Tuesday, 29 July 2014 21:46


In March 2008, Afrofashion was established in Malawi's capital Lilongwe by Mehmuna Ibrahim Schumann and her mother Laila Ibrahim.

As a countermeasure to the high influx of second hand western clothes even on rural markets, which ruin the Malawian tailoring businesses, afrofashion sought to promote a revival of local fashion production by engaging tailors in manufacturing modern African clothes using the colourful natural fabrics found at traditional "chitenje" stalls and weavers.

The first fashion shows generated an overwhelming interest in the region, culminating in the invitation of Mehmuna by the Goethe Institute and German Embassy of Malawi to be a visiting representative at the Berlin Fashion week in February 2009. Since, Afrofashion won an international award at the Blantyre "Fashion Bonanza 2009" and opened a branch in Bamako/Mali. Amongst others, afrofashion presented its creations at the FAME Fashion Week 2010, 2011 and 2012 in Malawi, at afrofashion's own shows at Espace Bouna and Hotel Mande in Bamako and at the Chris Seydou Fashion Award 2011 in Bamako. 2012 and 2013, Afrofashion participated in the African Fashion Week London and at the Anglo Nubia's show in London in 2012. Afrofashion's designers are always inspired by the immediate surroundings and the cultures and traditions of the places they work in. Afrofashion buys locally and continues to promote African tailors and small textile production businesses. Against the mainstream of commercialised mass production, afrofashion remains true to its original idea of tailoring each piece of clothing as an individual work of creativity. Even standard patterns receive modifications of fabric, colour and arrangement to make each item as unique as its future owner. Hence, it is not surprising that most of the afrofashion designs are actually tailor made to suite the figure and preferences of the client... never to be repeated, again.


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