London, UK | July 25 – August 3, 2025 — This summer, London’s iconic West End will transform into a vibrant celebration of African excellence as TALES (The African Lifestyle Experience) returns with its most ambitious luxury showcase yet: Reimagine 2025.
Hosted at the luxurious Luxury Promise Corner Showroom, just off Oxford Street, Reimagine 2025 promises ten days of curated experiences, fashion-forward storytelling, and unrivalled cultural flair. With over 70 curated brands, from fashion and beauty to art, music, and home décor. This year’s TALES will spotlight the brightest creative talents from Africa and across the diaspora.
“TALES is more than a marketplace — it’s a cultural movement,” says Bukky Asehinde, founder of Bellafricana and CEO of TALES Global. “This is about re-sourcing the roots of our creativity and reimagining how the world engages with African craftsmanship.”
What to Expect at TALES 2025:
70+ Cutting-Edge African Brands Discover one-of-a-kind pieces: from bold fashion in traditional textiles like Aso Oke, Adinkra and Bantu, to luxe handmade beauty and bespoke interiors. Every product tells a story of heritage, reinvention, and excellence.
Fireside Chats with Industry Icons Say goodbye to stiff panels, these intimate, honest conversations bring together trailblazers and tastemakers to explore the future of African entrepreneurship, culture, and design.
Kidpreneur x The Veteran A standout feature returns: spotlighting rising Gen Z entrepreneurs like Oreofe alongside industry legends such as Gloria Ije Anyaehie-Coker, founder of GIA1 Fashion, bridging generations of innovation.
Exclusive Travel Offer with Air Peace TALES is partnering with Nigerian airline Air Peace to offer a 15% flight base fare discount for brands and attendees flying to London, further connecting the diaspora through creativity.
Powered by Bellafricana: A Global Movement Backed by Bellafricana — a platform empowering African creative entrepreneurs across 18+ countries, TALES is championing authentic African stories, craftsmanship, and visibility on the world stage.
In Partnership with the City of Westminster
The 2025 edition of TALES is proudly supported by the City of Westminster, further cementing London’s commitment to diversity, innovation, and inclusive cultural celebration in the West End.
This collaboration ensures that TALES is not only seen but fully embraced across some of the UK’s most visible marketing channels through support from New West End Company via Oxford Street’s Instagram and website to a city-wide spotlight on creativity. This reflects the West End’s continued evolution into a vibrant city that champions global creativity and cross-cultural celebration.
Why It Matters
Following the runaway success of TALES 2024, which featured 40 brands and attracted a global audience, Reimagine 2025 raises the bar. With London’s fashion and cultural scene increasingly embracing diversity and authenticity, this event is a timely and necessary celebration of African brilliance in design, spirit, and vision.
Whether you’re a fashion enthusiast, culture lover, or global tastemaker, TALES 2025 is where Africa’s future-forward creativity meets London’s cultural heartbeat.
Event Details:
Venue: Luxury Promise, The Corner Showroom, 28 Cavendish Square, London W1G 0DB
Bellafricana is a trusted platform connecting African creative entrepreneurs to global audiences. With a presence in over 18 countries, it supports emerging and established brands across fashion, beauty, art, and lifestyle through visibility, collaboration, and community. TALES is its flagship celebration of African excellence.
If you love fashion that feels like home and tells a powerful story, you’ll want to stop by Ara Lagos at TALES 2025.
This unique brand is based in the heart of Lagos, Nigeria, and brings together beautiful, hand-dyed fabrics and modern, easy-to-wear styles. At Ara Lagos, every outfit is more than just clothing, it’s a way to carry Nigerian culture with pride and make a bold statement, wherever you are in the world.
It All Started with a Spark
The founder of Ara Lagos, fondly known as Beeba, didn’t set out to start a fashion brand. But one day, she saw a friend wearing a gorgeous Adire outfit and couldn’t stop thinking about it. Curious, she tracked down the artisan who made it, and that moment lit a fire in her. She wanted more people, especially women, to feel beautiful, confident, and connected to their roots through what they wore. That’s how Ara Lagos was born.
Every piece from Ara Lagos is made with care, using Adire, a traditional hand-dyed fabric that comes from Osogbo, Nigeria. The designs are drawn and dyed by skilled local artisans who have been doing this work for generations. When you wear Ara Lagos, you’re not just wearing something stylish, you’re helping keep a beautiful Nigerian tradition alive and supporting local communities.
Effortless Style, Rooted in Culture
From bold matching sets to comfortable dresses and eye-catching trousers, Ara Lagos outfits are made to stand out and still feel easy to wear. Whether you’re dressing up for an event or just want something special for your everyday wardrobe, they’ve got pieces that mix culture, colour, and class effortlessly.
Their collections are often limited, which means you’re getting something truly unique, something that won’t be found everywhere else.
Come Shop Ara Lagos at TALES 2025
If you’re planning to attend TALES 2025 (and you should!), make sure Ara Lagos is on your list. You’ll get to meet the founder, feel the rich fabrics in person, and discover pieces that blend tradition with modern fashion in the best way.
Ara Lagos isn’t just a brand, it’s a celebration of Nigerian culture, creativity, and confidence. And trust us, you’ll want a piece of it in your wardrobe.
I hear you can’t wait to meet all the creatives showcasing at TALES by Bellafricana 2024. At this point, TALES: The African Lifestyle Experience can be categorised as common knowledge because why don’t you know that July 4th all the the way to July 10th the TALES Summer pop-up event would be live and in action in the beautiful city of London?
If you don’t know, that means you haven’t RSVP’d yet, oh dear…
💌 YOU are cordially invited to come, shop, look around, take pictures, make videos, form new connections and have an amazing time surrounded by CREATIVITY. 💌
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Event details:
Date: July 4th – July 10th 2024
Time: 10am – 9pm Daily
Venue: Gallery Different, 14 Percy Street, London W1T1DR (near Oxford Street, off Tottenham Court Road).
Make sure to mark your calendar so you don’t forget …. Thank me later 😉
Have a quick glance at our last blog post on TALES: The African Lifestyle Experienceso the information I am about to pass on to you doesn’t come as too much of a surprise. Again, the intention behind letting you know all this is so you can plan, have a quick browse session through the options, price ranges and all that good stuff.
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I am super excited to formally introduce to you to all the amazingly talented individuals that will be at TALES: The African Lifestyle Experience our upcoming pop-up event, so get comfortable but also ready to be wow-ed. Links to social media accounts are attached to each brands name along with the dates they will be at TALES so you can mark them on your calendar. From artisanal jewellery to handmade crafts and bespoke fashion designs, our vendors are ready to impress.
Additionally, I have taken the liberty to group them into segments for easy navigation.
Keep your eyes glued on @bellafricanauk/@bell_africana so you don’t miss a single thing. And on that note, let us begin shall we?
In no particular order, let’s meet the creatives showcasing at TALES by Bellafricana 2024. We would be starting with:
A Diverse & Handpicked Range of Beautiful Clothing From:
Young Marys: Thursday July 4th, Friday 5th, Saturday 6th, Sunday 7th, Monday 8th, Tuesday 9th & Wednesday 10th
Explore The Unbelievable Art From The Talented:
Isaac Emokpae : Thursday July 4th, Friday 5th, Saturday 6th, Sunday 7th, Monday 8th, Tuesday 9th & Wednesday 10th.
Last year we had an amazing turn out with 21,000+ attendees. This year, we want to break that record and go even higher but we can’t do this without your help. So prepare for an immersive experience into the world of African creativity this July 4th-10th 2024, and RSVP today to secure your spot at TALES: The African Lifestyle Experience.
Yes, first come first serve, you don’t want to miss out on this.
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If, for some weird reason, you’ve missed hearing about Bellafricana before now, allow us to introduce ourselves:
Bellafricana is more than just a platform; it’s a thriving community of African creatives dedicated to supporting and empowering entrepreneurs in the arts & crafts, fashion, beauty, and home & living industries. Led by our visionary CEO, Bukky Asehinde, we’ve been championing African creativity for over a decade, providing the right business support and structure for our members to thrive in a global market. Essentially, we want to see African creative entrepreneurs win internationally.
At Bellafricana, our mission is clear: to be the premier destination for buyers worldwide seeking quality African-made/inspired products. We uphold the highest standards of business ethics and integrity in every interaction with our members, customers, partners, and employees. Through our dedication to excellence, we not only drive economic progress in Africa but also inspire others to contribute to the continent’s development and social advancement.
We understand the importance of business management in creative enterprises, which is why we provide valuable resources and insights on how to avoid burnout as a creative entrepreneur. Most importantly, we chronicle African creative culture through the distinctive perspective of Africans for a global target audience.
Together, we can make a meaningful difference in the world, starting with Africa.
Summary: Bellafricana is more than just a platform; it’s a vibrant community where African creativity flourishes. Whether you’re an entrepreneur, a buyer, or simply passionate about African culture, there’s a place for you here. Join us on this exciting journey as we continue to empower African creatives and showcase the beauty of our continent to the world.
→ Follow us on social media to stay updated on the latest news, sneak peeks and behind-the-scenes glimpses into TALES. ↓
Thanks for reading. Now that you know all the creatives showcasing at TALES by Bellafricana 2024, I can’t wait for you to come and shop from them. See you at TALES.
If you are yet to read the full details about TALES: The African Lifestyle Experience by Bellafricana,
Keep reading, I got you covered.
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Get Ready for the Ultimate Cultural Experience:
🗣TALES! TALES! TALES! TALES!
London City, this July, get ready for an immersive experience into the world of African creativity and Innovation.
Our annual Summer pop-up event has evolved for the better and I’m here to tell you all about it.
With a new and improved version called TALES, an acronym for The African Lifestyle Experience by Bellafricana.
(Something about the word “TALES” just rolls off the tongue doesn’t it…).
This milestone is an extremely exciting transformation for you and for me , how? As we open a window in the global market for talented African creative entrepreneurs in the fashion, beauty, art, food and lifestyle industries, attendees of this promising event are provided (on a platter of gold) a culture infused metaphorical meal with a side of fresh unique products with different stories to tell, right in the heart of London.
💌 YOU are cordially invited to come, shop, look around, take pictures, make videos, form new connections and have an amazing time surrounded by ART. 💌
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Event details:
Date: July 4th – July 10th 2024
Time: 10am – 9pm Daily
Venue: Gallery Different, 14 Percy Street, London W1T1DR (near Oxford Street, off Tottenham Court Road).
Make sure to mark your calendar so you don’t forget <3 …. Thank me later 😉
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TALES: THE AFRICAN LIFESTYLE EXPERIENCE
Summer is fast approaching and if you are anything like me you want to be outside, enjoying the beautiful weather, with some family & friends doing some pretty cool stuff.
Well the first week of July 2024, Bellafricana has got you covered. TALES is a weeks long event centred on an immersive experience into the African innovative and artistic culture with 35+ brands to browse through, shop from and interact with. In this post, I’ll give you a sneak peek into what to expect at TALES.
Directions to this 7 day event (July 4th – July 10th) :
You can share this link with the people you’re inviting too for easy navigation,this one.
Look out for this building ⤵️
We will be transforming Gallery DIFFERENT come July.
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Quick Break ⏸
Now, if you don’t mind and have 30 seconds to spare, I’d love to hear from you.
→ Yes, thank you, click this link(here for this 1-question form) to let me know who/what you’re looking forward to seeing at TALES this July.
→ When you’re done with that, feel free to check out our social media channels ↓
& Don’t be a stranger, leave a follow or a like or two. Better yet, comment something like “Keep the blogs coming” to stay in the loop, also so we know you were here 🤝.
→ Trivia of the Week 🧠
To keep things light and fun, let’s play a game.
“How well do you know Africa?”
In the image below, how many country flags can you confidently identify?
A friendly trivia game, How many flags can you identify here?
Leave a comment with the number of flags you can identify, feel free to list them out too.
I’ll start,
my honest answer is 10 (is that bad? what do you think? let me know in the comments)
Fun fact: There are 54 countries in Africa, according to the United Nations, with a growing population of over 1.3 billion people. 1,300,000,000 beautiful people!
The answer to this trivia will be revealed in next weeks blog, stay tuned. ✌🏼
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Back to Business 🎬
What to Expect at TALES : The African Lifestyle Experience.
At TALES there would be 35+ creative entrepreneurs present for you to discover (Click here for an up-to-date list of the vendors that would be selling at TALES this July with their corresponding dates.)
We don’t want to give everything about the event away simply for the element of surprise but we sure are going to give a significant amount, for all the explorers.
Discover 35+ different handpicked brands each day showcasing a one-of-kind mix of fashion, beauty, lifestyle, art, and food products, highlighting the best of African creativity and innovation (click here to find out the days for each brand).
Indulge in delicious food and drinks that showcase the rich culinary heritage of Africa.
Join engaging sessions where creatives share their inspiring journeys, insights, and expertise, offering a unique glimpse into the world of African entrepreneurship.
Collaborate with talented artists Kofo Nolla-Omidiran, Isaac Emokpae, and Mrs. Bukola Adenuga in dynamic and interactive doodle and paint sessions, bringing art to life.
Immerse yourself in a week-long celebration of African art, fashion, food, music, and lifestyle, reflecting the continent’s rich cultural heritage and diversity.
And So Much More !
If you are a/an;
Fashion Enthusiast
Passionate about Interior Design
Art or Culture Lover
Beauty and Self Care connoisseur
This summer event is for you, join us for a vibrant pop-up event that celebrates the best of African creativity and entrepreneurship.
Have I already mentioned this event is kid-friendly? Ok good, just checking.
TALES is a celebration of Africa’s creative spirit, and we want you to be a part of it. Whether you’re an avid supporter of African craftsmanship or simply curious to explore new cultures, TALES has something for everyone.
Last year we had an amazing turn out with 21,000+ attendees. This year, we want to break that record and go even higher but we can’t do this without your help. So mark your calendars for July 4th-10th, and RSVP today to secure your spot at TALES: The African Lifestyle Experience, tickets are limited plus it’s already June, so hurry! Let’s create lasting memories and celebrate the true essence of the beautiful continent of Africa. We can’t wait to welcome you with open arms!
Share this link with your group-chats, your families, maybe even some frenemies, everyone really.
Free entry | 35+ different small businesses to explore each day | Welcoming and friendly community | Great and genuine vibes | New and exclusive things to purchase | Handmade African inspired products | Network of creative entrepreneurs and industry experts.
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If, for some weird reason, you’ve missed hearing about Bellafricana before now, allow us to introduce ourselves:
Bellafricana is more than just a platform; it’s a thriving community of African creatives dedicated to supporting and empowering entrepreneurs in the arts & crafts, fashion, beauty, and home & living industries. Led by our visionary CEO, Bukky Asehinde, we’ve been championing African creativity for over a decade, providing the right business support and structure for our members to thrive in a global market. Essentially, we want to see African creative entrepreneurs win internationally.
At Bellafricana, our mission is clear: to be the premier destination for buyers worldwide seeking quality African-made/inspired products. We uphold the highest standards of business ethics and integrity in every interaction with our members, customers, partners, and employees. Through our dedication to excellence, we not only drive economic progress in Africa but also inspire others to contribute to the continent’s development and social advancement.
We understand the importance of business management in creative enterprises, which is why we provide valuable resources and insights on how to navigate a fluctuating economy. Most importantly, we chronicle African creative culture through the distinctive perspective of Africans for a global target audience.
Together, we can make a meaningful difference in the world, starting with Africa.
In summary: Bellafricana is more than just a platform; it’s a vibrant community where African creativity flourishes. Whether you’re an entrepreneur, a buyer, or simply passionate about African culture, there’s a place for you here. Join us on this exciting journey as we continue to empower African creatives and showcase the beauty of our continent to the world.
Cue outro for the final lap of this article.
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As we come to the end of this read, I thought it best to conclude with this.
TALES is more than just a pop up event happening in London July 4th-10th 2024 – it’s a movement that empowers African creatives, promotes cultural exchange and celebrates the continents rich diversity. By attending, you’ll be part of something big; a community that is shaping the future of African creativity and entrepreneurship.
Get Your Tickets Now – you don’t want to miss out on this unforgettable experience, secure your spot today and be part of the ultimate cultural celebration!
We at Bellafricana look forward to welcoming you to TALES: The African Lifestyle Experience!
On that note, see you at TALES.
Bye for now.
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