Ethiopia’s cultural attire is a vibrant testament to the nation’s rich heritage, and its significance is undeniable, especially during holidays and special occasions. However, a new trend emerges as Ethiopian fashion designers adapt handmade cultural attire for everyday wear.
By utilizing traditional weaving techniques, these designers infuse creativity into Ethiopia’s cultural clothing, making it suitable for daily activities. The burgeoning fashion industry is showcasing passionate and talented designers who are eager to penetrate the international market, promoting Ethiopia’s cultural garments to a global audience.
Participation in international fashion shows serves as a platform to highlight the country’s diverse aare also offering innovative designs that resonate with local customers, providing a sense of elegance and pride.
As Ethiopia’s New Year approaches, the demand for cultural clothing surges, leading to a series of fashion shows, particularly in Addis Ababa. The recent “Elel Yale Habesha” fashion show, combined with an Ethiopian cultural food event, showcased the work of various designers while allowing participants to savor traditional dishes. Such events aim to create a vibrant atmosphere for designers to present their remarkable creations to the public.
One of the event participants Natanem Wondwossen, founder and creative director of Natanem Couture, mentioned that their brand is on its third after officially launched. Specializing in Habesha clothing, the label combines traditional weaving techniques with local materials to create modern, versatile garments for everyday wear and special occasions.
“We focus on using local inputs to produce both men’s and women’s collections,” she explained. “While we serve the local market, we’re also exporting to Europe and America, and we’re now exploring opportunities in Asia, albeit on a smaller scale.”
Natanem emphasizes the unique design and patterns in their collections, aiming to demonstrate that Habesha clothing can be stylish and contemporary. “The fashion industry in Ethiopia is evolving, and there is growing awareness among the public. Previous industry pioneers have paved the way, but we still face challenges in promotion,” she noted.
The recent “Elel Yale Habesha” event provided a valuable platform for showcasing their products to the community, highlighting how local weaving techniques contribute to a designer’s identity.
Regarding affordability, Natanem remarked, “Our products are reasonably priced considering the creativity and time involved in their production. Many people believe that stylish, culturally inspired clothing is expensive, but that’s a misconception.”
However, she pointed out significant challenges within the industry, particularly the lack of exposure and financial support for designers. “To address these issues, we need to engage in discussions with both the government and the private sector,” she stated.
Natanem is optimistic about the future, believing that overcoming these obstacles could attract new talent to the industry. “There’s untapped potential among aspiring designers. If given the chance, we could see a wave of sophisticated, elegant fashion in Ethiopia within five years,” she concluded. Despite the challenges, the current vibrancy of the Ethiopian fashion scene is proving enticing for newcomers.
Meanwhile, Beza Yohannes, the visionary behind Beza Traditional Clothes, is transforming the landscape of women’s traditional attire by blending modern designs with classic Ethiopian styles. Her mission is to create garments that not only celebrate national beauty but also offer a contemporary twist.
Operating for two years, Beza’s brand is committed to using 100 percent cotton, a readily available raw material in Ethiopia.
Traditionally, Ethiopian women reserved their traditional attire for holidays and special occasions. However, Beza emphasizes that her light and modern designs are ideal for weekends and every day wear. “I said, ‘I’m Habesha,’” she remarked, highlighting her pride in Ethiopian heritage through her work.
To increase brand visibility and attract a wider audience, Beza is actively engaging in workshops and events like “Elel Yale Habesha” that showcase her unique designs, aiming to elevate the acceptance of Ethiopian culture in contemporary fashion.
Another standout product presented at the event was high-quality leather bags made by local artisans and Ethiopian designers.
Abenezer Tadese is the creative director of Sabawiyan Leather, has been making waves in the leather goods market for the past six years. The company specializes in crafting bags and various leather products using materials sourced from local leather factories.
With a focus on simple yet striking designs, Sabawiyan Leather caters primarily to domestic consumers while also exporting to several African countries, the United States, and parts of Europe. Their e-commerce platform allows customers to easily place orders from anywhere.
Abenezer notes that while some equipment for leather production is imported from China, the company prides itself on its local roots. Despite the competition among bag manufacturers, Sabawiyan Leather stands out by blending artistry with Ethiopian cultural elements, enabling them to maintain a strong presence in a crowded market.
Historically, domestic products faced challenges in quality; however, recent government initiatives, such as taxes on imported goods, have encouraged consumers to choose local options. Abenezer asserts that local producers are now delivering higher-quality products than many imports, strengthening their connection with the market.
He advocates for further governmental support, calling for workshops, credit facilities, and dedicated workspaces for manufacturers. By prioritizing local craftsmanship, Ethiopia can bolster its economy and promote its rich cultural heritage. “Moreover,” he adds, “this shift can help us replace imported products, ultimately reducing foreign exchange costs.”
Abenezer also praises initiatives like “Elel Yale Habesha,” believing it could significantly enhance local production capabilities and foster market integration within the community.
Nowadays, Ethiopian fashion is evolving, bridging the gap between traditional and contemporary styles, and capturing the attention of both local and international audiences
BY EYUEL KIFLU AND FIKADU BELAY
THE ETHIOPIAN HERALD WEDNESDAY 25 SEPTEMBER 2024
