ABSTRACT
This chapter makes a case for the focus on the luxury brand aesthetics emerging from Africa, both to show that they exist, but also to explore how they are producing innovative aesthetics and narratives that reach global cultural markets. It synthesizes the key themes that illuminate existing critical research addressing luxury in general, and in Africa specifically. It also presents notes on methods: a decolonial discourse analysis of purposively selected case studies, contextualized and put into dialogue, where useful, with material from ethnographic work.
