Models present Prada fashion house in Milan, Italy, recently. Successful shows like this one depend on proper lighting,
choreography and make-up, among other stage details. AFP
In all fairness, the increased number of fashion
shows means that the industry is growing. But the shows are starting to
look and feel the same.
“The whole idea of selling the designer and his
work is missing on our runways. Fashion needs to make a clear statement.
When they become just a collection of pretty clothes with no real
meaning, there is certainly something wrong.
Even a fashion event for one night is being
referred to as a fashion week. There is no creativity—same runways,
same choreography or little change,” says Mohamed Bana, a fashion
designer and a regular participant in local fashion shows.
Improving fashion shows in Kenya should start with
the technical details and finally to the clothes that end up on the
runways. A successful fashion show depends on proper choreography,
lighting, make-up, hair, model selection and clothes, among other
things.
But Kenyan fashion shows have become a source of
entertainment rather than business ventures to build de brands or style
or even to set trends as is the case with the international fashion
events such as the Paris, London, New York and Milan fairs.
To change this perception, fashion designers say they should be asking tough questions before taking part in local shows.
For example, what is the aim and theme of the
event? What is the concept? How will a designer gain by participating?
What kind of people is the show targeting? Do these people fit with the
brand?
The general consensus is that event organisers
should put more creativity in the décor and set up. Since fashion is an
art, there should be no limit to how one does the décor.
The runway can be circular instead of the typical
straight or T-shape. Why not choose different locations? Instead of the
usual lavish hotels lobbies, how about a warehouse?
Some designers are notorious for showing the same
collection more than twice in different events. It is true that it
takes considerable capital and time to come up with a new collection
for each show, but one can choose to attend one or two exhibitions that
better suit their brand.
“We do not want people to get tired of us. We will
be taking part in quality fashion shows to show something substantial.
Putting together a collection for an event can be expensive so we have
to make the investment worthwhile,” says Collins Karanja of Co-Be Inc.
Evans Saitoti of Snave Kollections, who has never
taken part in any show but has assisted a fellow designer Davecloth
Design to get ready for one, agrees.
“It is because of the high cost of entering the
events that I tend to think that fashion shows in Kenya are just for fun
and not business. I am not sure I would get my money back if I
participated. Sometimes it is just for fame.”
“Designers too, have to work hard. When it comes
to fashion, Kenya is a little shy. Designers only want to make ready-to
wear clothes. Even the modelling is flat. Let us get more daring and
think out of the box,” says Mr Bana.
A local fashion designer, Galina Tatarinova of Only You, once showed her collection with flower garlands and head gear.
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