A Guide on TALES 2025 by Bellafricana

Every summer, London pulses with fashion, art, and culture, but for ten remarkable days this July, the city will do more than just buzz. It will glow with the brilliance of African creativity.

TALES: The African Lifestyle Experience by Bellafricana is back, and it’s reimagining what a showcase of African excellence can look like.

What Is TALES?

TALES (The African Lifestyle Experience) is Bellafricana’s flagship event, a curated celebration of Africa’s rich creative industries.

Founded by Bukky Asehinde, TALES is a marketplace, but even more, it’s a movement, built on community, collaboration, and creative entrepreneurship. Hosted annually in London, TALES brings together African and African-inspired brands from around the globe to connect with a diverse audience hungry for authenticity, quality, and innovation.

A Journey Through the Years

In 2023, TALES debuted as a vibrant one-of-a-kind pop-up event, introducing over 30 brands to a London audience eager to discover something new. It was intimate but electric, a taste of what was to come.

In 2024, TALES returned under the theme “Undiscovered Africa.” Held at Gallery Different in Fitzrovia, it showcased over 40 brands, each telling a unique story through fashion, beauty, art, and homeware. With its welcoming energy and powerful sense of community, the event drew thousands of visitors from creative enthusiasts and cultural tastemakers to the simply curious, all seeking deeper connections to African creativity.

Why TALES Matters

TALES exists to create space, real, tangible space, for African creatives to thrive globally. It’s about shifting narratives, expanding opportunities, and building a thriving community of makers and lovers of craft. Whether you're a young designer from Accra or a beauty entrepreneur in London, TALES is where your story belongs.

What’s New in TALES 2025?

This year’s edition, themed “Reimagine 2025,” is the most ambitious yet. Set in London’s iconic West End, TALES 2025 takes place at Luxury Promise, an elegant showroom located at 28 Cavendish Square, just steps from Oxford Street.

From July 25 to August 3, over 70 curated brands will transform this luxurious space into a living, breathing celebration of African artistry.

What makes this year different, and what should you expect?

If you’ve never been to TALES before, here’s a breakdown of what’s in store:

• More Brands, More Stories: With 70+ African and diaspora-owned brands, expect a wider, more diverse range of offerings; high fashion and home fragrance to fine art and interior pieces, all deeply rooted in African heritage.
• A New Format for Conversation: Forget the formal panels. TALES 2025 introduces fireside chats. They’re more relaxed, real conversations with trailblazing creatives, designers, and entrepreneurs. Sit in as these thought leaders and cultural workers share honest reflections about building creative businesses, navigating the global market, preserving heritage, and staying inspired.
• Cross-Generational Spotlights: The beloved Kidpreneur x Veteran segment returns, and it brings the new generation of entrepreneurs face-to-face with seasoned icons. It’s about dialogue, mentorship, and honouring every stage of the journey. featuring inspiring dialogues between Gen Z entrepreneurs like Oreofe and industry pioneers like Gloria Ije Anyaehie-Coker, founder of GIA1 Fashion.
• Air Peace Flight Discounts: Through a new partnership with Air Peace, attendees and vendors flying into London can enjoy 15% off base fares, making it easier than ever for creatives across the continent to participate.
• Support from the City of Westminster: This year, TALES is proudly supported by the City of Westminster and the New West End Company. This means wider visibility across London, from Oxford Street’s digital platforms to city-wide cultural endorsements.
• Live Art & Cultural Immersion: Art is not just on display, it’s created live. Join artists like Isaac Emokpae and Kofo Nolla-Omidiran as they host collaborative doodling and painting sessions. You'll witness the creative process in action, and even add your own mark to communal pieces.

Throughout the 10 days, attendees will also enjoy African music, culinary delights, and cultural showcases that give you a deeper understanding of the continent’s evolving creative spirit.

Why Should You Attend TALES 2025?

Sure, you can shop all you want, but beyond that, it’s a portal into community, into culture, into creativity. Here’s why you should come:

• Free Entry — All you need to do is RSVP.
• 70+ vendors to explore each day.
• Diverse creatives — from 13-year-old prodigies to 70-year-old legends.
• Unforgettable atmosphere — welcoming, soulful, and full of energy.
• Meet industry experts, network with fellow creatives, and gain real-world inspiration.
• Win a £200 gift card just by attending.
• Discover new products you won’t find anywhere else.
• Be part of something bigger — a creative movement that is changing the narrative of African entrepreneurship.

Frequently Asked Questions (FAQs)

Final Thoughts

TALES 2025 is reimagining what African creativity looks like on a global stage. It’s a space where culture is celebrated, and community is everything.

So whether you're a buyer, browser, or believer in the power of African brilliance, come. Come shop, connect, and celebrate.

🔗 RSVP now: tales.bellafricana.co.uk

📸 Follow the journey:

Instagram: @bell_africana | @bellafricanauk

TikTok: @bellafricanauk

LinkedIn: Bellafricana