A spectacular Fashion Installation at Nairobi Design Week BY 20 local fashion designers

The Creative DNA 4.0 cohort designers are showcasing  at the NDW2024 [PHOTO ND]

In the heart of Nairobi Design Week, amidst a vibrant tapestry of creativity, stands a testament to Kenya's burgeoning fashion industry's potential – the Creative DNA programme. Supported by the British Council, this initiative isn't just about showcasing garments; it's a movement aimed at revolutionizing the global fashion system through alternative and creative approaches.

A collection made by Creative DNA 2024  member designer [ PHOTO NDW2024]

At its core, the programme, spearheaded by the British Council Kenya, collaborates with 20 local fashion designers, empowering them to thrive in a competitive global market. These designers, handpicked for their talent and potential,  have undergone a rigorous three-month incubator programme led by esteemed figures in the industry. Partners such as Silvia Tonui, Founder of Trio Media, Ann McCreath, founder of Kikiromeo, alongside UK-based experts Biljana and Martyn Roberts, founder of Fashion Scout, guide participants through a transformative journey of skill development, knowledge enhancement, and global networking.

A collection made by Creative DNA 2024  member designer [ PHOTO NDW2024]

The culmination of this transformative journey finds expression in a spectacular Fashion Installation at Nairobi Design Week. Here, attendees are treated to a mesmerizing fusion of traditional craftsmanship and contemporary design sensibilities. Each display reflects Kenya's rich cultural tapestry and forward-looking ethos, showcasing the result of months of dedication and hard work.

A collection made by Creative DNA 2024  member designer [ PHOTO NDW2024]

ALSO READ: THE 9TH EDITION OF THE ANNUAL NAIROBI DESIGN WEEK 2024 KICKS OFF TODAY: WHAT TO EXPECT

What you need to know about the Creative DNA  Programme 

Made by JoDesign254,  founded by Jonas Ndatabaye Balugurha, a 24-year-old designer originally from Congo DR but based in Kenya, creates and sells diverse fashion and graphic products among the winners of the Creative DNA 2024

 The British Council’s Creative DNA programme has unveiled its fourth cohort, consisting of 20 dynamic Kenya-based fashion startups. The Creative DNA 4.0 cohort spans various sectors, including apparel, bags, accessories, and footwear.  Launched in 2020, Creative DNA aims to cultivate skills, knowledge, and international networks for local fashion designers. Since inception, Creative DNA has successfully incubated 51 fashion businesses in Kenya, leveraging connections to the UK market. The program’s commitment to diversity and inclusion is evident in its support for a wide range of fashion startups.

The Creative DNA 2024 cohort was set to benefit significantly from action-based learning methodologies. This includes coaching sessions, mentorship by esteemed Kenyan and UK industry experts, collaborative online campaigns, and unparalleled access to market opportunities within Kenya and the UK.

“The Creative DNA programme was created with transformation in mind, and since it was put into place, it has given Kenyan fashion designers both opportunities and challenges in equal measure. In addition to learning how to develop their businesses while competing for funds to do so, programme alumni have been given multiple opportunities by the British Council to explore prospects for expanding their brands and competing in international markets after completing the training.” Says British Council’s Project Manager, Kanze Nzovu.

British Council’s Project Manager of the Creative DNA, Ms. Kanze Nzovu.

Creative DNA 4.0

Members of this cohort were taken through a six-week BootCamp. This was conducted in collaboration with Project Manager Silvia Tonui, seasoned fashion designer and educator Ann McCreath, and Fashion Scout UK. It was tailored to address challenges encountered during the growth stage specifically. These included attracting customers, expanding to new markets, identifying strategic partners, and securing investment.

As part of the Creative DNA program, five seed grants were availed to enhance the participants’ ability to innovate for their businesses. This initiative demonstrates the program’s commitment to not only providing essential training but also offering tangible support to empower entrepreneurs. The combination of targeted mentorship, collaborative learning, and financial assistance creates a comprehensive platform for these fashion innovators to thrive in the competitive industry.

Made by JoDesign254, among the winners of the Creative DNA 2024

So far, Creative DNA’s impact has been felt globally. Recent delegations attended prestigious events such as the Africa Celebrates summit in Ethiopia and showcasing at IATF2023 in Cairo. Moreover, Creative DNA got royal recognition as demonstrated by their representation in an installation for King Charles’ maiden visit to the continent post-coronation.

 THE RCFS'S MEDIA