
RCFS
What to Expect on Global Scene in the Sustainable Fashion Trends for 2025
Fashion isn't just reflecting who we are anymore—it's actively shaping our future. With sustainable fashion market value projected to exceed $3 billion between 2021 and 2025, and 59% of US shoppers demanding eco-friendly practices, the industry is witnessing a seismic shift from trendy to sustainable. Let's explore the key sustainable fashion trends that will define 2025.
Circular Fashion Takes Center Stage
The circular fashion model, expected to reach $13.8 billion by 2033, is revolutionizing how we think about clothing. This approach emphasizes designing recyclable or biodegradable garments, focusing on longevity rather than disposability. Brands are now creating products that can be repaired, upgraded, and eventually recycled, effectively closing the loop in fashion consumption.
Revolutionary Materials: Biodegradable and Compostable Fabrics
Innovation in textile development is reaching new heights with biodegradable fibers. Take CELYS™, for instance—a groundbreaking compostable fiber that naturally decomposes into carbon dioxide, water, and biomass within 179 days. This advancement represents a crucial step away from materials that linger in landfills for centuries.
Supply Chain Transparency and Ethical Sourcing
Consumer education about climate crisis has sparked demand for accountability in fashion production. Brands are now required to demonstrate ethical sourcing practices through certifications and third-party verifications. This transparency extends throughout the supply chain, from farming to distribution, ensuring fair trade practices and minimal environmental impact.
Gender-Neutral Design Revolution
The fashion industry is breaking free from traditional gender constraints, with 50% of Gen-Z shoppers now preferring gender-fluid clothing. This shift isn't just about style—it's about creating inclusive fashion that allows for free expression regardless of gender identity, making sustainable fashion more accessible to all.
Digital Fashion: The Virtual Wardrobe Evolution
The digital fashion market, valued at $101 billion in 2024 and projected to reach $21.9 trillion by 2032, is transforming how we interact with clothing. Through augmented reality (AR), consumers can virtually try on garments before purchase, reducing return rates and associated environmental impacts. This technology enables more conscious purchasing decisions while offering unprecedented convenience.
Minimalism: The New Luxury
The "less is more" philosophy is gaining momentum through capsule wardrobes featuring timeless, versatile pieces. This approach emphasizes quality over quantity, with clean lines and neutral colors that transcend seasonal trends. Sustainable brands are embracing minimalist aesthetics to encourage longer-lasting wardrobes and reduced consumption.
Secondhand and Upcycled Fashion: The New Normal
The resale market is flourishing, as exemplified by H&M's partnership with Sellpy, which achieved an 85% revenue increase. This trend encompasses both secondhand shopping and creative upcycling, where outdated garments are transformed into contemporary pieces. This movement reduces resource demand while fostering creativity in fashion.
Looking Forward
The fashion industry's transformation toward sustainability marks a decisive break from its environmentally harmful past. As we approach 2025, these trends signal more than just changes in how we dress—they represent a fundamental shift in how we think about consumption, environmental responsibility, and personal expression through fashion.
Through these innovations and conscious choices, the fashion industry is positioning itself to significantly reduce its environmental footprint while meeting evolving consumer demands. The future of fashion isn't just about looking good—it's about feeling good about our impact on the planet.
ORIGINAL STORY BY CELYS® Compostable Polyester
Fashion isn't just reflecting who we are anymore—it's actively shaping our future. With sustainable fashion market value projected to exceed $3 billion between 2021 and 2025, and 59% of US shoppers demanding eco-friendly practices, the industry is witnessing a seismic shift from trendy to sustainable. Let's explore the key sustainable fashion trends that will define 2025.
Circular Fashion Takes Center Stage
The circular fashion model, expected to reach $13.8 billion by 2033, is revolutionizing how we think about clothing. This approach emphasizes designing recyclable or biodegradable garments, focusing on longevity rather than disposability. Brands are now creating products that can be repaired, upgraded, and eventually recycled, effectively closing the loop in fashion consumption.
Revolutionary Materials: Biodegradable and Compostable Fabrics
Innovation in textile development is reaching new heights with biodegradable fibers. Take CELYS™, for instance—a groundbreaking compostable fiber that naturally decomposes into carbon dioxide, water, and biomass within 179 days. This advancement represents a crucial step away from materials that linger in landfills for centuries.
Supply Chain Transparency and Ethical Sourcing
Consumer education about climate crisis has sparked demand for accountability in fashion production. Brands are now required to demonstrate ethical sourcing practices through certifications and third-party verifications. This transparency extends throughout the supply chain, from farming to distribution, ensuring fair trade practices and minimal environmental impact.
Gender-Neutral Design Revolution
The fashion industry is breaking free from traditional gender constraints, with 50% of Gen-Z shoppers now preferring gender-fluid clothing. This shift isn't just about style—it's about creating inclusive fashion that allows for free expression regardless of gender identity, making sustainable fashion more accessible to all.
Digital Fashion: The Virtual Wardrobe Evolution
The digital fashion market, valued at $101 billion in 2024 and projected to reach $21.9 trillion by 2032, is transforming how we interact with clothing. Through augmented reality (AR), consumers can virtually try on garments before purchase, reducing return rates and associated environmental impacts. This technology enables more conscious purchasing decisions while offering unprecedented convenience.
Minimalism: The New Luxury
The "less is more" philosophy is gaining momentum through capsule wardrobes featuring timeless, versatile pieces. This approach emphasizes quality over quantity, with clean lines and neutral colors that transcend seasonal trends. Sustainable brands are embracing minimalist aesthetics to encourage longer-lasting wardrobes and reduced consumption.
Secondhand and Upcycled Fashion: The New Normal
The resale market is flourishing, as exemplified by H&M's partnership with Sellpy, which achieved an 85% revenue increase. This trend encompasses both secondhand shopping and creative upcycling, where outdated garments are transformed into contemporary pieces. This movement reduces resource demand while fostering creativity in fashion.
Looking Forward
The fashion industry's transformation toward sustainability marks a decisive break from its environmentally harmful past. As we approach 2025, these trends signal more than just changes in how we dress—they represent a fundamental shift in how we think about consumption, environmental responsibility, and personal expression through fashion.
Through these innovations and conscious choices, the fashion industry is positioning itself to significantly reduce its environmental footprint while meeting evolving consumer demands. The future of fashion isn't just about looking good—it's about feeling good about our impact on the planet.
ORIGINAL STORY BY CELYS® Compostable Polyester
Fashion & Tech: Robots Serving Kenyan Cuisine
In the heart of Nairobi's upscale Kileleshwa neighborhood, an innovative dining experience is making waves in East Africa's hospitality scene. The Robot Cafe, nestled on the ground floor of Lana Plaza along Oloitoktok Road, has become the region's first restaurant to employ fashionably dressed humanoid robots as servers, seamlessly blending technology, fashion, and traditional Kenyan cuisine.
PHOTO: Robot servers in Nairobi
Meet Nadia and Claire, two of the four robot servers that have become the talk of the town. Dressed in a striking combination of light blue, white, and red, these robotic servers represent a bold step forward in Kenya's hospitality industry. Their carefully curated outfits, complete with stylish scarves, reflect a thoughtful fusion of technology and fashion design, though the origin of their designs – whether Chinese or European – remains a topic of speculation among curious diners.
PHOTO: A client interacts with the robot server in Nairobi
"We are a modern café that seamlessly blends cutting-edge technology with the warmth of human hospitality," explains the restaurant's manager. "From the moment guests step through our doors, they are greeted by the hum of robotic efficiency paired with the inviting ambiance of a contemporary café – all presented in a fashionable way, as evidenced by our robots' distinctive designs."
The Robot Cafe's unique concept emerges from Kenya's rich tourism heritage. As a country renowned for its wildlife, including the world's only capital city with a national park at its heart, Kenya has long been a pioneer in the hospitality sector. Nairobi's businesses constantly seek creative ways to attract both local and international visitors, and the Robot Cafe represents the latest evolution in this tradition.
PHOTO: A client interacts with the robot server in Nairobi
The restaurant has quickly become a favorite destination for families, drawing crowds eager to experience both the innovative service and the authentic Kenyan cuisine. During a recent visit, our journalist observed the fascinating interaction between humans and robots, as diners seemed equally enthralled by the technological spectacle and the culinary offerings. One guest spent more time capturing photos and videos of her robotic server than consuming her meal, eventually requesting a takeaway container – a testament to the restaurant's entertainment value.
PHOTO: A client interacts with the robot server in Nairobi
"It's perfect for me and my family, especially my kids," shares one regular patron. "They're fascinated by watching the robots' movements, from serving drinks to delivering the main course and even handling takeaway containers. We love it here." His wife adds, "The fashion element is particularly impressive. The attention to detail in their design, especially the neck scarves, brings an unexpected elegance to the robotic servers."
PHOTO: A client and his baby interact with the robot server in Nairobi
The restaurant's team consists of four robots – two female and two male – working alongside human staff to create a unique dining experience. "We invite everyone to visit and experience this innovative service concept, along with our unique menu," the manager enthuses. This blend of traditional hospitality and cutting-edge technology appears to be resonating with customers, who see it as more than just a meal out – it's an glimpse into the future of dining.
PHOTO: Clients interact with the robot server in Nairobi and pose for pictures
As Kenya continues to position itself as a leader in East African tourism and hospitality, the Robot Cafe represents a bold step forward in combining the country's renowned hospitality with modern technology. The success of this venture suggests that the future of dining might just include more fashionable robots serving traditional cuisine, creating experiences that celebrate both innovation and cultural heritage.
Top 25 Fashion Houses: Celebrating Fashion and Festive Seasons in Rwanda 2024
The Rwandan fashion industry is bustling during the holiday season, with designers showcasing their creativity through high-quality fabrics and unique designs. The sector has evolved from mere competition to strategic investment, with designers importing premium materials like cotton, linen, silk, and wool to create distinctive collections.
The fashion landscape in Rwanda transformed significantly after 2015 when the Government's Ministry of Trade and Industry launched the "Made in Rwanda" initiative. This policy aimed to boost economic growth, create jobs, and promote locally-made products globally. Nine years later, the initiative has catalyzed remarkable development in the fashion industry.
Here is the 2024 leading top 25 list of fashion houses in Rwanda and their Instagram pages.
1. Rwanda Clothing
Founded in 2012 by Joselyne Umutoniwase, this fashion and home decor brand offers bespoke clothing made by Rwandans. The company has established itself globally while maintaining strong local roots.
The latest collection by Rwanda Clothing
2. Mille Collines
Established in 2008 through a collaboration between Rwandan seamstress Antoinette and Spanish designer Ines, this luxury womenswear brand combines African creativity with global fashion trends. The brand operates across Rwanda, South Africa, and Kenya.
The latest collection by Mille Collines
3. Uzuri K&Y
Founded in 2013 by Ysolde Shimwe and Kevine Kagirimpundu, this eco-friendly footwear brand pioneers sustainable fashion through innovative 4R technology, and repurposing car tires. They have expanded to Kenya with shops in both Kigali and Nairobi.
The latest collection [shoes] by Uzuri K & Y
4. Moshions
Under Moses Turahirwa's leadership since 2015, Moshions has become synonymous with Rwandan luxury fashion. Their latest collection, "Inzozi" (Dreams), exemplifies their vision for African luxury fashion.
The latest collection by Moshions
5. Sonia Mugabo
Launched in 2013, this brand is known for its feminine designs and luxurious fabrics, featuring botanical elements and tropical aesthetics.
The latest collection by Sonia Mugabo
6. House of Tayo
Founded by Matthew "Tayo" Rugamba in 2011, this brand incorporates traditional Rwandan Imigongo art into contemporary clothing and accessories.
The latest collection [Shirt] by House of Tayo
7. Tanga Designs
Since 2014, Niyitanga's brand has gained recognition for its elegant bridal wear featuring intricate beadwork. The brand was recently showcased in Moscow.
The latest collection [Hat & top] by Tanga Designs
8. Matheo Studio
Founded in 2020 by Maurice Niyigena, this Afro-futuristic fashion house blends high-quality design with African storytelling.
The latest collection by Matheo Studio
9. Asantii
Established in 2020 by Maryse Mbonyumutwa, this contemporary womenswear brand maintains a global presence across Africa and Europe.
The latest collection [Jacket] by Asantii
10. Inkanda House
Founded in 2013 by Patrick Muhire, this pioneering fashion house offers innovative clothing and footwear for both genders.
The latest collection [Shirt] by Inkanda House
11. Haute Baso
Linda Mukangoga's ethical lifestyle brand combines premium fashion with Rwandan arts, focusing on women and youth empowerment.
The latest collection by Haute Baso
12. Inzuki Designs
Founded by Teta Isibo in 2010, this brand specializes in handcrafted jewelry and accessories using local materials.
The latest collection [Handbag] by Inzuki Designs - A shirt by Haute Baso
13. Maison Munezero
Jean Vainqueur Munezero's luxury brand, established after receiving a sewing machine gift in 2017, creates sophisticated men's and women's wear.
The latest collection by Maison Munezero
14. Ki-pepeo Kids
Founded in 2016 by Priscilla Ruzibuka, this children's clothing brand combines Western and African fashion elements.
The latest collection by Ki-pepeo Kids
15. K'TSOBE Jewelry
Sarah Legrand's jewelry brand draws inspiration from Rwandan culture and global influences, using diverse materials.
The latest collection by K'TSOBE Jewelry
16. Uzi Collection
Established in 2015, this brand focuses on casual and smart apparel, emphasizing youth empowerment and economic growth.
The latest collection by the Uzi Collections
17. N'Intoki
Founded by Lisa B Marler in 2017, this brand specializes in handbags and home products for the urban African women.
The latest collection by N'Intoki
18. Glo Creations
Since 2008, Gloria Kamanzi Uwizera's textile design company has specialized in African-inspired patterns and hand-printing techniques.
The latest collection by Glo Creations
19. Touch of Rwanda Fashion Designs
Founded by Shema Charlotte, this brand offers custom clothing and accessories for all ages.
The latest collection by Touch of Rwanda
20. Kezem Rwanda
Established in 2020 by Emmanuel Niyosenga, this premium fashion brand emphasizes environmental consciousness in its designs.
The latest collection by Kezem
21. Izubaa
Founded by Elodie Fromenteau, this brand combines heritage with modern style, promoting Made in Rwanda globally.
The latest collection by Izubaa
22. Dokmai Rwanda
Since 2014, Bernadette Umunyana's brand has specialized in handcrafted leather products.
The latest collection by Dokmai-Rwanda
23. Impano Sportswear
Founded by Allen Simms, this brand creates high-quality sports apparel for athletes and active lifestyle enthusiasts.
The latest collection by Impano Sports
24. Umuheto Creative
Established in 2020 by Olivier Harerimana, this brand draws inspiration from Rwandan and African culture.
The latest collection by Umuheto Creative
25. Safashion Collection
Founded in 2023 by Samila Reina, this emerging brand specializes in affordable, elegant apparel featuring innovative zip fashion designs.
The latest collection by Safashion collection
Top 25 Fashion Houses: Celebrating Fashion and Festive Seasons in Rwanda 2024
The Rwandan fashion industry is bustling during the holiday season, with designers showcasing their creativity through high-quality fabrics and unique designs. The sector has evolved from mere competition to strategic investment, with designers importing premium materials like cotton, linen, silk, and wool to create distinctive collections.
The fashion landscape in Rwanda transformed significantly after 2015 when the Government's Ministry of Trade and Industry launched the "Made in Rwanda" initiative. This policy aimed to boost economic growth, create jobs, and promote locally-made products globally. Nine years later, the initiative has catalyzed remarkable development in the fashion industry.
Here is the 2024 leading top 25 list of fashion houses in Rwanda and their Instagram pages.
1. Rwanda Clothing
Founded in 2012 by Joselyne Umutoniwase, this fashion and home decor brand offers bespoke clothing made by Rwandans. The company has established itself globally while maintaining strong local roots.
The latest collection by Rwanda Clothing
2. Mille Collines
Established in 2008 through a collaboration between Rwandan seamstress Antoinette and Spanish designer Ines, this luxury womenswear brand combines African creativity with global fashion trends. The brand operates across Rwanda, South Africa, and Kenya.
The latest collection by Mille Collines
3. Uzuri K&Y
Founded in 2013 by Ysolde Shimwe and Kevine Kagirimpundu, this eco-friendly footwear brand pioneers sustainable fashion through innovative 4R technology, and repurposing car tires. They have expanded to Kenya with shops in both Kigali and Nairobi.
The latest collection [shoes] by Uzuri K & Y
4. Moshions
Under Moses Turahirwa's leadership since 2015, Moshions has become synonymous with Rwandan luxury fashion. Their latest collection, "Inzozi" (Dreams), exemplifies their vision for African luxury fashion.
The latest collection by Moshions
5. Sonia Mugabo
Launched in 2013, this brand is known for its feminine designs and luxurious fabrics, featuring botanical elements and tropical aesthetics.
The latest collection by Sonia Mugabo
6. House of Tayo
Founded by Matthew "Tayo" Rugamba in 2011, this brand incorporates traditional Rwandan Imigongo art into contemporary clothing and accessories.
The latest collection [Shirt] by House of Tayo
7. Tanga Designs
Since 2014, Niyitanga's brand has gained recognition for its elegant bridal wear featuring intricate beadwork. The brand was recently showcased in Moscow.
The latest collection [Hat & top] by Tanga Designs
8. Matheo Studio
Founded in 2020 by Maurice Niyigena, this Afro-futuristic fashion house blends high-quality design with African storytelling.
The latest collection by Matheo Studio
9. Asantii
Established in 2020 by Maryse Mbonyumutwa, this contemporary womenswear brand maintains a global presence across Africa and Europe.
The latest collection [Jacket] by Asantii
10. Inkanda House
Founded in 2013 by Patrick Muhire, this pioneering fashion house offers innovative clothing and footwear for both genders.
The latest collection [Shirt] by Inkanda House
11. Haute Baso
Linda Mukangoga's ethical lifestyle brand combines premium fashion with Rwandan arts, focusing on women and youth empowerment.
The latest collection by Haute Baso
12. Inzuki Designs
Founded by Teta Isibo in 2010, this brand specializes in handcrafted jewelry and accessories using local materials.
The latest collection [Handbag] by Inzuki Designs - A shirt by Haute Baso
13. Maison Munezero
Jean Vainqueur Munezero's luxury brand, established after receiving a sewing machine gift in 2017, creates sophisticated men's and women's wear.
The latest collection by Maison Munezero
14. Ki-pepeo Kids
Founded in 2016 by Priscilla Ruzibuka, this children's clothing brand combines Western and African fashion elements.
The latest collection by Ki-pepeo Kids
15. K'TSOBE Jewelry
Sarah Legrand's jewelry brand draws inspiration from Rwandan culture and global influences, using diverse materials.
The latest collection by K'TSOBE Jewelry
16. Uzi Collection
Established in 2015, this brand focuses on casual and smart apparel, emphasizing youth empowerment and economic growth.
The latest collection by the Uzi Collections
17. N'Intoki
Founded by Lisa B Marler in 2017, this brand specializes in handbags and home products for the urban African women.
The latest collection by N'Intoki
18. Glo Creations
Since 2008, Gloria Kamanzi Uwizera's textile design company has specialized in African-inspired patterns and hand-printing techniques.
The latest collection by Glo Creations
19. Touch of Rwanda Fashion Designs
Founded by Shema Charlotte, this brand offers custom clothing and accessories for all ages.
The latest collection by Touch of Rwanda
20. Kezem Rwanda
Established in 2020 by Emmanuel Niyosenga, this premium fashion brand emphasizes environmental consciousness in its designs.
The latest collection by Kezem
21. Izubaa
Founded by Elodie Fromenteau, this brand combines heritage with modern style, promoting Made in Rwanda globally.
The latest collection by Izubaa
22. Dokmai Rwanda
Since 2014, Bernadette Umunyana's brand has specialized in handcrafted leather products.
The latest collection by Dokmai-Rwanda
23. Impano Sportswear
Founded by Allen Simms, this brand creates high-quality sports apparel for athletes and active lifestyle enthusiasts.
The latest collection by Impano Sports
24. Umuheto Creative
Established in 2020 by Olivier Harerimana, this brand draws inspiration from Rwandan and African culture.
The latest collection by Umuheto Creative
25. Safashion Collection
Founded in 2023 by Samila Reina, this emerging brand specializes in affordable, elegant apparel featuring innovative zip fashion designs.
The latest collection by Safashion collection
Last week, the Asantii fashion house hosted a breakfast event in Kigali, welcoming the spouses of FIA members as part of the Visit Rwanda Experience. The morning began with a tour of the brand's atelier at Kimihurura, where guests witnessed the intricate craftsmanship behind each piece. Visitors also explored the on-site nursery, which supports Asantii's workers and their families.
The spouses of FIA members arriving at the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
The event's highlight was a special runway show showcasing Asantii's iconic designs. The fashion house expressed gratitude to all those who made the event possible. "A special thank you to Rwanda Events Group, Rwanda Convention Bureau, the Ministry of Youth, the Rwanda Automobile Club, and our talented stylist Rocky Try for making this event possible," Asantii stated.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
Asantii is a contemporary womenswear brand that celebrates African heritage and artisanship through joyful and effortless fashion. Proudly designed, conscientiously sourced, and beautifully made across the continent, the brand has established a global presence with shops in Lagos, Nigeria; Abidjan, Côte d'Ivoire; Lasne, Belgium; Accra, Ghana; and Kigali, Rwanda.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
The year 2024 marks an exciting milestone for Asantii. The Founder & CEO, Maryse Mbonyumutwa, has been named to The Business of Fashion's (BoF) 500 Class of 2024. This prestigious index, which celebrates the most influential people shaping the global fashion industry, has for the first time included a representative from Rwanda.
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
The BoF 500 honors leaders driving innovation, creativity, and sustainable change worldwide. Maryse joined an impressive lineup of global fashion industry figures, including Thomas Plantenga, Chief Executive of Vinted Group; Aya Nakamura, the French singer; and Chemena Kamali, Creative Director of Chloé.
Several other African fashion innovators were also included in the BoF 500 Class of 2024, such as Laduma Ngxokolo, Designer of MAXHOSA AFRICA; Wandia Gichuru, Kenyan entrepreneur and Founder of Vivo Fashion Group; and Tyla, the South African singer and songwriter.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
The event took place against the backdrop of another significant occasion – the FIA Awards. Held for the first time on the African continent in Kigali, Rwanda, on December 13, the awards celebrated champions and legends from the world of motorsport. The event was graced by FIA President Mohammed Ben Sulayem and His Excellency Paul Kagame, President of Rwanda, at the BK Arena.
The FIA President Mohammed Ben Sulayem and His Excellency Paul Kagame, President of Rwanda, at the BK Arena [Photo Credit: NT]
FIA President Mohammed Ben Sulayem welcomed the evening's guests, stating, "Here in Kigali, we have shone a light on members of our motorsport family whose commitment, spirit, and endeavor are at the heart of our sport, and we look to the champions of the future, those just beginning their careers and enjoying their first taste of success."
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
Asantii Welcomes Spouses of FIA Members, Showcasing Latest Collections
Last week, the Asantii fashion house hosted a breakfast event in Kigali, welcoming the spouses of FIA members as part of the Visit Rwanda Experience. The morning began with a tour of the brand's atelier at Kimihurura, where guests witnessed the intricate craftsmanship behind each piece. Visitors also explored the on-site nursery, which supports Asantii's workers and their families.
The spouses of FIA members arriving at the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
The event's highlight was a special runway show showcasing Asantii's iconic designs. The fashion house expressed gratitude to all those who made the event possible. "A special thank you to Rwanda Events Group, Rwanda Convention Bureau, the Ministry of Youth, the Rwanda Automobile Club, and our talented stylist Rocky Try for making this event possible," Asantii stated.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
Asantii is a contemporary womenswear brand that celebrates African heritage and artisanship through joyful and effortless fashion. Proudly designed, conscientiously sourced, and beautifully made across the continent, the brand has established a global presence with shops in Lagos, Nigeria; Abidjan, Côte d'Ivoire; Lasne, Belgium; Accra, Ghana; and Kigali, Rwanda.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
The year 2024 marks an exciting milestone for Asantii. The Founder & CEO, Maryse Mbonyumutwa, has been named to The Business of Fashion's (BoF) 500 Class of 2024. This prestigious index, which celebrates the most influential people shaping the global fashion industry, has for the first time included a representative from Rwanda.
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
The BoF 500 honors leaders driving innovation, creativity, and sustainable change worldwide. Maryse joined an impressive lineup of global fashion industry figures, including Thomas Plantenga, Chief Executive of Vinted Group; Aya Nakamura, the French singer; and Chemena Kamali, Creative Director of Chloé.
Several other African fashion innovators were also included in the BoF 500 Class of 2024, such as Laduma Ngxokolo, Designer of MAXHOSA AFRICA; Wandia Gichuru, Kenyan entrepreneur and Founder of Vivo Fashion Group; and Tyla, the South African singer and songwriter.
The spouses of FIA members enjoying the show by Asantii [Photo Credit: Asantii]
The event took place against the backdrop of another significant occasion – the FIA Awards. Held for the first time on the African continent in Kigali, Rwanda, on December 13, the awards celebrated champions and legends from the world of motorsport. The event was graced by FIA President Mohammed Ben Sulayem and His Excellency Paul Kagame, President of Rwanda, at the BK Arena.
The FIA President Mohammed Ben Sulayem and His Excellency Paul Kagame, President of Rwanda, at the BK Arena [Photo Credit: NT]
FIA President Mohammed Ben Sulayem welcomed the evening's guests, stating, "Here in Kigali, we have shone a light on members of our motorsport family whose commitment, spirit, and endeavor are at the heart of our sport, and we look to the champions of the future, those just beginning their careers and enjoying their first taste of success."
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
Inside the Asantii's atelier at Kimihurura in Kigali [Photo Credit: Asantii]
Why Swahili Fashion Week & Awards Withdrew the Male Model of the Year 2024 Crown
"It is with regret that we announce the withdrawal of the Male Model of the Year 2024 award from Hanspopa. This decision has been taken following verified incidents of misconduct, which are in direct violation of the values and standards we strive to uphold as an organization," stated the Swahili Fashion Week & Awards 2024.
Each year, the Swahili Fashion Week & Awards presents more than 15 awards across different categories, including male and female models of the year, according to the announcement from the judging panel. Hanspopa was the winner in the male model category.
Following the initial award announcement, the reactions were mixed. Some models appeared pleased, while others seemed surprised. The usual poster listing all winners received minimal commentary, with only one individual, Mr. [Hanspopa], commenting, "Thanks for having me on board."
Surprisingly, on December 16th, the official statement from Swahili Fashion Week & Awards announced the withdrawal of the Male Model of the Year 2024 award.
"The Swahili Fashion Week & Awards places the utmost importance on upholding the values of professionalism, integrity, and respect within the fashion industry," the statement read. "As a platform dedicated to promoting creativity and empowering talent, we are committed to ensuring that all individuals associated with our awards align with these principles."
The statement continued, "This step is not taken lightly and reflects our dedication to fostering an environment that prioritizes ethical behavior, mutual respect, and the positive growth of the fashion industry across the region. We remain committed to celebrating individuals who contribute meaningfully to the advancement of the industry and encourage all stakeholders to continue upholding the principles that define Swahili Fashion Week."
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
Following this announcement, many models began commenting, seeking clarification about the circumstances surrounding the event organizers and Mr. Hanspopa. The statement notably lacked specific details about the reasons for the award withdrawal.
Hanspopa addressed the mounting speculation, saying, "Thank you so much, guys, for your good heart. I've received many calls and texts from people wanting to hear my side of the story. You're giving me a headache. I will talk to you via my Instagram Live tomorrow. For now, I need a little space, please."
An RCFS Media reporter spoke with a fashion enthusiast from Dar Es Salaam about the awards controversy. "No one knows what happened in public; we just saw the statement by the Swahili Fashion Week & Awards. I guess some judges supported him, while others did not," the source said.
Another commentator added, "Every year, I wonder how they manage those awards. First of all, there are so many awards in that event, both locally and nationally. I've been told that many participants apply just to add these awards to their CV."
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
In a subsequent Instagram video, Hanspopa addressed the situation but failed to provide a satisfactory explanation. "Guys, thank you very much for your patience, especially those asking me to comment on the award withdrawal from Male Model of the Year 2024 at the Swahili Fashion Week," he said.
He continued, "I was also shocked and did not expect this to happen, but everything happens for a reason. Sometimes we want to say something about what happened to us, but other times, we decide to remain silent."
The brief video ended abruptly before Hanspopa could fully explain the circumstances, leaving Tanzanians and fashion enthusiasts in suspense about the outcome. In a subsequent post, Hanspopa simply stated, "Guys, I quit. I am no longer going to do this again."
The mystery surrounding the award withdrawal continues, with no clear resolution in sight.
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
Why Swahili Fashion Week & Awards Withdrew the Male Model of the Year 2024 Crown
"It is with regret that we announce the withdrawal of the Male Model of the Year 2024 award from Hanspopa. This decision has been taken following verified incidents of misconduct, which are in direct violation of the values and standards we strive to uphold as an organization," stated the Swahili Fashion Week & Awards 2024.
Each year, the Swahili Fashion Week & Awards presents more than 15 awards across different categories, including male and female models of the year, according to the announcement from the judging panel. Hanspopa was the winner in the male model category.
Following the initial award announcement, the reactions were mixed. Some models appeared pleased, while others seemed surprised. The usual poster listing all winners received minimal commentary, with only one individual, Mr. [Hanspopa], commenting, "Thanks for having me on board."
Surprisingly, on December 16th, the official statement from Swahili Fashion Week & Awards announced the withdrawal of the Male Model of the Year 2024 award.
"The Swahili Fashion Week & Awards places the utmost importance on upholding the values of professionalism, integrity, and respect within the fashion industry," the statement read. "As a platform dedicated to promoting creativity and empowering talent, we are committed to ensuring that all individuals associated with our awards align with these principles."
The statement continued, "This step is not taken lightly and reflects our dedication to fostering an environment that prioritizes ethical behavior, mutual respect, and the positive growth of the fashion industry across the region. We remain committed to celebrating individuals who contribute meaningfully to the advancement of the industry and encourage all stakeholders to continue upholding the principles that define Swahili Fashion Week."
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
Following this announcement, many models began commenting, seeking clarification about the circumstances surrounding the event organizers and Mr. Hanspopa. The statement notably lacked specific details about the reasons for the award withdrawal.
Hanspopa addressed the mounting speculation, saying, "Thank you so much, guys, for your good heart. I've received many calls and texts from people wanting to hear my side of the story. You're giving me a headache. I will talk to you via my Instagram Live tomorrow. For now, I need a little space, please."
An RCFS Media reporter spoke with a fashion enthusiast from Dar Es Salaam about the awards controversy. "No one knows what happened in public; we just saw the statement by the Swahili Fashion Week & Awards. I guess some judges supported him, while others did not," the source said.
Another commentator added, "Every year, I wonder how they manage those awards. First of all, there are so many awards in that event, both locally and nationally. I've been told that many participants apply just to add these awards to their CV."
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
In a subsequent Instagram video, Hanspopa addressed the situation but failed to provide a satisfactory explanation. "Guys, thank you very much for your patience, especially those asking me to comment on the award withdrawal from Male Model of the Year 2024 at the Swahili Fashion Week," he said.
He continued, "I was also shocked and did not expect this to happen, but everything happens for a reason. Sometimes we want to say something about what happened to us, but other times, we decide to remain silent."
The brief video ended abruptly before Hanspopa could fully explain the circumstances, leaving Tanzanians and fashion enthusiasts in suspense about the outcome. In a subsequent post, Hanspopa simply stated, "Guys, I quit. I am no longer going to do this again."
The mystery surrounding the award withdrawal continues, with no clear resolution in sight.
Hanspopa during the Swahili Fashion Week & Awards 2024 [Photo Credit:S FW]
My Dress My Choice as a Statement of the Class Struggle
Ni nywele yangu. (It's my natural hair.) I have probably said this statement more times than I have said my name is Wavinya—a name that means "the one with power" in any space I have occupied. The capitalist system has mastered the art of commodifying everything, and recently, how we dress has particularly caught my attention. In a world where clothes are mere fabrics, they have been transformed into tools, symbols, and battlegrounds of a broader class struggle. My way of dressing and the business I run are direct reflections of this complex battleground within the Kenyan and global "fashion" industry.
A thrifted pair of boots, a worn second-hand jeans, a branded free t-shirt, and dreadlocks are more than just a look—they are a statement of resistance. Born out of convenience and affordability, these choices represent a defiance against systemic forces of capitalism and colonial legacies that dictate our modes of dress. My thick black locks make a bold statement about the beautiful African woman I am. In a society governed by bourgeois norms, they are perceived as political, viewed with suspicion, and seen as a symbol of defiance.
Historically, dreadlocks have symbolized resistance, cultural identity, and spiritual significance across global societies. In Kenya, the Mau Mau—The Kenya Land and Freedom Army—fighters wore dreadlocks as an act of rebellion against the British colonial army. This sparked stereotypes associating dreadlocks with rebellion, counterculture, and uncleanliness—stereotypes deeply rooted in colonial attitudes that demonized African hairstyles as primitive and uncivilized.
The post-independence era saw another powerful manifestation of this resistance. During President Moi's regime, the Mungiki—a young force of Gikuyu men—adopted dreadlocks as a symbolic return to African roots and a form of political resistance. For them, locked hair was not just a physical declaration of cultural identity but a direct challenge to a corrupt and authoritarian government. The movement grew significantly in Central Kenya and Nairobi's slums, eventually becoming highly militant.
The state's response was brutal. Police launched widespread crackdowns, leading to arrests, extrajudicial killings, and systematic harassment. The mere sight of dreadlocks became synonymous with being a Mungiki member. This legacy of profiling and violence was so profound that when my older cousin got his hair locked, my uncle's immediate reaction was, "Ko wi mungiki?" (Have you become Mungiki?)
Our brothers in the struggle are constantly profiled by police, society, and government institutions. Every time I was stopped, frisked, or arrested, it was never because I posed a genuine threat, but because I represented a class that authorities were conditioned to view with suspicion. The looks we wear in the movement expose an uncomfortable truth: our clothing choices are not truly free but are confined by intricate class struggles.
My connection to clothes runs deep. From a young age, I was fascinated by the processes of making fabrics, the intricate threads that bind pieces together. As a village church girl, I dreamed of a career in "fashion." Upon arriving in Nairobi, I discovered a complex social landscape where clothing seemingly determined one's level of womanhood. I learned I was what the Gen Z now calls "Kienyeji"—a term reminiscent of the old "mshamba," meaning uncivilized or rural.
In Nairobi, a city where women face multiple systemic violence, working-class women have strategically adapted their wardrobes as a form of protection. My personal experience began in the deep slums of Mathare at 17, when puberty and societal perceptions converged. Subjected to constant harassment—spanking, catcalling, objectifying comments—I gradually transformed my wardrobe. Baggy pants, turtlenecks, and heavy jackets became my armor, regardless of the heat.
From eighteen to twenty-four, I was labeled with various appellations: "lele" (lesbian), "rasta," "tomboy," "madam"—each label a reflection of society's attempt to categorize and control. In 2014, a viral video of a woman being stripped in Nairobi for being "indecent" highlighted the broader issue. Now, in 2024, Kenya faces a femicide crisis, with over 500 reported cases since 2016. The "My Dress My Choice" movement emerged as a response to this weaponization of dress, shifting the conversation from women's vulnerability to a demand for bodily autonomy.
My grandmothers, Kalondu and Ngethe, were my earliest inspirations. My paternal grandmother, in particular, introduced me to traditional crafts through evening fireside storytelling. She would weave beautiful pieces while sharing folktales, subtly teaching me about our cultural heritage. This became my gateway into the world of fashion.
Venturing into "sustainable fashion" revealed the deep-rooted impacts of imperialism and capitalism in Kenya and across Africa. I witnessed how colonial cultural hegemony systematically devalued indigenous skills and crafts. While I didn't learn weaving directly from my grandmothers, I saw how this skill could build communities, fund education, and support businesses.
However, a painful truth emerged: African labor, knowledge, and traditions are only considered "valuable" when commodified for European and American markets. Unless legitimized by bourgeois market forces of the Global North, our production systems and knowledge remain marginalized within our own borders.
Sustainable Fashion, I realized, is yet another manifestation of colonialism and imperialism. To truly pursue liberation, we must reclaim our knowledge, our hair, and our clothes, dismantling the invisible borders that constrain us.
My dress is not merely a personal choice—it is a political statement about ongoing class struggles and the fight against systemic oppression. It reflects the complex realities faced by women in working-class and marginalized communities. My locks are inherently political, and as I continue fighting for a world where our choices are genuinely our own, I wear my struggles with pride.
The battle against capitalism, patriarchy, and neo-colonialism continues. But our daily acts of resistance, our choices, and our unwavering spirit can indeed amount to significant, transformative change.
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