The 2025 Africa Cup of Nations puts African fashion centre stage

Morocco: a red carpet for traditional African attire? The host of the 2025 Africa Cup of Nations (CAN) has seen numerous national teams dressed in traditional outfits, not just their jerseys. Fashion brands such as Daily Paper and Puma have also marked the occasion with collaborations honouring African cultures.

Embroidered green kaftans and matching hats for Nigeria’s Super Eagles, black and gold or blue and white bogolans for Mali’s Eagles, colourfully detailed suits for Zimbabwe’s Warriors… Though not all the designers of these traditional outfits were credited, their success has been unanimous on social media. The CAN, which stirs passions every two years, shines a powerful spotlight on African craftsmanship and fashion.

Craftsmanship and cultures in the spotlight

The team most in the spotlight, both for their title as 2024 African champions and for their dazzling traditional attire, is Côte d’Ivoire. Nicknamed the Elephants, the Ivorian players arrived in Morocco in Kita cloth trench coats adorned with Adinkra motifs in white and gold thread (symbols drawn from the heritage of the Akan people), worn over white shirts and trousers. The outfit is by Elie Kuame, an Ivorian-Lebanese designer based in Abidjan (Côte d’Ivoire) since 2017. His “prêt-à-couture” brand, created in 2006, showcases African fashions in all their diversity, positioning them as luxury pieces.

Another designer in the spotlight is the creator behind the Democratic Republic of Congo (DRC) outfits, Alvin Junior Mak. Born in the DRC and having moved to Paris in childhood, the designer produced the pieces directly in the Democratic Republic of Congo, working with local artisans. The result is sculpted jackets featuring the leopard motif that characterises the DR Congo national team, bearing the JmakxParis name, his sustainable ready-to-wear label.

Brands seize on the event

Finally, Burkina Faso and the Étalons called on a Burkinabé brand, Free Design, to create their outfits. Its designer, Ahmed Ouedraogo, opted for a white tunic with green and red stripes, the colours of the national flag, with symbols on the collar and chest. The outfit is completed by white trousers and a hat.

Some global brands have also seized on the event, starting with Daily Paper. The label is collaborating with Moroccan artist Hassan Hajjaj on his Kech United project, a cultural programme organised in Marrakech during the Africa Cup of Nations. The event brings together football, art, fashion, and music, and Daily Paper presents a series of flagship events highlighting its connection to African culture and global youth communities.

Streetwear and sport celebrate diasporas

For this CAN, Arte Antwerp and Adidas have joined forces to create a joint collection in the colours of Morocco’s Atlas Lions. Worn by two players from the squad before their opening match against the Comoros, it includes a beige knitted jumper with green Adidas stripes and red Adidas and Arte logos, a red sweatshirt with white piping, several red, white or black tops with details in the same colours, and a black leather jacket.

Finally, the German brand Puma is distinguishing itself in several ways on the sidelines of Africa’s biggest football gathering. As the CAN’s ball supplier, it has unveiled a model called Itri, featuring stars as a nod to Morocco and geometric motifs drawn from zellige, a Moroccan mosaic art. Puma has also released, in collaboration with Olympique de Marseille, a raft of jerseys in the colours of seven African diasporas present in the city, whose countries of origin- such as Senegal, the Comoros and Algeria—are participating in the 2025 Africa Cup of Nations.