Africa: Loza Maléombho Is Building An Industry From African Stories

What the report says

Ivorian designer Loza Maléombho is broadening her work beyond fashion through Pokou, a creative project rooted in Baoulé history, local craftsmanship and artificial intelligence, according to Bird Story Agency’s report published by AllAfrica. The initiative is based in Treichville, Abidjan, where Maléombho is developing a larger cultural universe that includes clothing, film, art, architecture and digital experiences.

The story centers on Queen Abla Pokou, a legendary figure in Baoulé tradition, whose sacrifice is presented as a symbol of survival and communal responsibility. Maléombho said she sees the story as locally meaningful while also relatable to wider audiences. Her Pokou series launched on YouTube in June 2026 and is meant to support her label while opening new commercial paths for African-owned creative intellectual property.

Maléombho is already internationally known after Beyoncé wore her designs in the Formation video and later in Black Is King. Now, she wants to move from celebrity-driven recognition to a multicultural creative studio model that can generate products, licensing opportunities and immersive experiences. The report says her company works with more than 50 artisans in Côte d’Ivoire, uses mostly local inputs, and still faces common structural hurdles for African fashion businesses, including sourcing, financing and logistics.

The article also places the project in a broader industry context: Côte d’Ivoire is a major cotton producer, but much of its raw cotton is processed abroad rather than locally. Supporters cited in the piece argue that stronger training, investment and local production could help turn cultural heritage into a more durable domestic industry.