African artists are increasingly stepping onto the global stage, bringing rich cultural narratives to a variety of platforms. In recent years, major global brands have recognized the value of collaborating with these artists, integrating African aesthetics and stories into their campaigns. These partnerships have not only elevated African art but have also redefined how brands connect with diverse audiences.
The relationship between African art and commerce is not new, but the scale and scope of collaborations have grown significantly in recent years. While early partnerships focused on showcasing traditional crafts, today’s collaborations explore contemporary art forms like digital art, installations, and fashion.
In the early 1990s, South African artist Esther Mahlangu gained international recognition by painting traditional Ndebele patterns on a BMW 525i, marking one of the earliest and most iconic partnerships between an African artist and a global brand. By the 2010s, major brands like Nike, Absolut, and Gucci began engaging African artists to bring fresh, diverse perspectives to their products and campaigns.
Notable African Artists Who Have Collaborated With Global Brands
Laolu Senbanjo: Laolu Senbanjo also known as Laolu NYC is a Nigerian visual artist, musician, songwriter and former human rights attorney. He is well known for his signature “Afromysterics” designs, meaning mystery of the African thought pattern. Laolu has collaborated with global brands like Nike to create a custom Air Max collection that includes a T shirt and sneakers design.
His art style was also showcased in Beyoncé’s Lemonade album where his body art known as the Sacred Art of the Ori is shown throughout the visual album. Senbanjo’s intricate patterns celebrate Yoruba culture, bringing African heritage to a global audience. His growing list of collaborations currently include Starbucks, Llardo, Equinox Fitness, Bvlgari, TED, Belvedere and many more.
Esther Mahlangu: South African artist, Esther Mahlangu is known for her bold large scale contemporary paintings with vibrant Ndebele designs. Known as one of South Africa’s best artists, her works have adorned not just cars but also high-end Rolls-Royce interiors. Her work has become a global symbol of African craftsmanship.
In 1991, she was commissioned by BMW to create an art car as other BMW Art Car creators had done before. The car, a BMW 525i, was the first African Art Car and was painted with Ndebele motifs. Esther Mahlangu’s 1991 BMW Artcar was on view at the British Museum as part of ‘South Africa: the art of a nation’, from 27 October 2016 – 27 February 2017. She also completed a special edition premium Belvedere Vodka bottle design alongside John Legend where 50% of all profits were used to help fight HIV/AIDS in Africa.
Her artworks grace many of the world’s most respected museum, corporate, and private collections and many experts believe that no serious African Contemporary Art Collection can be considered complete without one of her artworks.
Trevor Stuurman: is an award winning South African photographer, visual artist and fashion icon. He has partnered with international fashion icons such as Naomi Campbell, Gigi and Bella Hadid, Kendall Jenner, Barack Obama etc. Trevor has also partnered with brands like Montblanc, Disney, Mini Cooper, Nedbank, G Star RAW, Vivo Mobile, Gucci, Rich Mnisi, Tongoro, Moshions, Simon and Mary Fez’s hats, Standard Bank and Laurence airline.
These collaborations are more than just business deals; they’re platforms for cultural exchange. African artists use their work to tell stories that resonate deeply with local and global audiences. For brands, these partnerships inject authenticity into their campaigns, helping them connect with new markets and audiences seeking cultural depth.
His collaboration with Standard bank saw him creating a bicycle sculpture, decorated with Ndebele-inspired beading and credit cards.
Lulama Wolf Mlambo: South African artist Lulama Wolf known for her modern neo-expressionist work, broke barriers when she collaborated with luxury Danish audio brand Bang & Olufsen. Her contribution to the brand’s “Art of A9” series was more than a design—it was a statement. Lulama infused the iconic Beosound A9 speaker with her signature style, drawing inspiration from traditional African patterns and contemporary art forms.
This collaboration, which made Lulama the first Black South African to work with the brand, is a testament to the growing recognition of African artists in global markets. Lulama has also partnered with other major brands like H&M and Country Road, bringing her vibrant artistic vision to broader audiences.
Dennis Osadebe: Nigerian mixed-media artist and sculptor celebrated for his futuristic and playful approach to African culture, joined forces with French luxury house Hermès to create the “Surfing Fan Scarf 65.” This piece masterfully blended Dennis’s vibrant aesthetic with Hermès’ legacy of exquisite craftsmanship. The result was a scarf that not only told a story but also embodied the merging of two worlds—traditional African artistry and modern luxury.
Osadebe’s growing portfolio also includes collaborations with brands like Nike and Facebook, showcasing his ability to adapt his bold and colorful style to different mediums and platforms.
Ludovic Nkoth: Cameroonian-American artist Ludovic Nkoth made waves in the fashion world with his participation in Dior’s prestigious Lady Art project. Ludovic reimagined the iconic Lady Dior handbag, transforming it into a deeply personal canvas that reflected his cultural heritage and life experiences.
With bold colors and symbolic elements, his design captured the essence of identity and belonging, resonating with audiences far beyond the fashion industry. This collaboration marked a milestone in Ludovic’s collaboration , solidifying his place as a creative force to watch.
Tejumola Butler Adenuga: Nigerian born, London based multidisciplinary artist and designer, Tejumola Butler Adenuga brought Yoruba culture to the forefront in his collaboration with Crocs, showcased at Selfridges in London. Known for his ability to merge tradition with contemporary aesthetics, Butler’s designs for Crocs were a celebration of African heritage reimagined for modern audiences.
This collaboration wasn’t just about footwear; it was about creating a dialogue between cultures and making African art accessible to a global audience.
He has also been commissioned for and collaborated with other notable international brands such as Adidas, Uber, New York Times, MTV VMA’s, Dr Martens, Soho House, Atlantic Magazine, Berluti, The British Fashion designer Council, The New Yorker, Pentagram etc.
Laolu Senbanjo noted that his Nike collaboration significantly boosted his career, opening doors to other partnerships and exhibitions worldwide. Esther Mahlangu’s BMW project inspired other global brands to invest in African artisans, creating a ripple effect across industries. For brands, working with African artists enhances their appeal, especially in younger markets that value authenticity and diversity.
Despite the successes, challenges persist in artist- brand collaborations. Brands may sometimes risk diluting or misinterpreting cultural symbols in pursuit of commercial goals. Also, artists may be underpaid or lack control over how their work is used. To address such concerns, brands must adopt fair practices, including equitable compensation and genuine collaboration with artists.
The collaboration between African artists and global brands is not just about commerce—it’s about building bridges between cultures, empowering creatives, and redefining global narratives. As these partnerships continue to grow, they promise to inspire new forms of art, innovation, and cultural appreciation.
By championing fair practices and celebrating authentic stories, brands and artists can create collaborations that resonate across generations.
