A Quick Update

Joining Shopmy and affiliate marketing's role in African fashion

Nov 03, 2025

When I recently discovered Shopmy, a premium global affiliate marketing platform working with some of the biggest retailers and brands, I was hooked. Designed for brands and curators alike, it’s not only the Pan-African designers on the platform that made it stand out. Its clean editorial-style interface also played a part.

While the majority of African brands including Abiola Olusola, Boyedoe, Thebe Magugu, Sindiso Khumalo, and Lukhanyo Mdingi to name a few, are on the platform through international luxury retailers like Moda Operandi, Shopbop, Ssense, and Mr Porter among others, Shopmy also showcases brands individually. For example, names like Andrea Iyamah and Epara run their stores independently on the platform. Still, the ability to access designers from the continent in global retail spaces alongside their peers remains uncommon.

As a result, I’m excited to expand my reportage to product recommendations via Shopmy. While I have conflicted feelings about affiliate programs in general and how they are used to drive mindless consumption, I do believe that there’s a place for high-end affiliate platforms in the context of African fashion. Not only for designers to drive direct-to-consumer sales among other brand building activities but also for content creators and curators like myself. Monetising our creative work is something I see many designers and creatives, myself included struggle with.

I’m still building my selection and hot picks which span menswear, womenswear and accessories. From Labrum London, one of my favourite menswear brands right now to Kilentar, Daily Paper, and Diarrablu as well as under-the-radar names that you might not know like Feben. It includes the very best.

Hand selected by me, this collection blends some of my favourite Pan-African fashion pieces which I’d personally wear, though not every item reflects my personal style. I may also include standout products I might not necessarily wear but genuinely believe to be exceptional.

PS: If you’re a brand, stylist, content creator or any sort of creative with a community and would like to join Shopmy, feel free to use my referral link.