TALES House is the Oxford Street-adjacent retail and cultural home dedicated to premium African and diaspora fashion, beauty and lifestyle.

Developed by Bellafricana co-founders, husband and wife duo Bukky and Oluwatobi Asheinde, the launch of TALES House comes at a time when global demand for African brands and creative excellence is at an all-time high. In recent years, the enthusiasm for African fashion and designers has stepped beyond the continent, moving confidently into international luxury spaces and popular high street stores.

The vibrancy, flair and creativity that is so much a part of African brands and fashion has seen numerous crossover collaborations and partnerships with global brands. For those in the know, regular popups, usually in London’s West End, featuring popular African designers are one way to ensure you get your hands on must-have designs.

With last month’s official launch of TALES House at 28 Cavendish Square, right off Oxford Street, savvy shoppers now have a permanent home for luxury African fashion, beauty and lifestyle brands right in the centre of UK’s busiest shopping street.

TALES House has manifested its aim of stepping away from the concept of transient pop-ups to its position as a permanent new retail and cultural ecosystem. The destination is part concept store, part cultural salon, and part creator studio. An important aspect of the destination is its pioneering, rotating ‘Creator-in-Residence’ programme.

Visitors can expect to experience a highly curated selection of fashion, beauty, and lifestyle labels spanning contemporary luxury, fine craftsmanship, and modern heritage design. Featured launch designers include Trax Apparel, known for its contemporary interpretation of heritage luxury; Ailakoko, recognised for elevated sustainable accessories; and Simeogieme, a celebrated regular presence at Africa Fashion Week London.

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Melan Magazine stopped by on launch day to soak up the vibes and we managed to catch up with co-founder Bukky Asehinde to learn more about Tales House.

What inspired the idea of TALES House?

At Bellafricana, we had spent years creating visibility for African creatives globally, but visibility alone is no longer enough. TALES House began as a question: what happens when African creativity is no longer treated as temporary? Opening a permanent home on Oxford Street is about creating infrastructure, longevity, and long-term commercial opportunity for brands and creators who deserve to be seen at the centre of global culture—not at its edges. We wanted to create a space experienced with the same permanence, care, and visual excellence expected of any global luxury destination.

Why do you think London is ready for Tales London?

London is such a diverse city. With its many cultures and ethnicities, various backgrounds. This marries beautifully with the excellence and craftsmanship of African designers and creatives. There has been a lot of under-representation in years past, but with the opening of our flagship store in Oxford Street we’re ready to shine a spotlight on our magnificent African brands.

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Why Oxford Street?

Oxford Street is regarded as one of the busiest retail areas within Europe, but I always wondered, ‘how is there no permanent flavour or story of Africa there?’. I feel with the opening of Tales House in Oxford Street; we have built a home for Africa and its brands in London. I want people to experience the taste and feel the creativity of African brands in this space. It’s a space where we are able to showcase these African brands in a wonderful setting.

How has the African fashion scene changed in the last five years?

Over the last five years, it feels as if there is more of a level playing field in certain areas of the fashion scene. For example, when it comes to social media, our African creatives are holding their own against global fashion brands. In the last five years, there has been an exponential growth alongside the global spotlight on Africa. In terms of creativity and excellence, African brands have really upped their game in comparison to more established global brands. Looking at this growth, I’m extremely excited to see what the next five years will bring.

What’s been the most challenging thing about setting up Tales House?

For me, it’s trying to bring our vision to life. Tales House is about African stories. How do we bring these stories to life, in a luxurious way? In a way that showcases the brand in the best way?

Another challenge is getting the word out to our community and beyond. Letting them know that we are here. This is not just about Bellafricana. This is not just about mine or my co-founder (husband’s) ambitions. Tales House is an entire ecosystem, an economy, if you will. Africa in a microcosm in this small corner of Oxford Street in London.

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What’s been the best thing?

That’s easy, this launch day was amazing. Seeing our dream come to life. Opening those doors for the first time and seeing all the people and the different brands occupying the space.

What can visitors expect during a trip to Tales House?

I’m looking forward to shoppers coming in and discovering the amazing brands taking up residency here. Yes, they might have seen some of them online, but a visit to our space means they will be able to see them, feel them, touch them and hear their stories. That will be a real treat. Walking into Tales House, we want people to really experience the space. For them to feel proud and to recognize that this excellent space is for them.

Visit TALES House
Location: 28 Cavendish Square, London W1G 0DB
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The post TALES House: A luxury home for African brands in Oxford Street first appeared on Melan Magazine.