Notable African fashion designers, music producers, and photographers were recently hosted in Epernay, France for a cross-cultural exchange in honor of Champagne Day 2024.
Moët & Chandon invited the creatives, including Thebe Magugu (South Africa), Banke Kuku (Nigeria), Aisha Ayensu (Ghana), Youssra Nichane (Morocco), and fashion photographer Lyra Aoko (Kenya), to explore the brand’s heritage, artistry and savoir-faire.
The immersion provided an emotional and cultural exchange underpinned by the brand’s heritage.
Ms. Nichane, the founder of Dihyan Jewelry, notes that she was deeply inspired by the Memories of Tomorrow exhibition, where signature pieces created by the embroidery artisans of the Baqué Molinié atelier showcased the rich heritage and savoir-faire of the Champagne brand.
“The Maison was a standout moment for me. It was a true reflection of where craftsmanship meets history. This experience not only deepened my appreciation for the artistry involved but also reinforced the importance of preserving and celebrating traditional techniques in modern design,” said Ms. Nichane.
Thebe also drew parallels between his work as a designer and the artistry behind the brand.
“It’s a meticulous and calculated process, this idea of showing our culture respectfully, and I think Moët does the same – to perfect the centuries-old process of creating Moët takes a level of respect, know-how, and talent,” he noted.
Mahine Sef, a Cameroonian photographer, videographer, and music producer, noted the complementary differences between French and African craftsmanship.
“Both cultures share a deep respect for tradition and a commitment to excellence. However, the French approach often emphasizes refinement and precision, while African craftsmanship celebrates boldness and storytelling.” Sef observed
Kenyan photographer Ms. Aoko agreed with Sef, saying the similarities are rooted in a sense of community, a shared passion for food, and the pride both cultures take in their work.
“Both are loud and proud in expressing their heritage through art. But the differences are in the approach. The French have centuries of experience with a more structured system, which lends a refined touch to their craftsmanship. In contrast, African artisans often work with limited resources, which pushes their creativity to new heights and tends to be more vibrant and colorful.” Ms Aoko shared.
The emersion took place just days before the celebration of the upcoming Champagne Day in 8 countries in Africa, including Kenya.
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