Fashion's Voices at Cannes Lion

Lions do not only roam in Africa.

Fashion’s Voices at Cannes Lion: Some of the continent’s pride of fashion innovators have been invited to join the jury at Cannes Lions. According to Marian Brannelly, Global Director of Awards, this is the highest-ever representation from Africa.

In 2025, the Cannes Lions International Festival of Creativity — the most prestigious global event celebrating creativity in branded communications — welcomes remarkable African creatives as jury members. Of the selected four of these jurors signal a profound shift in the industry’s perception of African fashion, moving beyond stereotypical representations to acknowledge the continent’s dynamic and multifaceted landscape

Representing both the Luxury Lion and Film Craft Lions categories, these individuals are more than tastemakers; they are architects of Africa’s contemporary fashion narrative.

A Seat at the Luxury Table

Thebe Magugu, Naya Violeta, and Kenya Hunt have been appointed as jurors in the Luxury Lion category. The Luxury & Lifestyle Lions were introduced in 2024 to provide a global benchmark for creative brand solutions in the luxury space. Renamed to the Luxury Lion in 2025, this award aims to highlight creative campaigns that not only honour brand heritage but also embrace the future by leveraging digital innovation and addressing the changing values of new consumer demographics. 

But what does it mean to be African and luxury in a world still dominated by European aesthetics and gatekeeping? These jurors offer answers not just through commentary, but through action and legacy.

Thebe Magugu: Tailoring the African Story

Thebe Magugu, the South African designer and 2019 LVMH Prize winner, is no stranger to breaking global fashion norms. His collections are cultural manifestos — drawing from South Africa’s socio-political history, while introducing avant-garde silhouettes and storytelling through textiles. Magugu’s appointment as a Cannes Lions juror is symbolic of a larger shift: the global luxury industry is finally paying attention to African narratives on their own terms.

Naya Violeta: Styling a Future Beyond Borders

Brazilian-born, Afro-latino creative director Naya Violeta brings a fierce visual language to Afrocentric fashion. Known for her ‘copyright pieces of afro-affective fashion with exclusive print’, her aesthetic champions maximalism and Afro-futurism. As a jury member, Violeta is expected to spotlight bold, forward-thinking that dares to challenge and expand the definition of luxury.

Kenya Hunt: Writing the New Rules of Luxury

Creative consultant, author, and first black Editor in Chief of ELLE UK, Kenya Hunt embodies African diaspora excellence. With deep roots in storytelling and a passion for representation, Hunt bridges high fashion and culture. Her presence on the jury is a nod to the power of African voices in media — those who do not just report on trends, but shape them.

Fashion, Film, and Forward Motion

While luxury is often where identity meets aspiration, film remains the medium through which fashion lives, breathes, and captivates. Enter Meji Alabi, the acclaimed Nigerian-British director chosen to serve on the Film Craft Lions jury. Alabi’s appointment signals the importance of fashion’s cinematic expression — particularly when it comes to showcasing African brands and talent.

Meji Alabi: Where Fashion Becomes Cinema

In 2024, Alabi directed Fashion Moves Forward, a compelling fashion film under the GTCO Fashion Weekend initiative. GTCO (Guaranty Trust Holding Company plc) uses fashion as a form of cultural diplomacy, and Alabi’s film was more than a commercial — it was a love letter to the African fashion community.

Whether he is directing music videos or commercials, Alabi consistently makes space for African fashion designers, stylists, and models. His lens does not just capture garments; it captures identity and possibility. As a juror, he brings a sharp eye for detail and a heart for storytelling rooted in the continent.

Why Does This Matter?

Why is African representation at the Cannes Lions important? And why now?

For decades, Africa has been a muse for global inspiration, but rarely gets invited to sit at the table as an equal. These jury appointments mark a vital cultural shift — from appropriation to authorship.

African creatives are not waiting to be discovered. They are building brands, styling movements, directing films, and redefining the aesthetics of aspiration. Their inclusion at Cannes Lions is not charity — it is a necessity.

Power in Representation

Luxury is now made anywhere in the world as it is classified by cultural depth, craftsmanship, innovativeness and true sustainability. Luxury is moving beyond Eurocentric perspectives to embrace a fuller, more global storytelling language.

By choosing these individuals, Cannes Lions signals a willingness to see the need for Africa’s voice. The question now is: Will the global industry respond with sustained inclusion — or is this merely performative?

A Call to Fashion’s Future

As readers, designers, filmmakers, and consumers, we must ask: What does authentic African luxury look like to us? Who gets to define our creativity? And more importantly, how do we support the voices shaping that definition?

From the fashion week runways of Johannesburg to editorial rooms in London, from music video sets in Lagos to the global jury panels at Cannes — Africa’s creative lionheart is roaring louder than ever.

Photo Credit:

Thebe Magugu – Tatenda Chisora
Photography: Adeoluwa Adeyemi
GTCO fashion film Photography: JM Films
Videography + Director: Meji Alabi

Kenya Hunt:
Kenya Hunt book cover illustration: Harper Collins
Photography Kenya Hunt: Christina Ebenezer

Naya Violeta:
Photography: Itas Pato

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