What is Matheo Doing in Ethiopia? New Collection "The Lost Soldier" Released

In a surprising move that has caught the attention of fashion enthusiasts across Africa, the Rwandan clothing brand Matheo has released its latest collection, "The Lost Soldier," just hours before its Creative Designer and CEO, Mr. Niyigena Maurice, departed for Ethiopia. This unexpected launch on Instagram, rather than through a traditional fashion show, has sparked discussions about the evolving landscape of African fashion and the challenges faced by emerging designers. 

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

ALSO READ: "I Have Loyalty Inside the Matheo Brand": The Future Warriors Collection 2023 Released

Mr. Maurice's trip to Ethiopia is not just a casual visit but a significant step for the brand as he attends the prestigious Shenen Africa Festival Week 2024. This grand event, scheduled from June 28 to June 30, 2024, is set to take place at the iconic Adwa Victory Memorial Museum in Addis Ababa. The festival stands as a testament to the growing influence and unity of African fashion, bringing together designers and models from a diverse array of nations including South Africa, Morocco, Tanzania, Rwanda, Zambia, Malawi, Burundi, Uganda, Ghana, Kenya, Libya, Nigeria, Somalia, South Sudan, and the host country, Ethiopia.

[PHOTO: Creative Designer Mr.  Maurice Niyigena in Ethiopia to attend the Shenen Africa Festival Week 2024]

The choice of venue for the festival is particularly poignant. The Adwa Victory Memorial Museum, commemorating Ethiopia's historic victory against Italian colonialism, serves as a powerful backdrop for a celebration of African creativity and resilience. This setting aligns perfectly with the theme of Matheo's new collection, creating a synergy between fashion, history, and cultural pride.

Matheo's latest offering, "The Lost Soldier," stands out as a unique departure from the brand's previous collections. Designed for both men and women, this collection is more than just a line of clothing; it's a narrative woven in fabric, telling the stories of Africa's unsung heroes. As Mr. Maurice eloquently puts it, "It is a collection that celebrates African heroes, those that fought before us, those that sacrificed themselves for 'Africa' to rise and to stand."

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

The inspiration behind the collection is deeply personal for Mr. Maurice. In a touching letter released alongside the collection, he dedicates the line to his father, drawing parallels between personal experiences and the broader African narrative of sacrifice and resilience. The letter, spanning five emotionally charged paragraphs, offers insight into the designer's motivation:

"Our father's love that we couldn't understand when we were young but we finally can feel it. Know it, understand it, and see it. We see that you never left us, you never ignored us, you never gave love to anyone else. Instead, you fought for us, you fought for our future, for our good education, and for our good life and success."

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo}

This poignant tribute not only adds depth to the collection but also resonates with many across the continent who recognize similar stories of sacrifice in their own families.

[PHOTO: The Lost Soldier letter by Mr. Maurice

The rapid growth of Matheo as a brand is evident in its collaborations with prominent models. Names like Kabano Franco, Mucyo Sandine, and international model Eveline Gonzenbach have graced the brand's photoshoots and promotions, elevating its visibility and appeal. These partnerships reflect Matheo's ambition to position itself as a significant player in the African fashion scene, bridging local talent with international appeal.

[PHOTO: International model Eveline Gonzenbach in New Collection "The Lost Soldier" Released by the Matheo]

“In 5 years, I see my brand’s visibility in Africa and outside the continent,” Mr. Maurice told the RCFS’s MEDIA during the interview in 2023

[PHOTO: Rwanda's known model Sandrine in a New Collection "The Lost Soldier" Released by the Matheo]

ALSO READ: Where Do Matheo and Franco Get Those Fashion Ideas? 50 Trending Styles in Rwanda

The decision to launch "The Lost Soldier" collection on Instagram, rather than through a traditional fashion show, has been met with mixed reactions. While some fashion enthusiasts in Kigali expressed surprise and a hint of disappointment at the lack of a physical event, others see it as a savvy move in the digital age. One fashion enthusiast remarked, "When I saw that letter, I was expecting like a nice small fashion show at his shop to interact with his fans."

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

However, this approach highlights a significant challenge faced by many African designers: the high costs associated with organizing fashion shows. As another fashion enthusiast noted, "Our designers can't afford both. Expect them to produce clothes but when it comes to organizing a fashion show, becomes too expensive and a burden for them to pay the models."

This reality check brings to light the financial constraints that often hinder the growth of African fashion brands. While creativity and talent abound, the resources needed to showcase these creations in traditional formats can be prohibitive. Matheo's strategy of leveraging social media for its launch may well be a blueprint for other emerging Rwandan brands looking to make an impact without breaking the bank.

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

Matheo's journey, from its emotional connection to African heritage to its innovative launch strategies, encapsulates many of the challenges and opportunities facing African fashion today. The industry stands at a crossroads, balancing tradition with modernity, local inspiration with global appeal, and creative vision with financial realities.

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

Events like the Shenen Africa Festival Week play a crucial role in this landscape. By bringing together designers from across the continent, they foster a sense of community and shared purpose. They provide a platform for brands like Matheo to showcase their work to a broader audience, potentially opening doors to new markets and collaborations.

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

As Mr. Maurice and Matheo take their place at the Shenen Africa Festival Week 2024, they carry with them not just a collection of clothes, but a narrative of African resilience, creativity, and ambition. "The Lost Soldier" collection stands as a testament to the power of fashion to tell stories, honor heritage, and shape the future.

The eyes of the fashion world will be on Addis Ababa this week, watching as African designers like Matheo showcase their vision for the future of fashion. In this vibrant tapestry of creativity, each thread tells a story of struggle, triumph, and the unbreakable spirit of a continent on the rise. As the lost soldiers of yesteryear are remembered and honored, a new generation of fashion warriors steps forward, ready to conquer the global stage with designs that are uniquely, proudly African.

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

[PHOTO: New Collection "The Lost Soldier" Released by the Matheo]

 THE RCFS's MEDIA