By: Goodluck E. Adubazi.

The Director of Outbox Experience and Chairman of the Outbox Care Initiative, Joshua Agu, has highlighted the transformative vision behind Fashion Fusion Africa, describing it as a platform designed to amplify African creativity through branding and storytelling.

Speaking separately to journalists at the Fashion Fusion Africa 2025 event in Abuja, Agu—whose agency is a major partner and co-convener of the initiative, and Obinna the convener —explained that the concept was born last year out of a desire to position African fashion brands on the global stage.

According to Joshua Agu “Fashion Fusion Africa is a dream that was birthed last year,” Agu said. “The initiative was set up to amplify African brands using storytelling and branding. We realized that fashion is a universal language, and we wanted to use it as a proof of concept—to show that effective branding and storytelling can be the real game changers for African brands.”

He emphasized that the platform provides a unique opportunity for creative entrepreneurs to showcase their work, attract global attention, and access new markets.

According to Agu, 47 designers are participating in this year’s two-day showcase, and organizers expect significant economic impact following the event.

“Our goal is economic growth,” he added. “We want to hear designers say, ‘Because I was part of Fashion Fusion Africa, my brand has moved from point A to point B.’ That’s the kind of transformation we want to see.”

Fashion Fusion Africa, he noted, is not just an exhibition but a movement to redefine Africa’s narrative through creativity, culture, and commerce.