4 minute read
The Demise of Namibian Fashion Shows
Namibian fashion has embarked on a tumultuous journey over the past decade. While there was a season of remarkable success with the launch of the country’s first fashion week in 2016, the industry has since witnessed a noticeable decline in the frequency of fashion showcases, with most of them concentrated during the annual fashion week in November.
In an attempt to delve into the factors contributing to the untimely demise of Namibian fashion shows, I spoke to some of the country’s most prominent fashion designers to hear their take on what I call “the great Namibian fashion show drought.”
THE COSTLY CONUNDRUM
A common thread among the designers we spoke to is the exorbitant cost associated with organising a fashion show. Ingo Shanyenge, a well-known figure in the Namibian fashion scene, attributes the scarcity of independent fashion shows to the rise of Windhoek Fashion Week and Katutura Fashion Week. According to Shanyenge, these collective showcases offer a more cost-effective alternative for designers. “Private fashion shows have dwindled since the establishment of these fashion weeks. It is easier and more economical to showcase under a collective umbrella,” he asserts.
Without substantial financial sponsorships or funding, assembling a compelling fashion show becomes a challenge. The expenses are seemingly endless, including venue rental, stage and sound equipment, models, choreographers, hair and makeup teams, as well as marketing efforts to fill the seats. Shanyenge advises emerging designers to explore more budget-friendly avenues to promote their creations, such as participating in established fashion weeks, collaborating with influencers, or releasing static collections online via photo shoots and video reels.
CHANGING PRIORITIES
Chakirra Claasen, a seasoned designer and fashion educator who once hosted grand fashion showcases, now focuses on serving her private clients. She believes that the true purpose of fashion shows – marketing and networking among industry stakeholders to create business opportunities –often gets overshadowed by opulence and entertainment.
Claasen stresses the need for a financial partner to handle the business side of fashion ventures, allowing designers to concentrate on their creative output.
Private fashion shows have dwindled since the establishment of these fashion weeks. It is easier and more economical to showcase under a collective umbrella.
ADAPTING TO NEW REALITIES
Nikola Conradie, another prominent designer, points out that priorities have shifted significantly, especially in the wake of the Covid-19 pandemic. The financial burden of fashion shows has deterred designers, as the costs of materials and logistics add up. She emphasises the role of media in helping designers showcase their work and highlights the importance of creating unique and innovative designs inspired by Namibian culture and narratives.
EMBRACING NEW AVENUES
While fashion shows have experienced a decline in Namibia, the fashion industry’s evolution opens up new opportunities for designers. Online shopping platforms provide access to international markets, although they also introduce heightened competition. Social media platforms offer a powerful means of reaching a wider audience, but maintaining professionalism and consistency is key to success. Collaboration with makeup artists, stylists, models, influencers, photographers and bloggers can create compelling content that resonates with a specific target audience.
For Walvis Bay-based emerging designer, Chanté Jenae, the future looks bright. Her advice for younger designers is to establish valuable connections within the fashion industry, both locally and abroad. “Connections with potential buyers and retail fashion houses as well as grants and funding are all crucial in helping you put together a good fashion show,” she says.
And for those who are looking to go the funding route, the National Arts Council of Namibia is in its latest round of funding for creatives. For more details, visit their website at artscouncilnam.org.
As designers adapt to changing circumstances and explore innovative avenues for showcasing their creations, the Namibian fashion scene is poised to continue evolving.
Rukee Kaakunga is a Windhoek-based communications specialist, blogger and freelance fashion writer. Contact her via email: rukeekaakunga@gmail.com and follow her on Twitter @rukeeveni and Instagram @rukeekaakunga.
