Vlisco, otherwise known as the Real Dutch Wax, has leap another step forward to give to the African its unique fabric and designs with the opening of its seventh flagship store in Accra, Ghana.
The store located within the Accra Mall, was officially opened on Thursday night, which coincided with the launch of Vlisco's fourth quarter collection that were showcased by glamorous models on a runway fashion show.
In West Africa, Vlisco’s boutiques can also be found in Togo, Benin, and Cote d’Ivoire. Vlisco aims to be visible in all capital cities in West Africa.
Dr Joyce Aryee, former Chief Executive of the Ghana Chamber of Mines, cut the tape to open the magnificent store for the many local and international fashion lovers who came to be part of the historic event.
Six Ghanaian young fashion designers – three male and three females were selected to stage the fashion show christened “Parade of Charm".
The Parade of Charm fashion collection features fabric with geometric designs inspired by the sleek silhouettes of modern metropolitan architecture.
Sculptural shapes set the tone for the collection that featured outfits with feminine Vlisco twist, making every women feel utterly chic, irresistibly elegant and charming.
The collection featured a coordinated mix of Wax, java and luxury editions, combined in creative ways to accentuate the female form.
"This is a historic event in Africa. The store to be opened at this Accra Mall is the first of its kind in Africa which will showcase the collection of Vlisco's fabric and designs in Ghana.
"We want to create a store where Ghanaian fashion lovers will go and have access to any Vlisco fabric and designs that meet their tastes," Vlisco's Chief Executive Officer Erik Van Der Staaij said.
He noted that the choice of Accra, Ghana, was informed by the country's long years of stability and democratic advancement, which has created a conducive for businesses to grow and thrive.
Roderick Vinkesteijn, Vlisco’s Retail Operations Manager said with long history of 165 years, Vlisco had traditional designs and yet make new ones every day. "We like to bring extra inspiration into our world. Every single design we make is a piece of art."
Cecil Evans Chinery, Vlisco's National Sales Manager launching the collection, said four major collections take place each year – The Valentine Collection in February; the Mothers' Day Collection in May; the Ramadan Collection in August and the Christmas Collection in November.
The designers were Amayo Designs; Ajeponmaa Design Gallery, Pistis Designs and Royal Denis Designs and House of Eccentric.