For my graduation project I focused on the intersection between African culture and Western fashion. A  Research into the strategies of companies that use the influence of African cultures in their brand. This research report and the results are of interest to both new and existing companies involved in the development of cross-cultural fashion. The key focus of this report is on the integration of elements of African culture, so it is primarily focused on the use of tangible cultural elements of African culture. Through reading this study and the final product, retailers gain insight into the obstacles that can be experienced when making cross-cultural clothing—developing an understanding of both Western and non-Western consumer perspectives on the use of cultural elements to meet their needs.