Exploring the Adoption of African Prints in Women’s Nightwear Design in Ghana: Analyzing Diversity and Innovation in Applications

Purpose: The study explored the integration of African prints into nightwear design, focusing on diversity in use and rendition. It aims to understand the cultural and consumer perspectives, create African print nightwear designs, and assess their impact on the fashion industry in Ghana.

Materials and Methods: The study adopted a studio-based qualitative research approach, emphasizing creativity and practical experimentation. It involved designing and producing three different African print nightwear designs. Data collection included one-on-one interviews with consumers, fashion designers, textile experts, and fashion economists selected purposively.

Results and Discussion: The study presents three African print nightwear designs inspired by the theme ‘Night of Passion.’ These designs incorporated African print fabrics, catering to comfort and aesthetics. Consumer responses indicate a preference for comfortable and culturally inspired nightwear, showcasing the market’s demand for African print nightwear. The economic impact of using African prints in the nightwear industry is positive, contributing to increased sales, market expansion, and support for artisans.

Implications: The cultural sustainability of incorporating African prints in women’s nightwear design lies in respecting and celebrating African heritage, supporting sustainable and ethical production, stimulating economic growth in African communities, and educating and appealing to a global audience while being mindful of cultural sensitivity and appropriation issues. To promote this trend, policymakers and industry stakeholders can support local textile production and artisans, facilitate market access, and encourage sustainable and ethical production practices. Promoting cultural diversity in fashion can also lead to a more inclusive and representative industry.

Value/Originality: The value of this study lies in its creative approach to incorporating African prints into nightwear design, exploring consumer preferences, and assessing the economic impact. It offers a unique perspective on the intersection of culture, fashion, and comfort in Ghana’s nightwear design context.