Discussing fashion trends with entrepreneur Awo Sika Gyamfuah

By Chris KONEY

Awo Sika Gyamfuah Agyare-Frimpong is a multi-talented Ghanaian enterprising lady and the power behind Niiska Voga, a wholly-owned Ghanaian fashion brand which represents the values and aspirations of the true authentic African woman in a fast changing world being dominated by men.

Niiska Voga specialises in women’s headwear, clothes and accessories and is positioned as a brand that offers women timeless elegance. In addition, the company is client-centred and devoted to providing its clients with luxury products that are affordable and of the highest quality.

“We have created a brand that is loved by everyone, from the aspirational to the successful and established woman. At Niiska Voga, we focus on sustainability, affordability, quality service and designs. We are here to make women look good and confident. To this effect, most of our designs are freestyle designs, meaning our designs come with a great deal of thought and creativity. Our clients mean a lot to us and for the reason, client satisfaction is our topmost priority,” she added.

The ‘Tete By Awo’ online fashion activation is a brainchild of Awo, owing to her love and appreciation for vintage stuff. ‘Tete’ is an Akan word for Vintage and ‘Awo’ is a name given to older women and Akan female children born on Thursday. ‘Tete By Awo’ simply means Vintage by Awo.

The Creative Director believes fashion is an important tool to communicate a person’s identity; personality, background and style.  “Over the years, I have come to realise that fashion is much more than we ever imagined, from self-expression, conveying your personality, mood and distinctiveness through clothing choices. Importantly, fashion fosters creativity, where an individual is allowed to experiment with colours, patterns and styles to create unique looks,” she explained.

I recently interacted with the Ghanaian fashion entrepreneur who describes herself as “a very shy person but fun to hang out with when I am in my element. I love to explore, learn new things and love wearing black dresses. However, I would not mind doing a red, and in recent times white and brown colours as well”.

Our conversation focused on current trends in the world of fashion as well as the contribution of industry in national development. According to her, she has keenly followed the evolution of the Ghanaian fashion industry and arts space, something she fully supports and considers as effortlessly progressive.

“I am enjoying the growth of the fashion industry in Ghana and as you will be aware, our fashion industry has an abundance of talented designers. There are even many hidden ones located in places like Kantamanto, the biggest second-hand clothing market in Ghana. I know several incredibly talented second-hand clothing stylists who deserve much more recognition for their beautiful creations,” she emphasised.

She stressed on the essence of value addition in the industry, adding that we have come to accept new life being brought to the timeless artistry of Kente by several creatives. Heritage meets innovation in every piece through hand-painted motifs and traditional patterns, with a modern edge added by detailed bead work.

“Our designs stem from Ghanaian culture and enable wearers to share stories of resilience, beauty and identity. It is not solely about fashion; it is about celebrating our past and future. At Niiska Voga, we use Ghanaian traditional head wraps to create different turban designs for our clients. We continue to get very great reviews and amazing feedback from clients as well as people who place orders for them,” she added.

The global fashion industry faces economic uncertainty, a dynamic market and consumer behaviour shifts. According to Awo Sika, finding pockets of growth means navigating a complex maze. Several fashion trends are currently shaping the future of the industry and driving business growth.

“Sustainability remains a key focus, with consumers increasingly demanding eco-friendly and ethically produced garments. This trend is pushing companies to adopt circular fashion models which emphasise recycling and reducing waste. Digital innovation is another significant trend, with the integration of artificial intelligence, augmented reality and virtual fashion experiences becoming more popular. These technologies are transforming how consumers interact with brands and make purchasing decisions,” she highlighted.

In conclusion, she indicated that gender-neutral fashion is gaining traction, challenging traditional norms and opening up new markets for brands that embrace inclusivity. By keeping up to date with these trends, businesses can capitalise on emerging opportunities and ensure their continued success.

>>>the writer is a thought leader in Marketing Communications, Stakeholder Relationship Management Professional and International Cooperation Specialist. Over the last 15 years, he has made tremendous impact within Africa’s corporate communications and creative arts sectors. He can be reached at [email protected]/ 233 20 854 1480

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