FOR A DECADE NOW Emmanuel Murenzi, popularly known as ‘Emmalito’, has made a name for himself as a journalist, especially in entertainment-related TV talk shows. His successful career, however, did not stop him from following his dream that he had from a young age, to become a fashion designer, as it was only a matter of time. His love and passion for fashion inspired him to establish ‘Lito Ris Design’, a fashion store he set up in Kicukiro (Sonatubes) and an achievement which he describes as ‘just the beginning’ of what he is looking forward to achieving in the future. The 30-year-old, who is currently a presenter at Isibo TV, spoke to The New Times about his inspiration to venture into fashion and his plans for a new chapter in the industry. Excerpts: Many people know you as a journalist. How did you end up in fashion? I am still a journalist but one who thinks beyond just journalism. I was into fashion way before, as a model and it was thanks to modeling that I became the first runner-up of Mister Mount Kenya University in 2012. I later thought ‘let me rather do this in the professional way’ and venture into fashion design. I could have started it in 2016, but I took time to learn how it’s done before starting my own clothing line. I consulted my friends who are already established fashion designers in Kenya, South African, Canada, and the United States because I wanted to step in. But the passion I have for fashion was over everything that I was trying to do towards a good beginning of my fashion store. I could have done this even when I was young but realised I couldn’t combine it with studies. It was a matter of time. What does your brand name ‘Lito Ris’ mean? Many people know me as Emmalito. So I named my fashion brand ‘Lito Ris’ to help people quickly understand that it stands for my name and that I am the owner of the brand. You said you’ve been in fashion before. What has your experience been like? I started modelling, and I was involved in different big fashion events like Kigali Fashion Week and Rwanda Fashion Week. What gaps do you think the Rwandan fashion industry needs to bridge to thrive and compete in the international market? One might wonder why I ventured into a fashion industry that still has time to make it to the top, but the good thing is that I have got to take time and look at why we are still behind. The reality is that we don’t have fashion designers who are known outside here, not because they are not professional or because they can’t do it well, but because the majority don’t market themselves. Why is it that we know the likes of ‘Gucci’, ‘Adidas or Nike? It’s because they know how to brand themselves and we, too, need to know how to promote our brands. We also need to set up strategies for designers to showcase what they have via all possible platforms. There is a gap in competitiveness. Our designers have incredible creativity in their clothing products, but there is still a lack of competitiveness. Lastly, the industry is struggling for support. Look at how many fashion shows we have, even those that are active end up struggling because they have no support. We need media to support the fashion industry, and we need designers to express themselves. We also need clients to understand what we are doing because we are there for them. Its now a few months since you started your fashion store. What have you achieved so far? I started ‘Lito Ris Design’ in January this year and it is now home to shirts, dresses, jackets, skirts, belts, sandals, bags, and suits, all of which I design myself. I already released my first collection ‘Ifeza Collection’ and the feedback, from local and foreign customers, has been overwhelming and that has since motivated me to do even better in the next collections. Where do you want to see your clothing line in the future? I want to see it become a leading brand in the country, then in the region and eventually be recognised by the fashion world in general, because I want to see this brand, sooner or later, crossing Africa to other continents. I have that passion and I am ready to push and make it happen.
