What we do

We believe fashion is more than style – it’s a catalyst for social change, cultural connection, and economic empowerment. We are the relevant go-to place for purpose-driven partnerships, connecting visionary fashion brands from Africa and the diaspora with platforms, global agencies, e-commerce and institutions.

Whether consulting, curating, producing, or creating spaces. Our mission is connection, innovation, education, empowerment, and brand partnerships. We are sparring partners, moderators, forward thinkers, designers, style movers implementers, and producers.

We don’t just build brands – we build movements. Through relationships, empowerment, and intentional collaboration, we create pathways for transformation and unlock the untapped potential of the global fashion ecosystem. Join us in shaping a more connected and inspired future – one partnership at a time.

We break stereotypes and change narratives. Let us create a new reality and shape the future.
– Beatrace Angut Oola, CEO

My story!

I am Beatrace. Gamechanger, creative, solution driven, lecturer, frequent speaker on topics of fashion, economic cooperation and culture. I’m looking at fashion and culture through a lens of intersectionality.

My origin is the pearl of Africa also known as Uganda. I was born in Germany, spent my childhood in Kampala and now I live in Hamburg. My main interest is African and Afro-diasporic practices with focus on participatory media and exploring fashion from a curatorial and critical perspective. In 2012, I had my start in the African fashion movement after realizing the lack of representation of BIPoC in the fashion industry. I recognized and understood the historical and socio-political underpinnings that allow the fashion industry to function in colonial ways based on the exploitation and degradation of labor and the natural environment. Since then, I became a voice in the larger African fashion and sustainability movement. My experience in the media and fashion landscape as fashion stylist, creative project manager, curator and creative producer, led me to create an agency for marginalized groups with authentic aesthetics and to support the visibility of BIPoC. My driving forces are authenticity, creativity, unity, social and environmental justice. As creative project manager I have worked on campaigns for SMART, DIOR, Montblanc, Zalando X Vans, FILA, Daily Paper and many more. Additionally I am a speaker, moderater and a guest lecturer at the University of the Arts Bremen. I believe in forward thinking people and mindful collaborations that allow outstanding partnerships. My dream is to create and shape the future. I love to connect people, out of this, the Fashion Africa Now podcast was born and it feels good and I am the host looking forward to interesting conversations around fashion in Africa and its diaspora. Together and connected we can be the change. The change begins in you! – that is the story!

APYA

The letter “A” represents Africa. “pya” is a Swahili word and can be translated as “new”. As trailblazers, we hold an international network and are connected with creatives from Africa and the African diaspora. Here to break stereotypes and share our knowledge production.

APYA Productions was founded in Germany (2012) by Beatrace Oola, a creative agency that drives change through culture, within the creative industries. Hence, APYA embodies a creative scene, presenting itself forward forward-thinking, conscious and innovative.