found a balance between these two sides, making sure each piece is meaningful and marketable.
YAAWAA has created a brand that appeals to a broad audience by creating globally relevant designs that still maintain African roots. They support artisans across Africa and promote sustainable methods that benefit the environment and the local community.

The rise of brands like this shows the increasing interest in African fashion on the global stage. More people are looking for alternatives to fast fashion, turning to brands that provide meaningful connections to culture and tradition. African designers are moving from niche markets to mainstream fashion, where their unique styles can reach a global audience.

The brand’s success shows how cultural authenticity and creativity are becoming more important in today’s fashion market. Consumers value not only what they wear but the story behind it.

Let’s take a closer look at Ohemaa Yaa Serwaa-Kyerewaa Awuah’s 2020 collection from her brand, YAAWAA. Among the standout pieces is this particular dress, which brings together timeless style and contemporary flair. Here’s a detailed look at its design and the impression it leaves.

This dress has a graceful look that combines a classic style with a modern feel. It has a fitted bodice with a sweetheart neckline that draws attention to the collarbone, giving it a soft and feminine look. The neckline is flattering and adds a romantic touch without being too bold. The sleeves are short and free, which adds a playful feel to the dress and balances out the fitted top.

The skirt is tiered with several layers, adding depth and movement, making the dress feel light and flowy. The length of the skirt, which reaches down to the ankles, gives it a formal look while still being easy to wear. It’s long enough to feel elegant but not so long that it would be difficult to walk in.

The print on the fabric is also interesting. It has an abstract, brushstroke-style pattern in shades of dark blue and black. This pattern gives the dress an artistic look and makes it stand out without being too flashy. The background colour, which is a soft white, helps the colours of the pattern pop without making the design feel too busy.

In terms of possible improvements, the sleeves could be adjusted. A slightly longer or capped sleeve might make the dress more versatile for different occasions or seasons. Adding a thin belt could also be a good idea to highlight the waist and add a bit more shape to the dress.
These changes are minor, but they could make the dress easier to wear for different events while keeping its stylish, artistic appeal.

This dress takes the same artistic fabric we saw in the previous piece but gives it a fresh twist with a different style. While the first dress had a longer, flowy look, this one is short, strapless, and structured, giving it a more modern vibe.

The abstract blue and white patterns create a cohesive feel across the collection. Using the same fabric ties the pieces together, but the shorter, youthful cut makes this dress stand out as unique. The strapless bodice draws attention to the shoulders and neckline, making it look sophisticated.

The fitted top adds a sleek look, though it could feel a bit tight or restrictive, especially if comfort is a priority. A slight change, like adding a subtle sweetheart neckline or using a fabric with more stretch, could make it more comfortable without losing style.

The short, flared skirt adds a playful touch that would likely appeal to a younger crowd or anyone looking for a fun outfit.

However, a slightly longer hemline could make it more versatile and suitable for a wider range of events. Another idea could be a detachable overlay like a jacket, which would let the wearer switch between a casual daytime look and a dressier evening look.

This dress keeps YAAWAA’s signature style of blending traditional fabric with a modern cut. The shared fabric pattern brings a strong sense of unity to the collection, while the new silhouette offers variety.

With just a few small tweaks to improve comfort and versatility, this dress could appeal to even more people, staying true to the brand’s artistic and creative approach to fashion.
Overall, fashion as a business and the business of fashion will keep changing, but brands like YAAWAA highlight what the future might look like. By staying connected to culture and creativity, fashion brands can build strong business models that stay relevant in an ever-changing industry.

The challenge ahead will be to keep balancing these elements, making sure that the practical side of the business supports, rather than limits, creative expression. For now, YAAWAA stands as an example of how fashion can be both culturally rich and commercially successful, bringing African culture into the global fashion scene with style and substance.