Does Africa Really Matter?

Written for the ‘Africa Matters’ community and to whom it may concern,

Does Africa Matter?

When myfriend asked me to write an article about the Kenyan fashion industry, I wondered, what the hell do I know about it in the first place?? I started learning about it just the other day you know! Well, I decided to write one nonetheless.

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First off, I believe that Africa matters and here's my view of the Kenyan Fashion Industry.

Did you know that, according to data modelled by Euromonitor, Sub-Saharan Africa’s combined apparel and footwear market is already worth $31 billion? Going by this research, Africa is definitely becoming a fashion central. International investors are closely monitoring our continent and this fact, simply put, overwhelms me with excitement. According to the Business of Fashion, there are firms such as Kisua Fashion, Alara, Woolworths, Lisa Folawiyo, amongst others that are already tapping into this bountiful well. In my opinion, Kenya is amongst the most fashion conscious countries in the continent.

The Kenyan fashion industry is approaching full bloom now more than ever. If you scratch beneath the surface, you will realize that the industry is almost overflowing with fashion designers, bloggers, photographers, stylists, writers e.t.c who pop up faster than my morning round of toast! In all honestly, as an upcoming fashion designer, I have come to realize how much competition fashion lovers in this country pose to my upcoming brand.

I cannot, however, say that this is a bad thing. In fact, I feel that I am thoroughly privileged to join the industry right now, when its potential is bursting at its seams. Popular brands such as Anne McCreath’s “Kikoromeo” and Galina Tatarinova’s “Only You Fashion House” are tirelessly providing opportunities for young design brands to flourish through events such as FAFA (Festival For Fashion and Arts) as well as KFA (Kenya Fashion Awards) respectively, as they have seen the country’s immense potential. These events provide platforms in which Kenya’s budding designers can showcase their work

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The main challenge to Kenyan designers, according to my market research, is “Mtumba” (Read “second hand”) clothing which is thoroughly prominent and is said to be worth billions in Kenya’s apparel industry. This may mainly be due to poverty levels, it’s availability and the value in which many Kenyan’s perceive it to have. This poses a constant threat to local designers who are in the never-ending struggle to remain relevant. There is also trouble differentiating the value of 'mtumba' clothing and new apparel mainly sourced from China.

The good news, however, is that a significant number of fashion personalities in Kenya such as Connie Aluoch, Diana Opoti, Stella Mwangi amongst others are not only promoting and mentoring Kenyan fashion brands but also incorporating Kenyan design silhouettes into their wardrobes. Leading designers such as John Kaveke, Ogake Mosomi, Katungulu Mwendwa, Adele Dejak, Wambui Mukenyi, Jamil Walji, to name a few, are producing spectacular designs ‘made in Kenya’. Upcoming designers are, well, upcoming and attacking the fashion industry with great vigour.

Moreover, Mofti, the first fashion retail store in Kenya to stock African made/ inspired apparel exclusively has encouraged more local designers to create attractive clothing without the fear of lacking buyers. Fashion parties and events such as the Nairobi Fashion Market provide the same. Local and international buyers, designers and fashion lovers are not only purchasing our rich fabrics and designs but are also using them as a source of inspiration for their own! (Refer to the Louis Vuitton and the Maasai fabric scandal)

JW Couture by Jamil Walji

Jewellery by Adèle Dejak

Deleti Handbags

Ogake by Ogake Mosomi

Only You Fashion House by Galina Tataroniva

WM by Wambui Mukenyi

MxM Africa by Matilda King’oriah

(All photographs from online sources)

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If you can't acknowledge the significant growth and potential in Kenyan fashion through this short article by now then sit tight and mark my words. In a few years, Kenya will be one of the leading fashion centres, not only in Africa but all over the world. No doubt.

Don’t say I didn't warn you!

Africa does matter!

Matilda King’oriah,

MxM Africa.