Photo by: Zoma Hairs
for its ethnic textiles.
promote Ethiopian designers, as well designers from other African countries, to the international market. Hub of Africa’s mission has always been to link designers with key industry players,” says Mahlet Teklemariam founder of Hub of Africa.
“In addition, most Ethiopians do not approve of fashion, while fashion is a lifestyle. We Ethiopians do not have a fashion calendar, there is no investment in the fashion industry like the construction and hotel industries, there are no buyers for fashion products, no fashion talk shows and TV programs, no networks, bridges and promoters for the fashion industry, which all have negative impacts for the slow growth of the fashion industry in Ethiopia”, said Markos who has graduated from the Art institute of Washington in Fashion and Retail Management.
Not only are individual organizers working on organizing fashion shows, but also EFDA has launched an annual fashion show dubbed Ethiopian Fashion Week. The five day fashion show took place at Oromia Cultural Center for the first time last year with 60 designers and 65 traditional craftsmen participating in it. This year’s event is expected to take place in December, according to Ejigayehu.
To change this story and contribute his part, Markos organized a 45 minutes fashion show at Azzeman Hotel on September 8, 2016. The main event was a farewell dinner party for the two Ethiopian artists Girum Ermias and Ruta Mengisteab for The Nollywood & African Film Critics’ Awards (NAFCA). During the event two Ethiopian fashion designers, Yordi Design and Feleke Fashion staged their designs to promote their designs for the attendees. The show was attended by 300 guests including artists, models, diplomats, government officials, business owners and other professionals. After all, these kinds of shows are giving bigger opportunities for fashion designers to get better attention from the public and to market their designs. “By attending such kinds of showings we are getting attention from the international and local buyers, and we are also getting coverage from international media,” says Yordanos who staged her 20 design works during Markos’s event. Another grand fashion show for the industry is the fifth edition of Hub of Africa Fashion Week (HAFW). HAFW is a sub-event under the Africa Sourcing and Fashion Week (ASFW) 2016 that took place from October 4 to 7, 2016 at the Millennium Hall focusing on apparel and textiles. “We incorporated Hub of Africa under ASFW as we believed mostly the textile and garment industry are
Models on the runaway of the fashion show that was organized by Zoma Hairin July, 2016
Now it seems organizing fashion shows is becoming popular and everyone is rushing to establish an annual fashion show. Yordanos is finalizing a deal with Elilly International Hotel to organize an annual wedding collection exhibition which will have a bazaar and fashion show. At the bazaar, all service providers of wedding packages will take part including pastries, decors, makeup artists, wedding card printers, wedding dress sellers and, of course, Yordanos’s wedding collection designs. For his part, Markos is working to launch a show named Fashion Forward Ethiopia Event in December 2016. The event has a motive of linking Ethiopian models and fashion designers. The event will have a two day workshop with invited guest fashion designers from Washington DC. The growth of Ethiopian fashion industry looks to be restricted only locally. Markos is working to take Ethiopian fashion designers to stage their designs at international fashion shows such as DC Fashion Week, Canada Fashion Week, African Fashion Week in London and L.A. Fashion Week. According to Markos these stages will give Ethiopian designers the opportunity to show their potential in the global fashion industry arena.
highly connected with the fashion industry,” said Haimanot Tesfaye, managing director of Ethel Advertising and Communications PLC, which is the co-organizer of ASFW. Hub of Africa was started in 2010 giving an opportunity for 12 designers and international models like Maya Haile to show their designs. The second round took place in 2012 by partnering with Origin Africa which held its inaugural show at the new African Union Conference Center. HAFW 2014’s edition was featured on Vogue Italia, an internationally known fashion magazine. The 2015 show was also partnered with origin Africa/ASFW (Africa Sourcing & Fashion Week) and featured 18 African designers.
“International fashion operators do not have the idea where the Ethiopian Fashion industry has reached, so these stages will give a chance for them to know more about Ethiopia,” explained Markos.
This year’s edition is again supported by Vogue Italia and has 12 African designers from Ethiopia, Kenya, Nigeria, South Africa and Tanzania showcasing their works on the runway. This year’s edition, which took place on October 6, 2016, was attended by 700 people. “Through our show we truly believe that we are creating platforms to
three fashion shows on the stages at different events, including the fundraising event by the Ethiopian Women Association, Hub of Africa and The Cosmetics Bazaar
In addition, last year FDA organized
But admitting with the rise of fashion shows organized in Ethiopia, there still are things that should be considered in organizing fashion shows, according to Yordanos. “The organizers should consider arranging space as to where the show will take place, letting the designers display and sell their products. In addition the organizers should also invite more people who can potentially buy our products,” she concluded
Issue 24 - Oct/Nov 2016 - The Eminence | 33