![Dr Mrs Ellen Hagan (first Vlisco Ambassador) [left], Anita Erskine (2nd left), Regina Honu (Vlisco Ambassador 2016) [middle], Mr Erik Van der Staaij (2nd right) and Mr Cecil Chinery (Vlisco Sales Director) cutting the Vlisco cake](/images/2016/AUGUST/aug20/Vliscoat170.png "Dr Mrs Ellen Hagan (first Vlisco Ambassador) [left], Anita Erskine (2nd left), Regina Honu (Vlisco Ambassador 2016) [middle], Mr Erik Van der Staaij (2nd right) and Mr Cecil Chinery (Vlisco Sales Director) cutting the Vlisco cake")
Vlisco Group’s Real Dutch Wax fabrics in Influencing African fashion landscape
Vlisco Wax Hollandais is a special wax product that uses extremely varied and unique styles, with a range of combination of colours. The crafted textiles, known as Holland Wax by many, are still cherished and loved in West and Central Africa.
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Vlisco has a strong connection with Africa, especially with African women. With one or two core colours ‘fitted’ into the Wax Hollandais design, the fabric has designs that are always mirrored on the front and back of the fabric (cotton cloth).
Founded in 1846, and with the company’s head office located in Helmond, The Netherlands, the Vlisco Group and their fabric designs have been creating unique Real Dutch Wax fabrics in Holland that have influenced the African fashion landscape.
The group designs, produces and distributes fashion fabrics for the West and Central African markets and African consumers in global metropolitan cities. The fabrics are available in two, four, six or 12 yards.
The Vlisco Group and their fabrics have grown into an essential part of the African culture, receiving widespread attention from the art, design and fashion worlds, and it is not uncommon to hear an African woman mention with pride that she is dressed in a quality Wax Hollandais to show that she is a woman of class.
Anniversary launch
The textile manufacturer, Vlisco, has launched its 170th anniversary on the theme, ‘Women’s Empowerment,’ marking 170 years of empowering women across the world, especially in Africa.
The launch marks the beginning of a three-month campaign that will commemorate 170 years of Vlisco being an authentic part of the African culture.
As part of the anniversary campaign, Vlisco will be running series of special promotional events, competitions and exhibitions for the rest of the year, and the discussion of the creation of jobs for African women in particular who are mostly engaged in the marketing of the product of the Vlisco Group as a generational business.
The brand portfolio of the group, with sales offices in some African countries, consists of four brands: Vlisco, Woodin, Uniwax and GTP.
Face of campaign
As part of the celebration, Vlisco has asked seven women from six different countries in Central and West Africa to be the faces of the 170 years campaign. These include the world-famous, Grammy award African singer, Angelique Kidjo.
The launch of the anniversary in Ghana was rolled out in a striking manner with the unveiling of Ghanaian television icon, Anita Erskine, as the face of the campaign among an audience of Ghana’s fashion elite.
As part of her role as the face of Ghana’s Vlisco 170th anniversary campaign, Anita would be featured across various media in a special documentary, vibrant new billboards and across other outlets showcasing her drive, passion, style and engagement in society.
Honouring African women
Because of its strong connection with Africa, the brand is marking this major milestone by honouring African women, and according to the Managing Director of Vlisco, Erik Van Der Staaij, the company would like to mark the celebrations by honouring African women, “as they have played indispensable roles in the success of the brand”.
Speaking at the launch in Accra recently, he paid tribute to Vlisco’s various partners. He said, “We would like to pay tribute to our trade partners who have always been with us on this journey all these years. To our designers, tailors and seamstresses, we are grateful for your creativity in turning Vlisco fabrics into elegant and stylish clothing. We could not have come this far without you.”
Ms Najaat Hussein (left) receives a cheque towards her education from Anita Erskine (middle), who is being assisted by Mr Cecil Chinery (right), Vlisco Sales Director
He also reiterated Vlisco’s commitment to empowering African women economically, socially and culturally.
Consumers
The Marketing Director of Vlisco Group, Ghana, Mr Stephen Badu, in his remarks said they were looking forward to engaging with Vlisco consumers wherever they were.
He added that one key activity would be the company’s shop window activation at the Accra Mall flagship Vlisco boutique, which would consist of a booth with a glass front exterior designed to the likeness of the company’s ‘V’ inspired magazine cover.
Sharing Anita’s excitement, the 2016 Vlisco Ambassador, Regina Honu, praised Vlisco’s ability to break boundaries in design and style.
In line with the campaign theme ‘Female Empowerment’, Vlisco demonstrated the importance of its mission and values to supporting women by making a generous donation to a charitable cause chosen by Anita Erskine, the face of the campaign. The donation was made in support of the education of Najaat Hussein, who participated in Anita’s, Discovery Project.
