GENEVA - Africa's indigenous creativity in fashion goods and services is something to be discovered and promoted at this year's Africa Fashion Show Geneva (AFSG).
The annual event showcases and celebrates the richness and diversity of Africa's cultural heritage driven by the fashion industry and its talents.
The creative textile and clothing industry is a multi-billion dollar industry that promotes economic growth and development in advanced countries.
The industry is also the second-largest employer after agriculture in developing countries.
This is why this year's fashion show brings into sharp focus the potentials that fashion and design offers for supporting Africa's development.
"The textile and clothing industry can generate more jobs and make a substantive contribution to government revenues in Africa if more attention is given to it," said Temitayo Omotola, the chief executive officer of Crucible Events & Planners (CEP).
"The fashion industry has the potential to create a positive story about Africa and this is what Africa Fashion Show Geneva seeks to promote.
"This year, we want to demonstrate that fashion is not only a vehicle to promote cultural exchange, but it also has the potential to be a lucrative venture that employs a large number of people in the region.
This is why we must focus more on protecting and promoting the industry that could generate millions of dollars for governments," Omotola said.
"It is an opportunity government and businesses can seize to harness a unique creative potential of the region".
The event will showcase and celebrate diverse fashion talents and designs from Egypt, Tanzania, Ghana, Nigeria, Morocco, and South Africa.
Building on formidable south-south co-operation, the show will feature a guest designer from India.
The event, organised by CEP, will be held today at the Mandarin Oriental Hotel in Geneva.
The runway fashion show, exhibition and sales begin at 1400 hours and a networking and gala-dinner event is scheduled for 1930.
The AFSG is the annual flagship event organised by CEP, which aims to tell a different story about Africa to the global community, showcasing the beauty, vibrancy and diversity of Africa.