What Africans Really Want to Wear in 2025

Forget Paris. Forget Milan. The most interesting fashion stories right now? They're happening in Lagos, Nairobi, Dakar, and Joburg.

African fashion is getting louder, bolder, and more personal — and not in a look-at-me way. People aren’t dressing to impress strangers. They’re dressing to express themselves.

According to new data from SagaCube, 78% of Africans say clothing is creative self-expression. That’s not a trend. That’s a movement.

You see it on TikTok. You hear it in the streets. You feel it in the open-air markets. Fashion here isn’t some top-down trend dump from Europe or America. It’s grassroots. It’s digital. It’s hyper-local. And it’s growing fast.

Open-Air Markets Still Rule — But E-Commerce Is Coming

Where do most Africans buy their clothes? Not malls. Not high-end boutiques. Not even online.

Thirty-five percent go to open-air markets. Why? Price and proximity. It’s not about labels — it’s about access.

Only 9% shop online. But that’s changing fast. Thanks to better internet and mobile money, fashion e-commerce is heating up. Think Jumia, Kilimall, Takealot. Think Instagram thrift pages. Think WhatsApp groups selling sneakers and Ankara dresses in real-time.

And don’t sleep on social commerce. Facebook Marketplace and TikTok shops are already reshaping how fashion gets bought and sold. Especially when it comes to second-hand.

Fashion in Africa: the destinations for African clothing and footwear shopping
Credit: SAGACI RESEARCH

Thrift Is still King

Yes, second-hand clothing is huge across Africa. But no, it's not because of sustainability.

Seventy percent of thrift shoppers say they do it to save money. Period.

Platforms like Yaga in South Africa are cashing in by creating smoother ways to buy and sell pre-loved pieces. And prices stay low: $6 for a T-shirt, $9 for pants, $14 for shoes. That’s what the average shopper spends.

These numbers aren’t random. They show how crucial affordability is. If your brand isn’t hitting that price point, you’re not in the game.

African Brands Are on the Rise — and Playing to Win

Local labels aren’t sitting back. Pep and Mr Price from South Africa are expanding across borders, flooding malls with affordable trends. They're fast, cheap, and everywhere.

International brands see the opportunity too. H&M, LC Waikiki, and Inditex (Zara, Bershka, Pull&Bear) are popping up in major cities. But they’re not taking over. They’re adapting — franchising, going hybrid, or even sourcing from within Africa. Kiabi’s looking to Benin for production. That’s not charity. That’s strategy.

Nike and Adidas? They’ve already cracked the code. They’ve got street cred and multi-channel retail — from flagship stores to mobile apps. Their logos are as common as boda bodas.

African consumers' preference for locally made clothing
Credit: SAGACI RESEARCH

Chinese e-commerce Shein and Temu Are Here

Love them or hate them, Shein and Temu are changing the game.

They’ve figured out the algorithm, the drops, the price points. They speak Gen Z’s language: micro-trends, micro-influencers, micro-budgets.

And they’re partnering with African fashion content creators to do it. Mihlali. Sphokuhle. TikTok is the runway now.

So, What’s the Big Picture?

Fashion in Africa isn’t global fashion trickling down.

It’s African fashion bubbling up.

It’s people using clothes to say, “Here’s who I am.” Whether it’s thrifted denim from Gikomba, Ankara-inspired streetwear from Accra, or a Nike hoodie snapped up from Jumia.

If you're a fashion brand trying to break into Africa, remember this: cheap doesn’t mean low-quality. Local doesn’t mean backward. And trends don’t come from Paris — they start on someone’s smartphone.

The takeaway?

African fashion is personal, mobile, and value-driven. If you want in, meet the consumer where they are — not where you think they should be.

In addition, fashion in Africa is vibrant, dynamic, and deeply connected to cultural heritage. Shoppers merge international styles with regional identity, emphasizing both cost-effectiveness and personal expression.

Because in 2025, style in Africa isn’t just about what you wear.

It’s about why you wear it.