On Morocco’s emerging tech-fashion frontier, Ghanaian innovation arrived not quietly, but with coded intention. ELEDZINE — the forward-thinking womenswear brand, carried Ghana onto the global stage with a groundbreaking phygital showcase at Afric’Artech—an immersive convergence of augmented reality, technology, and innovation—held in Casablanca, Morocco.

The showcase featured ELEDZINE’s capsule collection, YEYE, presented through a unique phygital format, blending a physical craftsmanship with digital futurism of selected pieces from the collection. The brand’s presence signaled not just participation, but intention: a bold statement that Ghanaian fashion is shaping the future at the intersection of culture and code.

The YEYE collection unfolds in six distinct looks, each bearing a name in Ewe—the Ghanaian language spoken predominantly in the Volta Region and across communities in Togo and Benin. This choice is intentional and deeply rooted in identity. YEYE, meaning “newness,” anchors the collection’s narrative of renewal, rebirth, beauty, and transformation. These themes are not merely conceptual; they are embodied in the garments themselves—expressed through layered silhouettes that suggest emergence, hand-finished details that honour craft, and symbolic structural elements that speak to evolution and change.

See also  20 Best Dressed African Female Celebrities

ELEDZINE functions on a bespoke, made-to-order model, crafting each garment individually instead of producing in bulk. This approach is both a smart commercial strategy and a firm environmental stance. By rejecting mass production, the brand avoids excess inventory, minimizes textile waste, and elevates every ELEDZINE creation into a thoughtfully made piece—valued as an intentional design object rather than a disposable commodity.

About ELEDZINE

ELEDZINE is a Ghanaian womenswear brand founded by Natalia Dzidulali Attivor. The brand’s international footprint began establishing itself in 2021, when ELEDZINE dressed British-Ghanaian actress Michaela Coel for the Screen Actors Guild (SAG) Awards and earning recognition through a feature in Variety Magazine. The Casablanca showcase pushes that momentum beyond red carpets and celebrity styling, positioning itself as a bold step toward reshaping how fashion across Africa is imagined, created, showcased, and ultimately experienced.