ART DESIGN CONCEPTS FOR CREATIVE AND VALUABLE FASHION BRANDS

Abstract

This paper explores the integration of Art and fashion in Ghanaian clothing design and branding. With a growing middle class interested in expressing cosmopolitan identity narratives, Ghanaian fashion startups are collaborating with visual artists to infuse products with symbolic cultural meanings. An exploratory qualitative methodology was used, interviewing 12 Ghanaian fashion designers about their use of artistic elements and perceived influences on consumers. Findings revealed designers collaborate by directly incorporating traditional motifs like kente and adinkra or commissioning contemporary artists for original prints and media. This art infusion positively shapes consumer perceptions of quality, innovation, and cultural heritage pride. Brands also leverage artistic collaborations to communicate aspirational narratives blending tradition and modernity. Results align with theories on art-fashion links conferring legitimacy, and consumption communicating postmodern identity stories. Further research could enrich the understanding of art-fashion dynamics and support policies fostering creative sector development in Ghana. This study provides empirical insight into how artistic synergies allow fashion brands to pioneer new aesthetics and progress narratives.