As the global spotlight intensifies on African design, a new initiative is seeking to ensure the continent’s ancient heritage is not lost to the fast-paced nature of modern industry.
Elevate Africa has officially opened applications for the Threads of Africa Fashion Film Prize 2026, a pan-African storytelling initiative that challenges creatives to document and reimagine endangered or forgotten African textiles.
The call for entries arrives at a critical juncture for the sector.
While the African fashion market was valued at approximately US$31 billion in 2020 and continues to show immense growth potential, it remains hamstrung by structural constraints, including inadequate infrastructure and significant skills gaps.
This initiative aims to bridge that gap by using film as a medium for cultural diplomacy and economic transformation.
Under the theme “Stories of Rebirth,” the competition is open to fashion designers, filmmakers, and students of African descent across the continent and the diaspora.
Participants are tasked with creating a three to five-minute fashion micro-film that tells the story of a specific endangered textile or technique.
These films must go beyond mere aesthetics, providing a documentary-style look at the creative process and making a compelling case for the revival of these traditions.
“Threads of Africa Fashion Film Prize is more than a competition; it is a movement to reclaim our narratives, and revive our traditions,” said Princess-Iman Sado, the project’s lead.
The stakes for this year’s edition have been raised significantly.
Following a successful 2024 maiden run that saw over 520 participants from West Africa, the prize money has been increased. Elevate Africa anticipates awarding up to US$25 000 in non-dilutive grants this year. Previous winners, including Nigeria’s Adeyoola Adenusi and Ghana’s Philip-Oppong Antwi, have demonstrated the region's immense creative diversity.
Beyond financial support, the winners will receive mentorship and a dedicated showcase at Elevate Africa’s 2026 Convening in Ghana.
The ultimate goal is to stimulate policy conversations and support a more integrated African fashion economy by rebranding traditions for a modern audience.
Interested creatives are encouraged to submit their entries via the official website as the continent prepares to weave a more connected and sustainable fashion future.