Pashione, an African fashion-tech platform, is using technology to connect designers across the continent with global consumers, its founder, Michael Fasere, said in a statement on Saturday.
The platform, which operates in countries such as Nigeria, Kenya, Lesotho, South Africa, and Senegal, has over 960 registered vendors showcasing African designs.
“We saw a unique opportunity to bridge the gap between talented African designers and a global audience by providing a platform to showcase their creativity and reach a wider market,” Fasere said.
He added that Pashione aims to foster economic growth and cultural exchange.
Fasere said the platform is built on three pillars: authenticity, sustainability, and community.
He said Pashione celebrates Africa’s cultural heritage by curating a collection of authentic, handcrafted pieces, partners with eco-conscious designers to promote responsible consumption, and creates a space where designers, influencers, and fashion enthusiasts can connect.
“To grow its footprint across Africa, Pashione has implemented several strategies,” Fasere said. “These include collaborating with local organisations and industry leaders to build trust, using digital marketing and social media to target audiences, and simplifying the process for designers to join and showcase their work.”
“The platform also offers an intuitive interface to ensure a seamless shopping experience,” Fasere said, adding that Pashione provides robust security measures to protect customer data and financial information.
“At Pashione, we believe in building long-lasting relationships with our customers,” he said. “We prioritise tailored recommendations, value customer feedback, and use it to improve our services and keep customers informed about new arrivals, promotions, and behind-the-scenes insights.”
Fasere described Pashione as more than an e-commerce platform, describing it as a “movement” designed to empower African designers and showcase their creativity to a global audience.
By combining technology with cultural appreciation, Pashione aims to position African fashion prominently in global markets while promoting sustainable practices and fostering community engagement.
