Ruth E. Carter: Redefining Fashion and Pioneering Afrofuturism
Are you thinking of fashion? What if every piece of fabric told a story—one that could change how an entire community was seen, understood, and remembered? That is exactly what we are taking about today. For Ruth E. Carter, the Oscar-winning costume designer behind Black Panther and Wakanda Forever, fashion has always been a tool for empowerment, storytelling, and, most importantly, identity.
Learn How to Leverage Your Story through our Story To Asset Transformation (S.A.T) Framework.
How did a young woman from Massachusetts become the first Black person to win an Academy Award for Costume Design? How did she go from a sewing class at her local Boys and Girls Club to dressing the royalty of Wakanda?
The answers to these questions are more than just a tale of one woman’s ascent in Hollywood—they offer you, the creative entrepreneur, a roadmap for how fashion, culture, and community intersect to create something world-changing.
The Power of Storytelling through Costume
You’ve likely heard the saying that “clothes make the man,” but for Ruth E. Carter, they do so much more—they tell the story of who that person is, where they come from, and where they’re going.
Carter, a two-time Oscar winner, has always believed that a costume designer is, at their core, a storyteller. When she worked on Black Panther, she wasn’t just dressing actors in elaborate costumes—she was weaving a visual tapestry of African culture, history, and future possibilities, all in one intricate design.
See also Obehi Ewanfoh’s 46th Birthday Reflection: Celebrating Gratitude, Family, and the Art of Storytelling
This approach resonates strongly with the research project we began in 2013 in Verona, Italy, exploring the presence of Africans in northern Italy. What started as a small endeavor has since evolved into a global phenomenon.
Led by Obehi Ewanfoh, the author behind The Storytelling Mastery, the project “The Journey“—is reshaping narratives within the African diaspora. It is opening new paths for collaboration and redefining the way we tell our stories.
The Wakandan royal garments weren’t just based on any African culture; they were a celebration of a diverse, uncolonized Africa, one that could have existed without the scars of colonization.
Her costumes didn’t just contribute to the plot—they anchored the entire narrative. They embodied the themes of empowerment, resistance, and resilience that are at the heart of Black Panther’s story.
This is where Carter’s genius lies. Through fabric, color, texture, and detail, she used her designs to bring forward a new representation of African culture that was powerful, futuristic, and unapologetically African.
This isn’t just relevant to the fashion industry—it’s directly applicable to how you, as a creative entrepreneur, can use your work to make a meaningful impact.
Just as Carter’s designs have shaped global perceptions of African heritage, your creative endeavors can challenge, inspire, and uplift the communities you represent.
Afrofuturism: Designing a Future Without Limits
As a creative entrepreneur from the African diaspora, the idea of Afrofuturism may already resonate with you. The genre imagines a world where African cultures, technologies, and futures evolve without the constraints of colonization or oppression.
Ruth E. Carter’s work is a pillar of Afrofuturism, and it’s one that should give you permission to dream big in your own business endeavors.
When Carter designed the costumes for Black Panther and Wakanda Forever, she was propelled by the vision of a future for African people that was neither bound by the past nor shaped by the legacy of slavery or colonialism.
She drew on real African cultures but reimagined them in ways that hadn’t been done before, blending traditional garments with futuristic technology and aesthetic choices. The use of vibrant textiles, powerful symbols, and ceremonial dress created a world that was both deeply rooted in African identity and boldly futuristic.
But this isn’t just fantasy. Afrofuturism offers a template for entrepreneurship that values cultural authenticity while embracing innovation. It allows you to rethink what the future could look like for African and African diasporic communities—one where business, culture, and identity coexist in powerful ways.
When you create from this place, you contribute not only to your craft but to a larger, generational impact that reaches beyond your business’s bottom line.
The Rising Power of Afrofuturism in Global Fashion
Afrofuturism’s reach has only expanded in the years following Black Panther’s release, and Ruth E. Carter is undoubtedly at the forefront of this cultural movement. According to a 2020 study by McKinsey & Company, the African fashion market is projected to reach $15.5 billion by 2025, a significant increase from the $5.3 billion it was valued at in 2017.
“Fashion” according to the Nigerian Minister of Art, Culture, and Creative Economy, Hannatu Musa Musawa” is far more than a form of expression. It is an economic powerhouse.”
“The global fashion industry,” she added in a report published by the Nigeran Trube “is valued at approximately $2.5 trillion.” In Nigeria alone, the fashion industry contributes approximately $6.1 billion to GDP, while South Africa’s textile sector employs over 140,000 people, demonstrating the sector’s capacity for job creation.
This growth is fueled by a new generation of designers, entrepreneurs, and creatives who are not only drawing inspiration from traditional African culture but also from the boundless possibilities that Afrofuturism offers.
Carter’s designs helped popularize Afrofuturism in mainstream fashion, inspiring everything from Serena Williams’s iconic French Open catsuit to merch collaborations and fashion shows at New York Fashion Week.
Her work created a ripple effect, pushing the boundaries of what Black culture and style could represent globally.
For African diaspora creatives, this moment signals a unique opportunity—one where your contributions to fashion, art, or design can help propel a movement of cultural redefinition that spans continents and industries.
Representation: A Key Element in Empowering African Diaspora Communities
As you pursue your own entrepreneurial journey, it’s crucial to understand the power of representation in shaping how people perceive themselves and their cultural heritage. Representation in fashion is not just about aesthetics—it’s about giving voice to a community that has historically been marginalized or misrepresented in mainstream media.
Carter’s costumes in Black Panther not only represented the fictional Wakandan culture but also sent a broader message about the African diaspora’s rightful place in the global conversation about beauty, identity, and power.
According to a 2022 Nielsen report, 58% of Black consumers say that a brand’s commitment to inclusion is important when deciding whether to make a purchase. This speaks to a broader trend: Representation matters, and the desire for positive, authentic portrayals is not just cultural—it’s commercial.
See also Nkuli Mlangeni-Berg: The Creative Visionary Weaving a New Legacy for the African Diaspora
By creating your business with a focus on authentic representation—whether it’s through storytelling, product design, or brand messaging—you have the power to influence not just perceptions but also purchasing behaviors.
People are looking for brands and creators that respect their identities and honor their stories. Ruth E. Carter’s work shows that when you represent your community with honesty and dignity, it creates an emotional connection that can drive a lasting legacy.
The Global Impact of African Diaspora Businesses
The African diaspora has long been an engine for economic development, and that impact is only growing. The African Union has estimated that remittances from the African diaspora contribute $87 billion annually to Africa’s economy.
This wealth isn’t just about dollars—it’s about the transfer of knowledge, ideas, and cultural values. Entrepreneurs from the diaspora are uniquely positioned to leverage both local knowledge and global networks, allowing them to create businesses that have a profound social impact on their communities.
In many ways, Ruth E. Carter’s work exemplifies this model of global impact. While her career started in the world of theater and film, her legacy stretches beyond the Hollywood hills.
She’s influenced the fashion choices of athletes like Serena Williams, shaped the vision of designers like Ozwald Boateng, and introduced a whole new generation to African culture and its creative potential.
As you build your own business, think about how you can use your creative skills to inspire positive change—not just in your community but on a global scale.
The Role of Mentorship and Inspiration
Ruth E. Carter’s journey also underscores the importance of mentorship and passing the torch to the next generation. After her first Oscar win in 2019, Carter shared that she hoped her success would serve as an inspiration to younger creatives, especially Black students and emerging designers.
Her legacy is one of constant giving back—she is a vocal advocate for nurturing the next wave of talent from historically Black colleges and universities (HBCUs) and often works with students directly to teach them the intricacies of costume design.
See also Mory Sacko: The African Diaspora Culinary Visionary Who’s Redefining Legacy
By mentoring young talent and sharing your experience with others, you contribute to an ecosystem of creativity that not only benefits you but lifts the entire community. Carter has spent years building a reputation not only for her work but for her commitment to supporting others in their creative journeys.
This is an essential takeaway for you: As you establish your business and brand, invest in others. Give back to your community and help elevate the voices and talents of those who will carry the torch after you.
Conclusion: A Legacy That Lives On
When Ruth E. Carter looks back on her career, she sees a legacy that’s more than just the two Academy Awards she’s won—she sees a profound shift in how the world views African culture and its future.
Through her visionary costumes, Carter didn’t just elevate the stories of Black Panther—she elevated the stories of Black people everywhere, reminding us that our narratives are rich, complex, and filled with possibilities that transcend the limitations placed on us by history.
As you move forward in your creative endeavors, take a page from Carter’s book. Use your craft as a tool to tell stories, honor your heritage, and imagine a future that is free from the boundaries of the past.
Whether you are building a brand, launching a product, or simply creating for the joy of it, remember that the work you do today has the power to leave a legacy for the generations that follow. And like Carter, you have the opportunity to inspire the world—one piece at a time.
Learn How to Leverage Your Story through our Story To Asset Transformation (S.A.T) Framework.
