In principle, I agree 100% with the double-standards our celebrities' quetch about - Ghanaians and our lust for foreign products at the expense of our local products; however, the argument should be a two-way one because we can't eat our cake and have it.
These celebrities who accuse Ghanaians for not patronising what they do are also the same people who patronize foreign products much at the expense of made in Ghana products! As an entertainment writer, I get disappointed any time I visit entertainment related events.
This is because our celebrities who should showcase made in Ghana fabrics or African wear with their status, are mostly in foreign (western) apparels. For instance, during this year's Ghana Music Awards, about 90% of the celebrities who graced the red carpet and were asked 'who are you wearing?' shamefully wore foreign fabrics and even went further to give free LPMs to the designers.
So what is the difference between you – a Ghanaian celeb, giving free LPM to an American or Italian designer in Ghana at a revered platform like GMA, to a radio presenter or DJ also playing Celine Dion or R. Kelly's songs without any charge? Nigerian celebrities rock their Nigerian prints with pride. They call it “Ankara.” The “Ankara” industry is booming in Nigeria.
The reason why I charge our celebrities to patronize made in Ghana fabrics more than they are doing currently are simple; fashion-wise, majority of the public look up to or emulate what celebrities wear. This is an undeniable fact.
Celebrities star-power coupled with what they wear, creates new fashion trends for the masses to follow. For example, as a young boy growing up in the 90s, I joyfully and proudly left (am sure most young soccer fans did too) a small piece of hair at the back of my head simply because the then famous footballer Abedi Pele did so too as his unique hair style.
I copied simply because he was a star. World acclaimed Fashion Designer and CEO of Sleek Fashion Ltd Nora Bannerman said corroboratively on GTV's Break Fast show on 21st Sep, 2013 and I quote: “celebrities are people who create fashion trends for the masses to copy most times.” Star-power is a very strong tool which I believe if our celebrities are to employ into patronising made in Ghana fabric or African wear, majority of the populace shall be influenced to follow suit.
Finally, if our celebs should patronize Ghanaian fabrics or prints and eventually the public follow, it will go a long way to resuscitate our dying textile companies or industry. Without any scientific prove, I can hazard boldly that If just 50% of our celebrities are to change their wardrobe for African print, our local textile companies could maximize profit year after year.
I pay my humble obeisance to former President John Agyekum Kuffour for his admonishment to the nation to wear African print on every Friday; however, it is not everything that calls for political or government intervention.
Sometimes, we the nationals should also endeavour to solve some of the nation's economic and social problems, instead of always waiting on the government or call on the government to succour situations. At this juncture, I heave a deep sigh of relief and give encomium to celebrities like Okyeame Kwame, Kojo Antwi, Blakk Rasta, Obour, and others who wear African wear, most times.
As for those celebrities who are not helping our local textile industry in this wise my advice to them is that 'to every effect, there is a cause.' If they long to see Ghanaians patronize what they do, they should do well to patronize made in Ghana products too; because, you can't eat your cake and have it. Until then……MOTWUM!!
by Elvis Rancey Baidoo
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