FEATURES
FEATURES
New Attitude en vogue
By Dean Great
DID you check the label on your shirt this morning before you put it on? Do you ever mind to find out who made a blouse before you buy it? Designers are born everyday and recently the trade is picking pace everywhere.
It was rare a few years ago to have a serious talk about designers in Tanzania. It is not the trend now. There is enormous demand for specially ordered clothing, orders that go for tastes and personal attractions.
The rise of beauty and modelling industry in the East African region is regarded to be the most influential factor towards the notable changes.
It’s from competitions like Face of Africa, the defunct Miss East Africa and local ones like Miss Tanzania, where young and old designers reveal their charged talents. It was during Face of Africa 2000 finals that Tanzanians got to see the amazing work of Kenyan designer Sue Muraya.
Sue Muraya has always been driven to create beautiful things. At an early age, she learnt the art of making baskets and embellishing them with beads from her grand mother. When she was older, she found herself creating new garments out of second hand clothing, to the amazement of her family and friends.
On completing school, Sue could no longer ignore her calling and enrolled at the Evelyn College of design in Kenya. She managed to continue her studies at the Fashion Institute of Technology in New York. Although, she loved New York, she decided to return to Kenya and start her own business. Her label, New Attitude, was launched in September 1990, and continue to produce wedding ensembles, uniforms, evening wear, men’s wear and special occasion garments.
Sue was born 35 years ago in Kenya. She was educated at Pangani High School in Nairobi where she took French, Geography and Economics. “I have made a name for myself as a designer in Kenya and now doors are opening for broader markets,” she says.
When asked if the job of designing clothes was beneficial to her, Sue said “I don’t consider money as an achievement. For me achievement means to shine in fashion and discover more African designs.”
However, marketing is a great challenge as she puts it. “I don’t face competition because l believe every designer does not compete but create things,” she told this paper recently when she was in Dar es Salaam for a special M-Net Face of Africa 2000 assignment.
Sue sees the trade as a no-give-up line. “In this industry one should always think positively, target on winning.
“And may be there is a need to explain to the people the difference between designers and tailors. This has always brought problems in our task to identifying customers. We make what tailors turn into skirts, shirts, trousers, you name it,” she says.
For Face of Africa competition, she produced a graphic range in black and white, inspired by traditional African masks made from animal skins. Her fabrics and silhouttes are simple. The dresses fit close to the body yet flow with the body’s movements. She kept the lines sleek, so that the bold patterns would stand out to create the necessary impact. “The network on each of the garments was designed especially for the Face of African competition. Each girl should step boldly and confidently to challenge one another, yet retain sense of individuality,” she said prior to the catwalk.
She aims at developing a signature of African style using shapes and artifacts from Africa. “I am continually inspired by the power a beautiful garment can give to a woman or a man. It can transform, or enhance an individual’s inner beauty.”
IT wasn’t business as usual at Silent Club in Dar es Salaam last Saturday neither was it a chaotic scene.
It was business extra when women of Africa gathered for a special event they named Millennium Luncheon.
It was a spread out of cultures from across the continent displayed by locally based women but who come from around the continent.
The occassion was graced by the presence of the First Lady, Mama Anna Mkapa who was seen smiling through the event.
Clothes made from Khanga and Batik material dominated the place otherwise known for music and disco nights.
Mrs Evelyn Warioba who lead a team that made it happen said the idea was to strengthen cultural links among the African societies building friendship at the same time. She said it was also meant to celebrate the African woman who has got many qualities.
The event came a few weeks before the international women day on March 8.
Women and young girls of varied nations and races walked down and up in clothes of their choice, gave the audience a treat and enjoyed it as well.
The dance that followed a catchy fashion show was as moving as the holding catwalks of competent amateurs. Mama Mkapa took the floor accompanied by Mrs Fatou M’boob to the tunes of the kora from West Africa.
Taarab was then let to take control as the crowd erupted into ululations of support and satisfaction.