With an unparalleled flair for fashion, Samira Bawumia, Ghana's Second Lady, embodies elegance without excess. Her refined style effortlessly commands attention at every occasion, subtly spotlighting the colourful textiles and beautiful designs crafted by Ghanaian artisans.

In a refreshing departure from trends, she opts for modesty, smartly draped in outfits that gracefully avoid explicit display of skin. Yet, her allure remains undeniable, radiating through her dignified presence.

Another notable facet of her fashion sense lies in her love for accessories, especially headscarves and statement earrings. Frequently seen complimenting her outfits with a coordinating headscarf or a striking pair of earrings, she effortlessly infuses her looks with a touch of glamour and mild sophistication.

These carefully chosen accessories not only enhance her overall outfit but also serve as a reflection of her attention to detail and innate sense of style. By effortlessly combining traditional elements with contemporary flair, Samira elevates her outfits, turning heads and setting trends with each appearance.

“I see her represent about three main ideologies and people,” said Dr. Daniel Osei Yeboah, a Consumer Behaviour and Marketing lecturer at the University of Professional Studies, Accra (UPSA).

“She represents the Muslim community [they cover their hair], and that represents a certain brand of culture. Secondly, she represents the traditional part of Ghana. All her outfits have been either Kente or fabrics from Ghana.

“She also represents womanhood. She still portrays the fact that you can still dress nice and look good without exposing yourself. She tells you that you can cover yourself and look nice,” he added in his interview with GhanaWeb as he touched on the brand identity Samira Bawumia had cultivated through her fashion choices.


Samira Bawumia during the 2023 Independence Day Celebration at Adaklu in the Volta Region

In addition to the aspects highlighted by the brand expert, Samira Bawumia's fashion sense also carries significant societal benefits.

Representation and Endorsement:

Samira Bawumia's fashion choices extend beyond mere aesthetics; they are strategic statements intended to empower women in the textile industry. Each outfit she dons not only epitomizes finesse but also serves as a powerful endorsement of Ghanaian textiles and local craftsmanship.

By showcasing Ghanaian fashion at public events, including official functions and international summits, she has helped elevate the profile of Ghanaian designers and highlight the richness of African fashion to a global audience.

Notable designers and stylists behind her dazzling outfits include Pistis Ghana, Yartel, Stylista, Sima Brew, Debbie Designs, among others.

"It is a celebration of what we have in Ghana,” Samira Bawumia explained the motive behind her appearance in a 2018 interview on Starr FM. “Almost everything I wear is made in Ghana and they are exquisite designs that our Ghanaians make. The people who make clothes for me have seen their businesses grow. For me, it's showcasing Ghanaian fabrics, talent and boosting the industry."

That narrative was earlier shared by Ghanaian millinery and clutch designer, Velma Owusu Bempah, one of the designers for Samira Bawumia, in an interview with Daily Guide in 2017.

“It makes us feel special because before people of that nature come to you, they know, I mean they look out for you. So, making a choice to come for you, then they know they are coming for good quality stuff,” Velma is quoted to have said as she touted what it means to be on the list of Samira Bawumia.

Considering Samira Bawumia’s influence, Dr. Osei Yeboah mentioned in his interview with GhanaWeb that the Second Lady has the power to influence consumer behaviour.

“One of the things she influences is the consumption of Ghanaian products,” he said.

He added “We always preach that we should consume what we produce but, in some cases, you see leadership going for foreign products. But Samira Bawumia leads an example of consuming what you have.

“She shows that we can use what we have to create very beautiful outfits for ourselves. If she continues, it will promote the consumption of our products. Public figures are influential people and their usage is an endorsement and their followers will also try to dress like them and that increases consumption of some of these products.”


Samira Bawumia with Dr Bawumia at March 2022 State of the Nation Adress

Fashion as Communication:

One-time Miss Universe contestant, Samira Bawumia's introduction to the public eye coincided with her husband, Dr. Mahamudu Bawumia, joining Nana Akufo-Addo as his running mate for the 2016 general election. Since then, she has become renowned for her distinct fashion sense, which serves as a powerful form of communication.

“The vibrant African prints she wears symbolise resilience, creativity, and pride,” said veteran music producer Fred Kyei Mensah in a March 2024 publication.

“By doing so, she sends a powerful message: our roots matter, and we can blend tradition with modernity to create positive change."

“Samira Bawumia’s choice of African prints as her attire for public functions resonates deeply with young people, fostering a sense of identity, pride, and responsibility. As they emulate her, they not only embrace their cultural heritage but also contribute to the global fight against climate change and sustainable development,” Fredyma added.


Samira Bawumia on January 7, 2021, when Akufo-Addo and Bawumia took oaths of office

Philanthropy and Advocacy:

Embedded within Samira Bawumia's brand identity lies a commitment to philanthropy, one that not only enhances her reputation but also transforms lives for the better. Her influential platform has often been leveraged to champion initiatives supporting women in the fashion and textile sectors.

A notable instance occurred on Friday, July 16, 2021, when the Ablekuma West Municipal Assembly, in collaboration with her Samira Empowerment and Humanitarian Projects (SEHP), a not-for-profit organisation, committed to improving the lives of women, children and youth in under-served communities across Ghana, convened a stakeholder engagement focused on fostering enterprise development through sewing for girls. This initiative aimed to impart employable fashion skills to approximately 1,500 underprivileged females within the municipality.

The programme's comprehensive approach encompassed the identification, mentorship, training, and provision of resources necessary to establish thriving fashion-related enterprises nationwide.


Samira Bawumia empowering women in 2020

Before this, she had rolled out the Network for Enterprise Development Learning through Sewing for Girls (Needles4Girls) initiative for young women. The project which was a collaborative effort between SEHP, Ghana Export-Import Bank (GEXIM) and the Special Initiative on Training and Job Creation implemented by GIZ, sought to equip vulnerable young women with employable skills to work within the fashion industry. It reportedly trained 850 girls as fashion designers, hairdressers, makeup artists, milliners and yarn makers in three strategic cities namely Kumasi, Tamale and Accra.

Another enterprise is the Skills and Entrepreneurial Development Initiative (SEDI). Its primary objective is to empower individuals in underserved communities by providing them with practical skills that meet immediate local demands. With a focus on benefiting women (accounting for 90% of beneficiaries), SEHP has successfully provided training in various areas, such as makeup artistry, manufacturing, batik, tie and dye, and more.

It is reported that about 4,478 underprivileged individuals have gained access to income-generating opportunities.

Also, in the field of makeup artistry, several young women have reportedly been trained and given the necessary start-ups to begin their trade.


Samira Bawumia at 2018 Adaekese at the Manhyia Palace

Conclusion:

The fashion industry of Ghana has witnessed remarkable growth and transformation over the years, establishing itself as a thriving hub of creativity, innovation, and cultural expression. The industry showcases a diverse range of traditional textiles and contemporary designs, as the fashion sector embodies a wealth of talent, craftsmanship, and entrepreneurial spirit that resonates both locally and internationally.

With its rich creative diversity, the industry encompasses traditional Kente and Adinkra textiles, as well as Northern Yarn adorned with intricate beadwork. Vibrant prints and modern designs further reflect the country's cultural heritage and current trends.

Moreover, the industry has experienced a surge in emerging designers who skilfully blend traditional aesthetics with modern influences, resulting in unique and distinct collections that captivate a vast audience.

In embodying Ghana's rich cultural heritage with her fashion choices and advocacy, Samira Bawumia stands as a shining example of stylishness and thoughtfulness.

“With her distinctive choice of designs, H.E. Samira Bawumia's style radiates her personality, embodies art, reflects self-respect, and exudes class, and elegance; all wrapped in simplicity. Her contribution to the fashion industry is indeed immeasurable," asserts showbiz pundit Vida Adutwumwaa Boateng, in an interview with GhanaWeb.



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