THE SYMBOLISM BEHIND KISUMU FASHION FRIDAYS REBRAND

Following a three-month hiatus from the fashion scene, Kisumu Fashion Fridays rebrands in a record comeback with renewed focus on the larger East African market.

Dubbing itself “Mashariki Fashion Fridays”, the new entity carries with it the symbolism in its christened name “Mashariki” – Swahili-word for East and will be gunning to provide a market for the ‘East African fashion designer’.

In full realization of the expanding market; the brand started off with a tour of Turkana County holding a successful show in Lodwar in mid-July.

A model struts the runway at Mashariki Fashion Fridays held at the Icon Lounge, Lodwar in Mid-July. Photo/Opuk Jakinda.

Even more promising events are lined-up before  end of the year, with the next tour slated for Kampala incorporating designers from the region

“The ‘little-brand’ market had expanded and demanded that we rebrand for the East African market hence the name Mashariki,” confirms Teq Binti Afrique, Founder at Mashariki Fashion Fridays.

Teq Binti Afrique, Founder Mashariki Fashion Fridays. Pic/Courtesy

Mashariki Fashion Fridays looks to close the year with a signature two-day open-field event at Impala Sanctuary. With the event best voted designers’ piece set to be christened ‘Kisumu Wear’.

The brand that had come to revolutionize the Kisumu Fashion Industry pumping in a new lease of life to the common tailor, is further looking to partner with BOW Media Group in a bid to develop an e-commerce platform to market the local tailor brand.

“The local tailor commonly referred to ‘fundi wa nguo’ has heavily relied on traditional events as weddings and funerals to source for a market for their designs, more reason we are seeking to develop an online platform to reach out to the larger market,” says Mashariki Fashion Fridays, Public Relations Officer Odhiambo Otieno.

The partnership with BOW Media will further see Mashariki Fashion Friday develop a TV Show to reach-out to larger audiences.

Mashariki Fashion Fridays will also be capitalizing on the recent government policy dubbed Kenya Fashion Fridays.

The policy that is slowly picking momentum is aimed at rallying Kenyans to wear Kenyan made brands and designs as a break away from the official attires to replace the usual casual Friday dress down.

The re-energized brand will also be looking to involve other industry players such as models, Make-Up Artists, Hair Stylists in the venture that seeks to transform the fashion space in the region.

^OB

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