All is absolutely set for the staging of the 2021 edition of “Africa Celebrates” an initiative poised at changing Africa’s narratives through creativity, in partnership with African Tourism Board, scheduled to take place between 15th-22nd October, 2021 in Addis Ababa.

“Africa Celebrates” is an 8-day Pan-African festival that will celebrate the continent’s prowess in music, fashion, dance, cuisine, arts, crafts and also business engagement with the proud theme “Africa is the New Inspiration of Global Fashion”.

AIMS AND OBJECTIVES:
To celebrate Africa’s unity in diversity.
To attract global attention and patronage to Africa’s rich cultural heritage.
To explore such heritage as a catalyst for social economic growth of the creative arts.
To promote intra/inter African trade and tourism.
And to encourage the patronage of “Made in Africa” by tasting our cuisine, wearing our clothes, appreciating our music, dance, arts & crafts.

Having perceived African Union Commission declaring 2021 the year of Art, Culture and Heritage,it is in view of this that Legendary Gold Limited from Nigeria, Pristine Marketing Group and The Club Addis both from Ethiopia synergised to present a series of Pan-African events to celebrate the motherland – Africa.

5 EVENINGS TO EXPERIENCE AFRICAN HOSPITALITY AT ‘THE CLUB ADDIS’
Every evening for 5 days, each African region will take turn to present its cuisine, music and dance to the world.

ENJOY AFRICAN RHYTHMS:
Enjoy authentic African music from all 5 regions of Africa. Performances will take place each evening for 5 nights from each of the regions.

TASTE OF AFRICA:
The diversified nature of African cuisine is one of the components that has uniquely defined the continent, delighting locals and travelers on its range of flavors. African Cuisine is a unique fusion of different cultural influences, all combined to create the modern mix of cuisine defining each country in Africa.

DANCE WITH AFRICA
African Cultural Heritage is mostly represented in their dance culture and tradition. In every region of Africa, drumming, singing and dancing are a form of identity through which the people are represented. This goes along with costumes, makeover and other wearable arts. 

AFRICA TALKS BUSINESS & INVESTMENT
Africa Talks Business & Investment will connect Pan- African business leaders to their counter-parts from other parts of the world. It will be a forum for partnership deals to be initiated, sealed and ready for execution and implementation.

3 DAYS AT THE AFRICAN UNION
There will be the usual 3 days of fashion activities at the African Union from 20th – 22nd of October, 2021. It will be opened with the fashion exhibition which will run for the 3 days. Then the Africa Fashion Business Summit will take place the 2nd day while the gala fashion event takes place the 3rd day.

GALA FASHION EVENT:
The week’s festivities of “Africa Celebrates” will culminate in a Gala fashion event. This will be the 5th edition of the Africa Fashion Reception, scheduled to take place at the African Union. This year, the AFR will present fashion designers from over 30 African countries while welcome cocktails and fashion exhibition commence the evening.

THE AFRICA FASHION RECEPTION:
The Africa Fashion Reception (AFR) is a Pan African initiative. It has been hosted at the African Union annually since 2016.
Just like previous editions, it will bring together Fashion Designers, Entrepreneurs, Exhibitors, Dignitaries, Ambassadors, as well as, Media from all over Africa. This will be in a celebration of cultural diversity expressed through the artistic fashion discipline.

DRESS AFRICA:
The dress code for the Africa Fashion Reception will be African clothes. The African guests to the event will be expected to beautifully adore elegant clothes from their various countries while guests from outside Africa will be encouraged likewise to wear African apparels. These outfits can be purchased from the fashion exhibition that will take place 2 days prior to the Gala fashion event. The exhibition will be mounted by fashion designers from across the continent.

THE ORGANIZERS
Legendary Gold Limited:
Legendary Gold Limited is the foremost cultural and creative industry promotion and production company in Africa. With its headquarters in Lagos, Nigeria, its operation spread across the world. LGL is the vanguard in projecting African rich cultural across the world. Since its inception in 1996, it has become the cultural and creative industry’s reference point in Africa.
With professional competence in fashion, Legendary Gold Limited as also handled big productions in music, films and the arts. LGL is the vanguard in Africa fashion. It revolutionized and re-orientated the entire African fashion industry to looking inward to their local ethnic cultures for inspiration. This is through the use of locally made fabrics, accessories and designs.
Legendary Gold is very famous for promoting and exposing African designers and models in the catwalks of Paris, Milan, New York, London, Tokyo and other parts of the world.

PRISTINE MARKETING GROUP
Pristine Marketing Group is a leading Addis Ababa based Marketing firm founded in 2020. Pristine primarily focuses on Event Management and Production. Additional services rendered include, identify and talent management, as well as, lending its marketing strategy and branding services to emerging businesses. Pristine takes an integrated approach to strategic planning, in the process developing unique personal experiences, that produce measurable results. Combine that with logistics, production and execution capabilities in both emerging and established markets.

The CLUB ADDIS
The Club is an upscale lounge for the high society of Addis Ababa. Luxurious spaciousness, exclusivity and diverse experience are the values it provides. Each area diversely attributes harbor of its own unique experience. It has a VIP lounge, casual outdoor event area, classic sport bar, private meeting rooms and space for special occasions.
The Club prides itself in providing exclusive VIP services and diverse experiences by creating world class events.

ABOUT AFRICAN TOURISM BOARD:
ATB is a Pan-African organization that is dedicated to the promotion of African tourism, Culture and the related with a strong view and mindset of projecting African narratives to the global community . It has its headquarters in the Kingdom of Eswatini but with a proudly global presence through its Ambassadors and various development partners across the globe.

By Kazeem Balogun

Kazeem Balogun is the Managing Editor of Kalo Africa News.

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