African consumers, alongside local labels such as Rich Mnisi, AAKS, and Imad Eduso. The launch is scheduled for July 1, by invitation only.

Meet the needs of African consumers looking for luxury clothing and highlight designers from the continent: these are the main objectives of the e-commerce platform Jendaya, which will soon offer ready-to-wear pieces, accessories, and luxury beauty products for men and women. A launch that aims to alleviate various problems faced by African consumers, such as the long delivery times of online retailers who already have visibility on the continent, as highlighted by Women's Wear Daily (WWD).

While he wants to focus on Africa, Ayotunde Rufai, CEO of the London-based platform, has chosen not to exclude buyers from the rest of the world. From its launch, Jendaya will therefore allow consumers from other continents to purchase clothing and accessories from leading African and Western fashion houses. "The next generation luxury fashion experience, for Africa and beyond," the new e-commerce player indicates on its Instagram account.

Jendaya presents itself as a set of multi-brand e-shops dedicated to luxury, along the lines of Net-a-porter and Mytheresa. In addition to the e-commerce part, there will also be editorial content focused around African fashion. There are already several articles available on African models and the latest Fashion Weeks, as well as an interview with the CEO of Thrill Digital on technology and fashion.

Specialized publication WWD specifies that Jendaya is set to launch in July, but in a pilot phase; in other words, only consumers who receive an invitation will have the opportunity to discover the dozens of Western and African brands present on the platform. In addition to the collections of each brand, Jendaya will also unveil over time exclusive collaborations and capsules, and will offer its customers the opportunity to enjoy a personalized styling service.

Beyond the possibility for continental African consumers to have easier access to luxury labels, whether local or Western, this new platform will give greater visibility to the expertise and young talents of a continent that has, until now, been under-promoted in the fashion industry.