Adirée Launches Ad Campaign for Africa Fashion Week New York 2012: Luxury UntamedTM

For Immediate Release


New York, NY– June 14, 2012- Adirée, the parent company and producer of Africa Fashion Week New York (AFWNY) launched a photo campaign themed “Luxury Untamed”. AFWNY, a luxury multi-day event produced by Adirée, will take place at the Broad Street Ballroom on July 12-14 in New York City’s financial District.

The campaign, shot by Avaloni Studios, reflects the unpolished side of high-end lifestyle. The ads will portray the man or woman who is all about the luxury lifestyle yet has a wild and “no so sophisticated” side to them as well. Luxury Untamed works to prove that just because someone has class, does not mean they cannot be a little crass too. Those statement-making photos present the free spirits of the emerging African designers—their talent and unique fashionable aesthetics cannot be tamed by social constrains.

The rapidly growing African Fashion industry now starts to catch the world’s attention and corrects the stereotypes that the African designs are all about presenting a tribal look. Key topics to be discussed at the 12th annual International Herald Tribune’s luxury conference, the premier annual forum for business and creative leaders from across the global luxury goods industry, will include the potential of Africa-both as a producer and ultimately consumer of Luxury goods. At the heels of this prestigious conference, the AFWNY 2012 campaign Luxury Untamed speaks to the raw and beautiful fashions that come from African designers.


“The photo shoot represents designers showcasing in Africa Fashion Week in New York, and our mission to define some of Africa’s Fashion as synonymous with the word Luxury and as competitive in the luxury markets as European brands have been constantly redefining the perceptions of fashion coming from the continent or being made in Africa.”—Adiat Disu

Luxury fashion is an industry that worth over 100 billion USD. The global demand for luxury goods has been consistently increasing at a rate of 25 to 50 percent for the past many years, with the only exception being the year 2009. It is excited to see that the African luxury industry is now sharing the pie in a traditionally European dominated market.

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The global demand for luxury goods has been consistently increasing for the past many years, with the only exception being the year 2009, during which the market experienced the impacts of the US sub-prime crisis.

The photo campaign will kick off during the month of May and run until AFWNY with the first ads featuring clothes from designers showing at AFWNY with make-up by AFWNY head makeup agency Renarda Joy.

AFWNY features runway shows hosting 21+ designers from various countries in Africa and those of the African Diaspora, exhibitions, and industry networking events. Opening designers Francis Hendy, Korto Momolu, and designers like Mafi, Attolle Collection, Geraldo Fashions and others will showcase.  For more information about AFWNY, please visit:

About Adirée: 

Adirée, based in NYC, NY, focuses on event production, organization, and consulting for small to medium size clients in the areas of Fashion, Art, and Culture.

For More Information Contact:
Adirée │Public Relations
Maia Butler


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