Zim’s fashion boom: The facts

Chipo Mapondera
FASHION is a word that elicits images of flashing lights, a luxurious world of glamour, and often-provocative takes on style. Its influence pervades over not only what we wear, but also what we carry, how we style our hair and make-up and, most importantly, how we spend on these exploits.
The world looks towards the fashion capitals — London, Paris, Milan and New York — for haute inspiration and the latest trends. However, in more and more cities around the world, fashion creatives are taking over their own runways and expanding an industry known for being historically elitist. Some like Sydney are two short years away from the second decade of their Fashion Week. At home we are sashaying in the same direction with a Fashion Week that is in its third year, and is pioneering a platform for local design.

However, the true test of fashion is whether consumers are willing to cash in. Locally, it is impossible to ignore the surge in boutiques and fashion emporiums, offering fashion for every pocket and nearly every taste. What interests me is what is behind this seemingly booming fashion industry and are we really buying it?

The fashion industry is certainly not in its infancy in Zimbabwe. In the 90s the chic set, which included my mother, shopped up-to-date international labels at exclusive boutiques such as Sachara, Sylvia’s and the aptly named Little Harrod’s. Buying Christmas outfits at Barbour’s and Meikles gave us the feeling of being in a London department store and was a part of the annual festive celebrations.
For those who racked up frequent flyer miles, overseas business trips and holidays were opportune for high-end luxury purchases for fashion-forward wardrobes. However, the majority had a limited sense of trends and the concept of personal style. Clothing changed from work to church, and was not overly considered. It was a case of limited access, and reflected the exclusivity of fashion, internationally.
In the last decade, fashion has become increasingly democratic, the world over. The British “High Street” fashion culture pioneered trend-led, affordable clothing and the stores amped up their marketing techniques so that brands like Topshop, Miss Selfridge andNext became must-haves in their own right. Now Zara, H&M and South African brandslike Mr. Price and Foschini are speeding up the fashion process by offering high-fashion trends to the masses, even before they reach the gilded luxury stores.

For me a trip to China in 2010 was an eye-opener. At check-in time our fellow Air Zimbabwe passengers paid hundreds of yuan in excess baggage, and I realised ever-resourceful locals were filling a niche back home, opening a tap that has now flooded the market. Now clothing from China and Dubai flies off the rails providing trend-savvy consumers with the latest looks, without having to break the bank.
South Africa is also a regular destination for “cross-border” sellers who source from Johannesburg’s thriving CBD. However, what if you are looking for something more original? What if you are more conscious about the quality of what you wear?

Mrs Florence Sachikonye, owner of Sachara, knows her customer well. “I understand the ladies that shop here. They are after something distinctive so they are prepared to spoil themselves.” In come jewel-encrusted knits and uniquely printed dresses sourced from Europe, with the exclusive price tags to match.

Across the retail chains that cater to the middle market, you can shop well-known brands like Kelso at Edgars, which has a fairly limited run of product. This ensures that, depending on how you put your look together, you won’t find it replicated on the street as often as your downtown fashions.

Local designers continue to try and get noticed and this is where I believe shoppers will find original design at a more sustainable price. However, we have to wait for the industry to get its systems in place.

Priscilla Chigariro-Gessen, founder of Zimbabwe Fashion Week, explains this saying: “Zimbabwe Fashion Week is growing every year and the designers are showing great signs of development. They are researching to keep up with international trends, and aspiring to create clothing of high standards.”

She continues: “What local designers need now is to engage with buyers and retailers to get orders, as well as development in manufacturing so that the designers can keep up with demand, at a reasonable price.”

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