Ghana Textiles Printing (now known as Tex Style Ghana) is one of Ghana’s indigenous responses to the increasing popularity of Dutch Fabric manufacturer Vlisco on the West African continent, with more than half a century of experience creating highly pigmented fabric for the Ghanaian marketspace. The brand is still working and innovating on new ways to reach their young consumer audience. They now have a strong digital footprint and have brought the designs for their fabric firmly into the 21st century.
They are also changing the way their product is marketed to us with brand ambassadors and new look book showing us their newest fabric creations. The new look book called ‘Nuvo’ introduces the Tex Styles’ new brand ambassadors, presenter Anita Akuffo & Miss Malaika Kuukua Korsah. This kind of marketing was first intitated by Vlisco but while the Dutch Wax label’s editorial are very high gloss and concept driven, GTP uses more accessible women with more diverse body types and aesthetics. This will probably make the collection more accessible to younger people.
Featuring snazzy jumpsuits and sleek power suits, flared high-lo skirts and skin tight ank length dresses, the new collection is definitely on the money and the pulse of the fashion forward Ghanaian.
PHOTO CREDIT: Roger Yeboah
