African Influencers Dominating the Alté Scene: Emefa Smith
‘Emefa Smith’ by Chuchu Ojekwe for OkayAfrica
When looking at African creatives shaping the Alté scene, it would be a disservice not to spotlight Ghana’s standout export: Emefa Smith. A fashion entrepreneur and stylist, she has become a pivotal player in the Alté aesthetic, both in style and spirit. Let us explore her journey, her influence, and, of course, her brand, The Vintage Smith.
Her Early Days
Emefa began her career as a stylist in the music industry, making her mark at Chocolate City, one of Nigeria's premier labels. There, she worked with artists like M.I. Abaga, R2Bees, and Victoria Kimani, experiences that proved she was indeed the real deal. Even without being an Alté musician herself, Emefa understood the ethos of the scene, its fluidity, rebellion, and authenticity. One could even say she became its fashion translator.
Building The Vintage Smith
As a budding entrepreneur with roots in styling, she’d go straight into selling clothes, but that wasn’t the case. Emefa identified a gap in the market and built her brand accordingly. I may not be a business mogul, but even I know that spotting the right opportunity is what sets the winners apart. That’s smart business, plain and simple.
A hole in the market, plus the discerning eye of a stylist, equals The Vintage Smith.
Through her brand, The Vintage Smith, Emefa sells curated accessories. Think pearl bags, satin satchels, and signature "Gunna" and "Croissant" eyewear, that speak directly to the Alté crowd. She once described the brand with three words: “Alté, edgy, cool” - a perfect encapsulation of its identity.
These items gained cult traction, noted on rising stars like Wavy The Creator, Teezee, and Boj, helping the aesthetic seep further into Nigerian Alté culture.
A Vision Rooted in Sustainability
Emefa is no rebel against sustainable values. Instead of chasing fast-fashion labels, she champions “made in Africa” by collaborating with local artisans and seamstresses. She explains:
“I would much rather empower the people around me than give my money to someone who doesn't care about me”.
This conscious approach enriches the Alté narrative, which suggests that fashion is not just expressive, but also ethically rooted.
Trendspotter and Pioneer
Her knack for spotting trends early on sets Emefa apart. She shares that she can "spot a trend from a mile away" and often wears it before it gains ubiquity. This foresight gives her the edge in the Alté scene, where originality matters most.
The Wider Alté Ecosystem
The Alté movement is deeply rooted in musical expression, with groups like DRB LasGidi and artists such as Odunsi, Lady Donli, and Cruel Santino celebrating individuality in defiance of rigid norms. Its fashion aesthetic combines thrifted finds, genderless cuts, Y2K nostalgia, Japanese streetwear, and punk ethos, creating a rich visual language. Emefa’s work adds to this tapestry, reinforcing the scene’s ethos through wearable statements and edgy accessories.
Looking Ahead
Emefa’s journey from stylist to entrepreneurial brand-leader is one of strategic evolution. And she doesn’t plan to stop evolving anytime soon. Emefa tells Pulse Africa, ‘’I definitely don’t want to be a purely accessories brand, I would definitely love to do clothes and work with other designers on collections but I feel like everything is just about finding the right time you know. As time goes on. you grow, you learn more about the business. Further in the future, I definitely see myself doing more than just eye-wear accessories.’’
It is beautiful that although she built her business to fill a hole in the market, she still plans to return to her passion, styling. She might have something budding with Ruwaafrica, and I cannot wait to see what she unveils. From my observations, she loves bold colors, so we can expect to see a lot of colorful designs.
She also recently dropped some Ankara palazzo pants on The Vintage Smiths Instagram page, which means she has begun her entrance into the fashion scene as a designer.
Final Thoughts
Emefa Smith personifies the Alté philosophy; for her, it’s not just a style, but a mode of selfhood. She isn’t just shaping the Alté scene, she’s living it. Her work goes beyond fashion; it’s a reflection of identity, culture, and fearless self-expression. In a scene that thrives on authenticity, she doesn’t just follow the vibe; she sets it.
I look forward to more accessories from The Vintage Smith, and can’t wait to see more fashion pieces from her.