RENOWNED fashion entrepreneur and international model Belinda Baidoo has appealed to the government to formally appoint her as Ghana’s fashion brand ambassador, saying such a role would help project the country’s image more strongly on the global stage through fashion and the creative arts.
With an extensive career that includes working with global brands such as Nike, Victoria’s Secret and Giorgio Armani, Belinda believes she has already played a significant role in promoting Ghana internationally. However, she maintains that an official platform would enable her to do even more for the country.
In an exclusive interview with Graphic Showbiz recently, Belinda said Ghana’s fashion industry has matured enough to benefit from strategic representation at the highest level.
“I am calling on the government to make me Ghana’s fashion ambassador. Fashion remains one of Ghana’s strongest cultural exports when properly supported. Fashion can project Ghana beautifully to the world, and I’m ready to be part of that story and I believe a proper representation on the global front will do the magic for us.”
On the challenges facing the industry, Belinda admitted that although progress has been made, there are still structural issues that need urgent attention, particularly the instability of the local currency.
She explained that many fashion entrepreneurs rely on imported materials and services, and constant currency fluctuations inevitably increase production costs, which are then passed on to customers.
“The Cedi needs to be stable. Today it’s this, tomorrow it’s that, and it makes the cost of products very high. Once the currency is stable, the customer is happy and the business owner is also happy. And when the customer is happy, everything works well,” she said.
When asked about the global market and reception of Ghanaian-made fashion, she noted that African prints and Ghanaian designs are appreciated worldwide, and designers are now reimagining them to suit modern tastes and to reach a broader audience.
“The African print is all over the world. It has been even before I got here in the business, so it’s nothing new,” she said.
“But I think our generation is making it more modern and contemporary so it’s easy for anyone to buy, whether you are Caucasian, African or Asian. We are making products for the wider community.
While acknowledging international interest in Ghanaian fashion, Belinda emphasised the importance of strengthening the local market first, noting that Ghanaian consumers remain the backbone of her brand.
“We need to look into our backyard before we worry about ‘out there’ because our local customers are very important,” she said.
“The majority of the people who helped build this business are my local Ghanaian brothers and sisters, and then the international world too.”
Belinda advised young and up-and-coming designers to be patient and invest time in learning the business properly before rushing to establish their own brands.
“Don’t rush to open your own store immediately. Do internships, learn the trade and put in the work. When it’s time for your own brand, it will flow naturally and become easier to manage.”
Source: Graphic Showbiz
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