Fashion constitutes its own particular system of rules and functions as a trendsetter for social change. An innovative generation of African fashion designers has made it their goal to rethink “African” fashion and to establish new design hubs throughout the African continent. This goes beyond aesthetic concerns to also, and more importantly, focus on
cultural and political involvement with a decidedly decolonialised self-image. Generation Now is in the process of breaking up and subverting the hegemony of the Western fashion system. African culture should no longer serve solely as a source of inspiration for Western fashion designers.