The fashion industry in Rwanda has proved to be one of the fastest growing industries. With many young talented designers and models gracing the fashion scene, the industry is proving to be more lucrative than ever.
Designers and fashion promoters have relentlessly held Rwanda’s flag high through the numerous fashion shows such as CollectiveRW Fashion Week, Rwanda Cultural Fashion show, the famous Kigali Fashion Week, among others.
Key players in the industry laud fashion shows for providing a platform to showcase raw fashion talent in Rwanda and most importantly promote the Rwandan culture.
Creating an impact
John Bunyeshuri the founder of Kigali Fashion Week believes that the fashion industry is growing steadily as more people are coming up with great ideas.
He commends the numerous fashion shows held in Kigali for playing such a big role in promoting fashion in and outside Rwanda.
"Many have launched different platforms to promote the industry because they now understand that fashion is business and not entertainment as they previously perceived it to be,” he says.
Bunyeshuri discloses that some years ago when people started doing fashion, the shows were few because people didn’t fully understand what fashion was about; they perceived it to be a form of entertainment but now, they realize it is business and so they have opened up.
"Through the shows, designers have managed to network, others have partnered with some major stores in Europe, North America and models have been offered jobs by international modelling agencies,” the fashion guru notes.
Sarah Legrand, the designer behind K’tsobe brand says fashion shows have proved to be beneficial and very important for designers for they are bringing together creators and consumers in a way that has allowed clients to experience the product through the eyes of the designer.
She refers to the shows as a very important aspect of a process that will lead to the growth of the industry.
"Nothing is constant in fashion, design and styles keep changing. It is the fashion shows that help in creating interest among the public to spread awareness about new arrivals in design and style,” she says.
Legrand believes that fashion in Rwanda will reach at a level where it can be the main source of income for designers and models.
"Every designer’s wish is to be able to grow a brand successfully, enough for it to become their main focus and be able to inspire others, to not be afraid to pursue their dreams in fashion,” she adds.
Africa is slowly becoming a place where this dream is becoming a reality, Legrand observes though, she also notes that there is more that needs to be done in regards to the high cost of raw materials, availing affordable resources, training and formal education to boost skills for the designers.
"This remains our strongest asset and I believe fashion is now in a place where it’s being taken seriously.”
Fashion model Patrick Mugisha also admires the way fashion shows are escalating in the fashion industry.
"The shows have made such an impact in different ways. Aside from showcasing talent they are also becoming a source of inspiration for the youth who dream of joining the fashion industry,” he says.
Mugisha nonetheless points out that something is still lacking in the industry.
"I think we need more creative designers in our fashion industry for us to hit a certain level. I am confident about the fashion industry growing, we just need more supporters.”
Probing the missing link
Bunyeshuri reveals that though the shows are turning out to be many, all of them are not as effective and for him, this is a challenge.
"Some shows lack sustainability and this is a challenge because if you do a show and there is no plan for sustainability then it doesn’t yield the desired results,” he notes.
Bunyeshuri points out that another challenge that comes with it is the lack of anticipated clients. This he says is one of the reasons designers don’t make money out of the shows but because there is need for exposure they keep up with the shows.
"People come for the shows but very few buy because some just come for entertainment. The bottom line is designers don’t make any profit and neither do we (promoters) make money out of it; we just do this to support and sustain the industry.”
Donnah Rubagumya, the managing director of Apex Media and promotions puts the blame on the malicious and uncouth attitude of both the designers and the models that taint the image of fashion industry.
"Some of the designers are not team players and they take advantage of the models which creates a bad image for the fashion industry and it has kept it down,” he says.
Rubagumya says that people need to understand that when you work with other people it helps one get a different perspective and in return, helps in growth.
"Fashion in Rwanda can only exceed where it is by accelerating but this will happen after we have realized what an asset we are, as Rwandans in Fashion. We have pretty faces everywhere but we have not realized that we are sitting on gold.”
The promoter notes that Rwanda is on demand out there and that players need to use this opportunity to export talent.
He therefore recommends designers and organizers to do an upgrade from doing shows for charity and aim at making money out of them.
"Upgrade skills to be more competitive, a designer should for example go to Nairobi to show case their collection for money and not charity.”
Bunyeshuri says that designers need to understand that they can only build on their strength by identifying their weaknesses.
"That is what we have to change, if we are to make it we need to work with other people. There is also need to work on quality; the designers need to change their mindset to work with others.”
He also proposes that for fashion to keep on growing, promoters need to open up more avenues for designers to showcase internationally and network.
"Through the connections they can sell their collection abroad, that is the only way that they can make money,” he says.
Bunyeshuri however warns players in the fashion industry not to ignore one important factor which is passion and that their biggest motive should be creating a mark in the industry.
"It takes passion to survive in the fashion industry. If I didn’t love what I am doing I would have left a long time ago but I continue because we have to keep pushing and give a chance to talented young people to make a living, for when they get to the top they will look down and see where they have come from. That’s where the rewards will come from, legacy is very important.”