Moshions Claims Counterfeit Behind Their Brand in Rwanda: Who's to Blame?

"We will be back soon on our e-commerce. Our sincere apologies to our online shopping family. MOSHIONS had to pause and reconstruct our online shopping experience due to unexpected high shopping traffic and fraud with fake copies of our styles from the website," reads Moshions' recent announcement.

Born in Rwanda, the Moshions fashion brand has experienced ups and downs over the past two years. However, its uniqueness has made it easily recognizable both locally and internationally. Before its recent challenges, the brand had gained many clients, from heads of state and diplomats to Hollywood superstars.

[PHOTO: @dider.drogba11 visiting and buys from the #Moshions store]

The brand's popularity soared among tourists visiting Rwanda, particularly due to its black and white Umugongo pattern featured in its collections. This success led to increased recognition, with many Rwandan government officials frequenting the brand for their shopping needs.

The RCFS's MEDIA asked a Kigali-based fashion expert about the shutdown of some of Moshions' platforms and systems due to claims of counterfeit products threatening the brand's uniqueness.

"This is a very interesting story. When you look back at Turahirwa Moses' journey (CEO and founder of Moshions), he was fortunate to be known by many influential people in the country, from ministers all the way to the first family," the expert explains.

[PHOTO: Presenting her book to H.E former President of Tanzania, Jakaya Kikwete in Moshions Collections]

According to the expert, Moshions gained significant exposure, making it easy for young and upcoming fashion designers in Rwanda to learn about the brand's performance. This visibility led new designers to study and emulate Moshions' successful elements. "Many started to copy and incorporate the Umugongo pattern in every collection to attract buyers, especially officials. I remember even in Kimironko Market, every tailor was using Umugongo, extending to wedding collections," he continues. "Kigali is small, and it's easy to know what other fashion designers do, especially on social media."

[ PHOTO: First Family First: Brian Kagame, Ivan Kagame, and Ian Kagame spruced up in #Moshions for the End of Year Party]

Moshions states that this shutdown is not the end of their business but rather an opportunity to build a stronger system. "We promise to unveil a new handpicked hybrid collection on September 14th, sustaining conscious shopping, both online and physically active with @kwandaseason_1 x @ukwezi__ Inzozi Fashion Experience in Italy," reads an announcement by Moshions. The brand adds that all archives and new collections are now only available in their physical stores and showrooms.

[PHOTO: Moshions is organizing INZOZI FASHION EXPERIENCE IN ITALY SEP. 2024]

Umugongo, a traditional Rwandan art form using cow dung on walls, was created by Prince Kakira in the 18th century.  After the 1994 Tutsi Genocide, Umugongo began to be used as a symbol in most government event decorations and became a common sight in government offices and museums.

[PHOTO: Rwanda's Prime Minister, Edouard Ngirente, spotted in a Custom-made #Moshions Shirt at  Umwiherero2019]

This trend also inspired many local artists to incorporate Imigongo art into their work, following the government's lead in implementing cultural arts.

"It's unfortunate that counterfeit products are harming our fashion industry. In other countries, fashion designers know and respect each other's uniqueness. Although copying isn't a crime in art, and some artists like to inspire others, this experience by Moshions is a wake-up call for other local fashion designers. They should start protecting their innovations and register their creations with the Rwanda Development Board to avoid similar experiences," the expert concludes.

The situation raises questions about the balance between inspiration and imitation in the fashion industry, as well as the need for stronger intellectual property protections for designers in Rwanda. As Moshions works to rebuild its online presence and protect its brand, the incident serves as a cautionary tale for other emerging fashion labels in the country. 

[PHOTO: Counterfeited collection in Moshions Brand- looks the same as the Moshions Collection]

THE RCFS'SMEDIA