Fashion is Not an Accessory in Music, It’s a Storyteller

Christabel Newman
By
Fashion is Not an Accessory in Music, It’s a Storyteller
Robert Raymond Cudjoe
WRITTEN BY WALTER SENA 


Calls Intensify for TGMA to Recognise Fashion Designers and Stylists. The conversation around the  Telecel Ghana Music Awards (TGMA) is taking a bold new direction, as growing voices within the creative industry call for fashion designers and stylists to be officially recognised for their contribution to the visual storytelling of music.

Fashion designer and CEO of Chapters Couture, Robert Raymond Cudjoe, has become one of the strongest advocates for this movement, arguing that fashion is far more than an accessory in music it is a vital storytelling tool that shapes an artiste’s identity, performance and legacy.

Speaking in a recent feature with Graphic Showbiz, Cudjoe explained that fashion designers and stylists are not silent supporters but “storytellers, image-makers and cultural ambassadors whose work transforms performance into legacy.”

He cited examples such as Black Sherif, whose distinctive style has become inseparable from his artistry, earning him appearances at major fashion events like the Off-White Fall/Winter 24 Fashion Show in Paris and the 2024 London Fashion Week. “Today, fans don’t only anticipate Black Sherif’s performance but also his fashion choices. His style has become a language of its own,” Cudjoe said.

While the TGMA currently acknowledges the visual side of music through its Best Music Video/Director category, Cudjoe believes it’s time for organisers to go further by recognising fashion professionals whose creativity defines how artistes present their work to the world.

“Introducing a TGMA category such as Best Fashion Designer/Stylist (Music or Performance) would complete the creative chain that links sound, sight, and style,” he proposed. He added that such a move would also strengthen Ghana’s creative synergy between fashion and music, providing a platform for designers to gain global visibility.

This call aligns with global trends from the MTV Video Music Awards to the BET Awards and Grammy Visual Excellence initiatives, where fashion is celebrated as a crucial part of music performance and branding.

“TGMA has proven it can lead in redefining creative benchmarks in Africa. Recognising fashion professionals is the next bold step. It will not only boost designers’ confidence but also inspire artistes to raise their fashion game,” Cudjoe asserted.

Indeed, in today’s music landscape, visual identity is as powerful as lyrical expression. Fashion helps narrate the story an artiste wishes to tell amplifying emotion, shaping perception and defining eras. The push for TGMA to honour designers and stylists isn’t just about new categories it’s about correcting a creative oversight and celebrating the full ecosystem that makes Ghanaian music world-class.

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