Kenyan blogger and fashion consultant, Miss Vavavum, first created the hashtag #OwnYourCulture in a quest to research the origins of Kenyan traditional fashion and style, but the movement has since taken on a life of its own.
To show that traditional jewellery can be just as fashionable as western pieces, each participant of the movement is required to style a traditional piece with modern-day clothes.
With a ton of women around Africa – from South Africa to Tanzania – proudly participating, #OwnYourCulture has morphed into a continental movement. Miss Vavavum, talks about importance of Africans owning their culture on the website:
"Our inherent belief is that as a continent, it's important to set our own style and art agenda based on our own context and history."
You can see more pictures from the OwnYourCulture movement on their Instagram.