Creative Economy: A Feasible Development Option

9.8 UNEP: Promoting biodiversity benefitsfor the creative industriesThe United Nations Environment Programme(UNEP) provides leadership and encourages partnershipsin caring for the environment. It inspires, informs andenables nations and peoples to improve their quality of lifewithout compromising that of future generations. UNEPand UNCTAD are collaborating on the Capacity Buildingfor Biotrade Project, which indirectly supports creativeindustries such as eco-fashion, jewellery and some designand art-crafts products, as well as natural health, cosmetics.UNEP also hosts the Secretariats for the Convention onBiological Diversity and the Convention on InternationalTrade in Endangered Species of Wild Fauna and Flora, bothof which are critical to supporting international and nationalpolicy on trade in natural products used by the creativeindustries, while at the same time protecting traditionalknowledge and promoting traditional cultural expressions.The Convention on Biological Diversity is an international,legally binding treaty with three main goals: conservationof biodiversity; sustainable use of biodiversity;and fair and equitable sharing of the benefits arising fromBox 9.7Alphadi: The fashion caravanthe use of genetic resources. It covers biodiversity at all levels,including ecosystems, species, genetic resources, andbiotechnology, and in its role in development, includingscience, politics, business and culture.The Convention on International Trade inEndangered Species of Wild Fauna and Flora aims toensure that trade in species of wild animals and plants doesnot threaten their survival. Annually, international wildlifetrade is estimated to be worth billions of dollars. The tradeis diverse, ranging from live animals and plants to a vastarray of wildlife products derived from them, includingfood products, exotic leather goods, wooden musicalinstruments, timber, tourist curios and medicines. Highlevels of exploitation and trade of some animal and plantspecies, together with other factors, such as habitat loss, arecapable of bringing some species close to extinction. Manywildlife species in trade are not endangered, but the existenceof an agreement to ensure the sustainability of thetrade is important in order to safeguard these resources forSeidnaly Sidhamed, alias Alphadi, was born on 1 June 1957 to trader parents in Timbuktu, Mali. One of nine children, in Niger he grew up in the companyof his siblings and liked to put makeup on his sisters and mother. He also studied the makeup of actresses in Hindu films. At a young age, this designer-tobewas already intrigued by everything that could enhance and better showcase feminine beauty. In Niger, however, fashion was taboo for boys.9The international dimension of creative-industries policythe future. 29 251While his father had envisaged that Alphadi would pursue a medical career or work in the family business, following graduation from high school, Alphadiwent to Paris to study tourism. In this centre of fashion, he was able to attend fashion shows and he also took night courses at the Chardon Savard atelier.Once he had completed his studies, he accepted a director’s position at the Ministry of Tourism in Niger, but he still had a passion for fashion. Whileworking at the Ministry, he continued to perfect his fashion skills by receiving in Niger professors from Chardon Savard.In 1985, two years after having decided to devote his life to fashion, he presented the haute couture fashion line that he had created at his first fashionshow, which was held in the City of Light during the International Tourism Tradeshow. From that time on, Alphadi has had many successes, including theBest African Designer award from the Fédération française de la couture et du prêt-à-porter in 1987. His fashion shows are familiar worldwide – inAbidjan, Brussels, New York, Niamey, Paris, Quebec, Tokyo, Washington. In 1999, he expanded his label by creating a line of sportswear called AlphadiBis. With Wrangler, he also created Alphadi Jeans, and 2000 saw the launch of l’Air d’Alphadi, the first perfume by an African couturier.After twenty years of a career in fashion, with fashion shows organized all over the world, boutiques in Africa, Europe and the United States and, mostimportantly, an internationally respected brand, Alphadi is one of the most well-known African designers from the continent. Warm, very affable andexperienced, this artist is ever ready to talk about his field. Inspired by the rich traditions and colours of Africa, Alphadi “firmly believes that fashion andculture are the industries that can lift Africa to the ranks of prosperous nations”.Alphadi, Paris.29 United Nations Environment Programme, www.unep.org.CREATIVE ECONOMY REPORT 2010