The Africa Your Time Is Now campaign was launched by South African fashion designer Papama Mtwisha in 2017.

The popularity of her message, seen through fashion in the form of a slogan printed on garments, has spread so widely around the world that it is now sold in department store Bloomingdale’s in the US.

“It’s a simple, clear and loud statement that serves as a reminder of what we’ve been and what we are becoming as an African people,” she tells the BBC.

You can tune into In Business Africa every Friday at 18:30 GMT on BBC World News.

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