"Many local aritsts - musicians still face financial challenges especially when they are making plans for their music video filming. Some of them have very good songs that may even match with our collections but for them not to be able to contribute something small to use that clothes becomes an issue between fashion designers and musicians even with filmmakers" said Olvier Harerimana AKA Talento UMUHETO, a fashion designer, CEO and founder of UMUHETO Fashion House based in Kigali.

Talking about fashion development in Africa, You can't escape the role of music and film in this development. In some countries like Beni, Ethiopia, Nigeria, and South Africa, you find many local artists and filmmakers using locally made clothes and jewelries during their music video clips, in concerts, and in their films. 

Ms. Angélique  Kidjo is a Beninese-French singer-songwriter, actress, and activist noted for her diverse musical influences and creative music videos. She is known to wear and promote clothes made in Africa (PHOTO INTERNET)

According to experts in fashion and textiles in Africa. This collaboration between musicians, fashion designers, and filmmakers had been a good result for these three creative arts: fashion, music, and film. The Collaboration between musicians, filmmakers, and fashion designers can result in dynamic and innovative projects that merge different art forms.

Mafikizolo wears made in South Africa (and is a South African singing duo consisting of Theo Kgosinkwe and Nhlanhla Nciza. They are multiple times winners of the South African Music Award, including the awards for Best Duo or Group of the Year. (PHOTO INTERNET)

Musicians and fashion designers can collaborate in the fashion campaign and concert costumes where the musicians can collaborate with the fashion designers for brand campaigns or special events. This involves incorporating the musician's style or music theme into the clothing line, creating a cohesive visual representation. Then, the fashion designers can create custom outfits or costumes for musicians' performances, enhancing the visual impact and storytelling of the music on stage.

Ms. Aster Aweke is a legendary Ethiopian singer known for her profound influence on Ethiopian music, particularly her role in introducing it to international audiences in Europe and America. She is also known to wear and style made in Ethiopia her home country (PHOTO INTERNET)

However, in some countries in Africa fashion designers, musicians, and filmmakers don't understand each other or don't communicate well on how they can collaborate for the interests of both. Like in Rwanda, this collaboration still has not been established yet between these 3 creative arts: fashion designers, musicians, and filmmakers. According to Mr. Talento UMUHETO, there has to be a middle ground of understanding between musicians and fashion designers.

"Musicians come and tell you that if he or she uses your collections for free in his or her music videos you will get promotions and people will come to buy from your shop after watching that song. But they forget that we already invested to create those clothes from fabrics to the finishing" said Mr. Talento UMUHETO. 

Mr. Talento UMUHETO, is a fashion designer, CEO, and founder of UMUHETO Fashion House based in Kigali.

Talento UMUHETO added that some other artists just come and pick whatever they get from the fashion designers which is not matching with the song's idea because they don't have money to invest in the clothes that match their original ideas when writing the song.

" Some artists just pick what they are able to get but it affects their original ideas. For example. if your song is about the culture or a traditional one. You have to create collections that go with the culture's creativity. In other words, the artists- musicians have to invest to get that but some of our local artists- musicians have no investment to make good and desired music videos" added Mr. Talento UMUHETO

ALSO READ: UMUHETO FASHION HOUSE: UNIQUENESS OF THE UMUHETO1 COLLECTIONS 2023 RELEASED

According to Karen Uwera a fashion designer, CEO, and founder of the Karrsh Collection, and the president of Rwanda Fashion Designers' Association, some local musicians still don't value the work of the fashion designers and this has to stop to establish good collaboration between fashion designers and musicians.

" Let's not say all our local musicians see in that angle of free of charge but the majority don't give value made in Rwanda clothes. For example. Some may use the collection in their video shooting but after they don't want to even take them to dry clean. Then others, are willing to buy instead of rent or borrow. But again, this category also wants to buy the same prices they do for second-hand clothes. They have first to give the value of made in Rwanda for use to be able to have that good collaboration everyone of us wishes to reach" Ms Karen Uwera CEO and founder of the Karrsh Collection

Ms. Karen Uwera a fashion designer, CEO, and founder of the Karrsh Collection, and the president of Rwanda Fashion Designers' Association

It is not only between musicians who are not collaborating with local fashion designers but also filmmakers. Fashion designers and filmmakers can collaborate to create short films showcasing a clothing line. These films often tell a story or convey a mood while prominently featuring the designer's creations. Furthermore, filmmakers might create documentaries or behind-the-scenes footage for fashion shows or designer collections, offering insights into the creative process and inspirations behind the designs.

Ms. Angel Mutoni is a fashion designer/Photographer CEO and Creative Director of the NTARE fashion brand based in Rwanda. The brand specializes in luxury ready to wear for men and women. It focuses on craftsmanship, quality, innovation, and creativity.

" It's just not an explored territory and also there is usually not a big budget enough to cover costumes for the actors. It's already hard coming up with funds for a movie. It can be extremely costly to create what filmmakers really want here in Rwanda. So usually people use their own clothes or hire from a second-hand boutique as fashion houses are also in need of said funds" said Ms. Mutoni a fashion designer and a Photographer. 

Ms. Angel Mutoni is a fashion designer/Photographer CEO and Creative Director of the NTARE fashion brand based in Rwanda.

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According to Ms Faustine INGABIRE a journalist, Co-founder of THE IMAGE, Chairperson of COOPEC Zamuka, and the Marriage Councillor Weight Watcher advisor, some local fashion designers are still not open to collaborating and others don't understand why collaborating with filmmakers can add more value and visibility to their fashion brands.

" Many local fashion designers don't see the reason to allow their creations to be used in films or movies. They don't want to give free collections or rent for less to local filmmakers because they don't know and see how they can benefit from the local made film or a movie. Both local fashion designers and filmmakers need to have conversation meetings on how to establish a collaboration among them" said Ms INGABIRE a journalist and co-founder of THE IMAGE

Ms. Faustine INGABIRE a journalist, Co-founder of THE IMAGE,  Chairperson of COOPEC Zamuka, and the Marriage Councillor Weight Watcher advisor,

Ms INGABIRE added that some local fashion designers have to understand that making nice clothes means that the audience is the one to appreciate the clothes first not the creator because at the end of the day, the audience will wear or buy those clothes.

" They are some local fashion designers who have nice clothes and different collections. But they think having them hanging in their shop is much better than promoting them to large audiences through local films or movies. I can advise our local fashion designers to be open to filmmakers and musicians which will definitely bring positive impacts to their business and the fashion industry in general" added Ms INGABIRE

ALSO READ: 40 RWANDAN FASHION DESIGNERS TO VISIT IN KIGALI - THEIR #INSTAGRAM ACCOUNTS

 By the RCFS'S MEDIA 

Berabose Designs is one of the brands that made it as a finalist of the third edition of the Fashionomics Africa Contest. The United Nations Environment Programme (UNEP), which was part of the contest jury, expressed its delight in seeing a real increase in the quality of applications and noted that the three finalists are true testimonials of the bubbling textile scene on the African continent and the power that circular business models represent. 

Berabose Designs has positioned itself at the forefront of the fashion technology revolution, by producing sustainable garments made by combining natural sustainable practices with 3D production modelling. In this week’s article we learn more about how Berabose Designs wowed the Fashionomics Africa Contest judges, through its unique business model, which is founded on sustainability, innovation, and inclusion.

About Berabose Designs

Berabose Designs is a Rwandan-based business founded by Elisabeth Berabose. It is focused on the production of innovative garments made from organic cotton, dyed with agricultural waste and plant-based dyes. Optimization of the fashion design process is a defining feature of how the sustainable brand operates. After successfully launching its ‘27’ collection, the brand recognized the need to meet unique consumer’s needs through custom clothing. However, traditional custom-made methods posed challenges such as multiple interactions, fittings, and fabric selection time, especially without proper infrastructure. In response to these problems, Berabose Designs developed a three-phased strategy that combines its expertise in 3D product modeling with cutting-edge technology. The process includes a digitized custom-making process that allows users to easily select fabric, style, color, and measurements online, and a digital fitting room where consumers can model their looks based on their body shape and measurements.

Dusabamahoro pants  

Development of this process was a leap of faith, in which Berabose took a chance on fashion technology which is practically non-existent, despite research that has shown its promise. Berabose Designs adopted use of fashion technologies that use algorithms to derive a shopper's 3D body shape using augmented reality to make personalized product recommendations. The technology adds value because it allows to measure its impact. It presents a higher conversion rate, average order value, and consumer loyalty, all of which increase Berabose Designs capacity for a bigger market. The brand’s digitization strategy has positioned Berabose as a pioneer for sustainable design solutions on the continent and globally. 

“Fashion technology has the potential to revolutionize the industry, and we are proud to be at the forefront of this change.” - Elisabeth

In addition to the use of fashion technology, Berabose has adopted a number of sustainability practices in line with its ethos. For example, Berabose designs clothes with an average lifespan of three years – a move which is critical in reducing the environmental impact of the brand’s products. Furthermore, its use of organic dyes and cotton, ensures the biodegradability of the brand’s garments. Berabose has also implemented a program encouraging consumers to bring old clothing in for upcycling. These initiatives will help reduce the amount of clothing waste produced by approximately 30% over the next three years. The brand is also intentional about avoiding prints and patterns, so as to discourage trends and consequently fast fashion.

Gordon blazer

The cotton used in the production of Berabose’s designs is sourced from a cooperative in Tanzania.  After sourcing, Berabose collaborates with local facilities in Rwanda for spinning and weaving. By working with local sustainable partners, they save gallons of water and reduce energy use. Additionally, they collaborate with Handspun Hope for the dyeing of the clothes, using plant-based dyes and agricultural waste to reduce the amount of water, energy, and chemicals used in the dyeing process. For packaging and distribution, Berabose has put in measures to reduce waste and carbon footprint. For instance, they offer a 10% discount for customers who return and reuse their delivery bags. In place of paper, the brand uses banana barks as clothing tags. Their distribution model is also based online, reducing the need for physical stores which contribute to greenhouse emissions.

Women’s empowerment is also at the heart of Berabose Designs. In fact, the brand’s ‘27’ collection honored the several women who influenced Elisabeth’s entrepreneurial journey, as each of the pieces was named after those honorable ladies.

27’ collection

“My empowerment journey was made possible thanks to the amazing women surrounding me. Friends, sisters, mentors and family members. Naming each piece of the ‘27’ collection after the women who’ve had a substantial influence in my life was my way to show them my appreciation for helping me becoming who I am today” - Elisabeth

As part of its inclusive employment strategy, the brand recruits and trains informal female workers. For the sewing process in particular, Berabose employs only women, with the aim of providing them with a steady income and financial security. This not only helps to promote gender equality and women’s economic empowerment within the community, but it also creates a sustainable system that benefits women and their dependents. 

Raising awareness on the importance of sustainability in fashion 

The brand also has a cocktail of sustainability initiatives aimed at increasing customers’ knowledge on sustainability. Through its social media platforms, Berabose educates consumers and encourages eco-friendly behaviors. They also provide information on how to take measurements to avoid commute time from their consumers, and textile waste due to misfits. They also created a slow fashion series to inform consumers about fast fashion's environmental and social consequences and tips to avoid them. Some of their posts are dedicated to mixing and matching items to help consumers realize different looks. 

 Mukamusoni shirt

About being a finalist of the Fashionomics Africa Contest

Berabose Designs was elated to have been part of the finalists for the Fashionomics Africa Contest. Making it to the finals of the competition has helped to validate their efforts and reflected the value of the work that the brand is doing.

"Being a finalist in the Fashionomics Africa contest is not only an honor for Berabose Designs, but also a testament to our commitment to promoting African fashion to a global audience. We are grateful for this opportunity to showcase our team’s work, share our journey and vision for sustainable fashion with the world." - Elisabeth

The Fashionomics Africa Contest awards the finalists with a package of prizes that includes a branding kit, promotion actions to gain visibility as well as mentorship and networking opportunities to facilitate business growth.

Overall, Berabose's sustainable business model focuses on reducing the environmental impact of their products through sustainable sourcing, upcycling, biodegradability, and encouraging eco-friendly behaviors. They also focus on innovation, particularly technology utilization, which positions them as a pioneer for sustainable design solutions.

To view more of Berabose Designs’ incredible work, visit their website.

Source: FASHIONOMICS