ABSTRACT
This chapter explores the complex inter-relationships between Africa and the Western world that are already being forged in various aspects of design representation. The African art collections of many Western museums and galleries remain intact, but now have taken on a different cultural value. In the aftermath of these traditional views of African culture and identity, the reading of African art changed considerably with the ending of cold war and increased internationalisation of trade. African produced textiles such as Kente, or Adire, and adopted African attire such as the Dutch wax prints and brocade, common in much of Africa, have all become legitimate elements of high fashion and international textile design. There are few distinct ways in which the media projects global culture. One of the mode is exemplified by more controversial, darker Benetton advertisements, and also often on the international catwalks where the dark African model is shown as being the 'ethnic' and exotic 'other'.
