In Rwanda or Africa in general, it has never been a matter of what fashion brand is marked on your cloth. We have only cared about how we look in our dresses, but not who made the dresses. However, the new young generation of Rwanda is changing the fashion history of Rwanda. They want to wear the outfit, and of course the brand too.
At first I got a shock, and wondered what a friend of mine meant when she asked me, “is your t-shirt Calvin Klein?” I didn’t even know what was written on my t-shirt or what the hell Calvin Klein was, but now I’m a fan. This is no doubt because of the celebrities’ exposure to us, and the growth of the fashion industries around the world. It is something that develops and spreads, and the youth is the world’s explorer as they want to try out everything. This is becoming a mattering question: “what are you wearing?” and if you have an answer to that question, as say “Gucci”, then you got the crown.
The international celebrities are models of these brands; Young people want to wear the Balmain dress Kim Kardashian wore at a certain red carpet moment. They become famous and more demanded internationally by that. It is important for a cloth to have a trademark; it gives more value to it at the same extent its uniqueness is highlighted. It builds a name for their creators as part of their masterpieces. And of course the new young generation of Rwanda is growing a need of wearing a masterpiece.
Versace made from Italy, Calvin Klein made from United States of America and Chanel made from France just like other famous brands are from outside Rwanda and Africa; we ask ourselves if there is a space for Rwanda to have developed fashion brands. We are waiting impatiently to see if African designers can become legendary fashion icons. Let’s watch out for how Joselyne Umutoniwase, the founder of RWANDA CLOTHING, plays the cards! RWANDA CLOTHING may be your next favorite brand. All you got to do is to reach them and they will do the rest.
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