( CNN ) -- In the heart of London , one of the style capitals of the world , African fashion has found its new home . Based in the UK capital 's bustling center , Arise calls itself Africa 's first and foremost global style and culture magazine . The bimonthly publication , which has so far been printed 16 issues , first hit the newsstands in 2009 and is now sold in 26 countries across the world . Its illustrious pages are striking a chord with what the magazine calls Afropolitans -- a new generation of young and urban `` Africans of the world '' who breathe fashion and are fascinated by arts and culture . Read related : Congo 's designer dandies . Penny McDonald , international managing director at Arise , says there was a gap in the market for a quality offering that would showcase the wide-ranging talents of African designers while breaking stereotypes about the continent 's culture . `` There were lovely designers out there who never got a look into the traditional markets and the traditional outlets , '' she says . `` We want to show the other side of the vast continent and that 's what this does . '' Read related : Why African designers are finally in the fashion spotlight . The large-format magazine , which was initially published every four months , was determined to be competitive amongst other fashion heavy-hitters right from the start . For its first cover back in 2009 it landed some of the fashion world 's most glistering stars , including supermodels Alek Wek and Liya Kebede . Since then , a wide array of African and international icons , including Charlize Theron , Alicia Keys and Denzel Washington , have all been featured in Arise . Read related : The Namibian women who dress like Victorians . According to McDonald , convincing readers and advertisers about the magazine 's quality was the biggest challenge at the beginning . `` A lot of people in the past thought 'oh , another black publication , oh God , I 've seen it all before , it 's full of hair and make-up . ' And then they suddenly sat back and realized 'my God , actually the content is pretty solid . ' `` We have phenomenal journalists , phenomenal models and now they do want to participate . The brands are following us and that journey has been very slow , but the brands are there . The hardest battle of keeping a publication like this alive is to get the commercial viability working and that 's what we do and we push everyday to find sponsors , advertisers , just everyone to support us . '' Bur apart from highlighting African style and culture through its pages , Arise is also bringing the continent 's fashion to catwalks across the world -- over the last few years the magazine has held a series of international fashion events , helping established designers and inspiring young talents to showcase their creations . Read related : Fashion week in Lagos . More recently , Arise hosted its fifth show at Mercedes-Benz New York Fashion Week . Dubbed African Icons , this year 's show featured the glamorous and chic collections of five African designers : Ozwald Boateng , Tsemaye Binite , Folake Folarin-Coker of Tiffany Amber , Amaka Osakwe of Maki Oh and Gavin Rajah . `` Our aim is to create an international audience and platform for the best African fashion talent , '' says Helen Jennings , editor of Arise . `` We always choose different designers who have different aesthetics , so together you get a really nice broad spectrum -- five different voices , five different perspectives of African fashion , '' she adds . `` That 's the joy of it , '' she adds . `` We promote Africa , but we break those barriers and those assumptions that people have that it 's all going to be wacky , overly colorful wraparound dresses or whatever '' . Read more : Web boutiques bring African fashion to world market . Nigerian designer Binite , who is based in Britain and has also worked for Burberry and Stella McCartney , made his second appearance at the September 6 event . His show was dominated by `` marl grey jersey tracksuits with silver embossed branding , leather bomber jackets worn with denim shorts , flesh-toned panelled illusion dresses and a floor-sweeping , blood-red evening gown , '' according to Jennings . Binite says international events such as the New York show are crucial in helping the world understand what it really means to be an African fashion designer . `` I hope it will broaden people 's expectations of what African fashion is supposed to mean , '' he says . `` We 're all very global in the way that we think , the experiences we 've had , the things that we do , '' he says . `` I called myself a juxtaposed reality of a New Nigerian -- so I 'm very Nigerian to the core , but global in my reach and my exposure . ''
Arise magazine describes itself as Africa 's global style and culture magazine . The publication is sold to 26 countries around the world . Arise is also holding fashion shows around the world to promote African talent . It recently held its fifth show at Mercedes-Benz New York Fashion Week .