AFRA Rising
A New Dawn for Global Fashion by Mona Shroff®
A New Dawn for Global Fashion by Mona Shroff®
How it all began
In an industry overflowing with creative brilliance, many gifted designers find
themselves navigating a saturated space, often without the exposure they deserve.
Recognizing this gap, The AFRA World was envisioned as more than just a fashion
platform—it became a movement.
Born out of a desire to champion untapped talent, AFRA offers a curated, luxury
space where emerging designers are not only discovered but celebrated. By
providing these creatives with a global stage, AFRA accelerates their journeys and
gives them the recognition they need to thrive in a competitive industry. It’s this
commitment to authenticity, excellence, and innovation that makes The AFRA World a
game-changer in global fashion.
themselves navigating a saturated space, often without the exposure they deserve.
Recognizing this gap, The AFRA World was envisioned as more than just a fashion
platform—it became a movement.
Born out of a desire to champion untapped talent, AFRA offers a curated, luxury
space where emerging designers are not only discovered but celebrated. By
providing these creatives with a global stage, AFRA accelerates their journeys and
gives them the recognition they need to thrive in a competitive industry. It’s this
commitment to authenticity, excellence, and innovation that makes The AFRA World a
game-changer in global fashion.
The Story Behind the Vision
Behind AFRA is Niti Gupta, a dynamic force who has spent over a decade curating
fashion events in Dubai and over two decades nurturing fashion talent while
spearheading the NIFT alumni network. Her close connections with young designers
and entrepreneurs made it clear: the next generation of fashion leaders needed
more than education—they needed access, mentorship, and platforms that believed
in their potential.
This realization laid the foundation for The AFRA World. It is more than a brand—it’s a
bridge. A place where fashion transcends borders, where cultural storytelling meets
cutting-edge design. The platform celebrates the vibrancy of global fashion while
embracing innovative, classic & fashion forward influences, enabling designers to
innovate, adapt, and evolve and giving them the spotlight that highlights their true
flavour to the world.
fashion events in Dubai and over two decades nurturing fashion talent while
spearheading the NIFT alumni network. Her close connections with young designers
and entrepreneurs made it clear: the next generation of fashion leaders needed
more than education—they needed access, mentorship, and platforms that believed
in their potential.
This realization laid the foundation for The AFRA World. It is more than a brand—it’s a
bridge. A place where fashion transcends borders, where cultural storytelling meets
cutting-edge design. The platform celebrates the vibrancy of global fashion while
embracing innovative, classic & fashion forward influences, enabling designers to
innovate, adapt, and evolve and giving them the spotlight that highlights their true
flavour to the world.
What’s in a Name?
The name AFRA is steeped in meaning, drawn from Arabic, Turkish, and Persian
origins. In Arabic, it symbolizes “the colour of the earth”—grounded, warm, and rich.
In Turkish, it means “untrodden ground,” hinting at new beginnings. And in Persian, it
signifies “maple”—a symbol of resilience and transformation.
This multifaceted name perfectly captures the brand’s essence: rooted in heritage,
yet ever-evolving. AFRA is about bringing together the different global designers
symbolizing the colours of the earth, while giving them the wings to explore new
creative landscapes as The AFRA World paves the way for new experiences and
exposure.
origins. In Arabic, it symbolizes “the colour of the earth”—grounded, warm, and rich.
In Turkish, it means “untrodden ground,” hinting at new beginnings. And in Persian, it
signifies “maple”—a symbol of resilience and transformation.
This multifaceted name perfectly captures the brand’s essence: rooted in heritage,
yet ever-evolving. AFRA is about bringing together the different global designers
symbolizing the colours of the earth, while giving them the wings to explore new
creative landscapes as The AFRA World paves the way for new experiences and
exposure.
Looking Ahead: Collaborations & Global Ambitions
The AFRA World is just getting started. With international collaborations already
underway and partnerships with Serbia Fashion Week and Lulubell Group
Africa—AFRA is steadily positioning itself as a global hub for fashion innovation, by
opening the Middle East & India markets for its collaborators. Many more exciting
alliances are in the pipeline, promising to bring fresh, diverse voices to the forefront
of the industry.
With The AFRA World, the future of fashion is inclusive, bold, and borderless—and
Niti Gupta is leading the way.
Regards,
Mona Shroff ®
underway and partnerships with Serbia Fashion Week and Lulubell Group
Africa—AFRA is steadily positioning itself as a global hub for fashion innovation, by
opening the Middle East & India markets for its collaborators. Many more exciting
alliances are in the pipeline, promising to bring fresh, diverse voices to the forefront
of the industry.
With The AFRA World, the future of fashion is inclusive, bold, and borderless—and
Niti Gupta is leading the way.
Regards,
Mona Shroff ®
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