TALES 2026, The African Lifestyle Experience by Bellafricana, returns to London this summer for its most immersive edition yet, expanding from 10 days to a month-long celebration of African creativity. Running from July 24 to August 23, 2026, the experience brings together 100+ African brands, inviting visitors to discover the people, processes and craftsmanship behind every piece.
The Secret Story: Experiencing African Creativity Differently
Under this year’s theme, The Secret Story, TALES 2026 explores a simple but powerful idea: while people often admire beautifully made products, they rarely get to experience the histories, decisions, challenges, and intentions that brought them to life.
Every product has something behind it that may not be immediately visible. There is the founder who took the risk to begin, the maker who developed the craft, the decisions that shaped a collection, and the experiences that influenced its creation. The Secret Story brings those often-unseen layers to the forefront.
Through curated experiences and founder conversations, this year’s edition creates space for these stories to be experienced, helping visitors connect not only with what African creative businesses make, but with the people and journeys behind them.
Taking place at TALES House London, Bellafricana’s African lifestyle experience and brand showcase space at 28 Cavendish Square, off Oxford Street, TALES 2026 will transform the venue into a month-long celebration of fashion, beauty, lifestyle, home and design from across Africa and its diaspora.
Building on the success of previous editions, which featured more than 70 African brands and created opportunities for sales, collaborations and long-term business growth, TALES continues to evolve beyond an annual showcase into a platform where connection, culture and commerce meet.
What to Expect at TALES 2026
Across the 30-day programme, visitors can expect a curated mix of African brands, conversations, experiences and activities designed to bring the ideas behind the products to life.
- 100+ curated African fashion, beauty, lifestyle, home and food brands from across Africa and the diaspora. Discover them here
- The CUT, a live fashion and culture conversation with Afua Hagan and EMY Africa, exploring the ideas, trends and movements shaping African creativity today.
- The Pause, a dedicated wellbeing experience in partnership with WorkSpa, offering moments of rest, reflection and meaningful connection throughout TALES.
- The Five Senses of Africa, a curated journey through African fashion, beauty, food, fragrance, music and design, inviting visitors to experience the continent beyond what they see.
- Founder Talks and Creative Conversations, bringing together entrepreneurs, industry experts and changemakers to share insights, stories and inspiration.
- Interactive workshops, cultural experiences, networking events and family-friendly activities taking place throughout the month.
- Exclusive product launches, live demonstrations and curated brand activations designed to help visitors discover, connect with and shop directly from African creative brands.
The Stories Behind the Creativity
At the heart of The Secret Story is a closer look at the people behind African creativity.
Speaking on this year’s vision, Bukky Asehinde, Founder of Bellafricana, said:
“This year’s theme, The Secret Story, came from a simple but powerful thought: some of the most beautiful things people experience are often built on stories they never get to hear.
Behind every founder is courage. Behind every collection is a journey. Behind every product is intention.
TALES 2026 is an invitation to pause and experience African creativity differently, not just through what is visible, but through the stories, people and moments that made it possible. We want people to leave feeling like they discovered something meaningful, not just something beautiful.”
The theme reflects what TALES has always sought to create: an opportunity to move beyond simply seeing and buying products and instead understand the creativity, intention and human stories behind them.
Discover African Brands at TALES 2026
As interest in African brands continues to grow, TALES invites visitors to engage with the people and craftsmanship behind the work, fostering a deeper appreciation for every piece they discover.
From fashion and beauty to home, food and lifestyle, the 100+ brands participating in TALES 2026 represent the breadth of creative talent across Africa and its diaspora.
Whether attending to discover emerging brands, meet founders, shop intentionally, or simply experience something new, visitors are invited to explore the stories that make every piece more than just a product.
Visit TALES House London
TALES 2026 will take place at TALES House London, located at 28 Cavendish Square, off Oxford Street, London W1G 0DB.
Admission is free with registration required, allowing visitors to explore the month-long celebration, discover African creative businesses and experience the programme throughout the season.
Event Details
Theme: The Secret Story
Venue: TALES House London, 28 Cavendish Square, off Oxford Street, London W1G 0DB
Dates: July 24 to August 23, 2026
Admission: Free (Registration Required)
Register: tales.bellafricana.co.uk
Meet the Creatives Behind TALES 2026
TALES 2026 is built around the people behind African creativity: founders, designers, makers, entrepreneurs and creative businesses whose work continues to shape how African creativity is experienced around the world.
Partners
TALES 2026 is presented in collaboration with partners who share Bellafricana’s commitment to championing African creative businesses and expanding global opportunities for the continent’s entrepreneurs.
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