As the first apparel project for The Guild Group, Mon Âme is an incubator concept store showcasing a selection of Africa’s top fashion designers, located at the dynamic inner-city retail hub Work Shop New Town.
The highly curated collection of fashion, jewellery, furniture and ceramics presents a narrative of cutting-edge African style with the inviting, glass-walled space bringing together some of the African continent’s most admired designers – from Kenya, Ghana, Ethiopia to South Africa. Mon Âme features a vivid mix that includes picture-printed scarves, precious jewel-encrusted earrings, bowls by award-winning ceramicists, chairs made from recycled oil barrels and extravagant reversible hooded coats. At a time when the global fashion industry is turning to Africa for inspiration, Mon Âme offers a perfect retail capsule of African ingenuity. Leading brands include Michelle Ludek, Guillotine, Anmari Honiball, Buki Akib, Osei Duro, Adele Dejak, Lalela, Umdabu, Hamed Ouattara, African Mosaique amongst many others.