Glamour, eco-friendliness and innovative styles at the 2023 Swahili Fashion Week

In the dazzling realm of fashion, Swahili Fashion Week (SFW) has proven to be more than just a showcase of chic trends.

Today, it’s become a platform for change, evolving to address pressing global issues.

Celebrating its 16th edition, this iconic event, hosted at the Bravo Coco Beach hotel in Dar es Salaam from December 1 to 3, embraced a vibrant green theme, setting the stage for an eco-conscious extravaganza.

The essence of this three-day spectacle revolved around a unique bamboo tree theme embedded in its logo, strategically aligning with the COP28 global climate change conference.

In a world where the fashion industry stands as the second-largest contributor to global pollution, SFW took a bold step by placing a spotlight on sustainable practices, urging designers and enthusiasts alike to champion the cause of reusing, recycling, and upcycling.

The visionary founder of SFW and a distinguished fashion maestro, Mustafa Hassanali, highlighted three defining elements that distinguished the 16th edition from its predecessors.

“You know, Madam President is at the COP28 on environmental matters. The choice of hosting the show at the beach was to add a touch of natural elegance but also as a symbolic nod to the event's eco-friendly theme,”.

The bamboo-infused experience, echoing global environmental concerns discussed at COP28, demonstrated a profound commitment to positive change.

“I am not bragging about politics, but to go with the vibe, we used a bamboo experience. Even if you look at the hall, everything is naturally, in short, we want to bring change to the environment by encouraging people all over the world that they need to re-use, upcycle, and recycle their old clothes. Even designers must know how to come up with something unique,” he shares.

He further  emphasised on the need for a global shift towards sustainable fashion, urging individuals worldwide to embrace practices that minimise their environmental footprint.

The ambiance at the event, illuminated by green lights and exuding eco-friendly vibes, immersed attendees in a movement striving for a more sustainable and responsible world.

What's interesting is that each day, they bring out new vibes with a different host.

Adding an intriguing element, each day of the event introduced new vibes with different hosts.

The grand finale, hosted by the Head of Digital Innovation at Mwananchi Communications Ltd._ and former Miss Tanzania, Happiness Watimanywa, marked the culmination of a dazzling affair.

Amidst the glamour and award announcements that left smiles on attendees' faces, designers like Guia Martinotti, the visionary founder of Noor Tribe, stole the spotlight.

With an impressive background working with renowned brands such as Prada, Tom Ford, and Alberta Ferretti, Martinotti shared her commitment to heritage, recycling, and upcycling.

“Noor Tribe, we’re based on three main values, which are heritage, recycling, and upcycling. Heritage for me is picked up from the cultures of the Masai, Kitenge, and Wax. We don’t want to steal the heritage; actually, we are always trying to have some members and some committee, maybe of the community, that tell me, 'This is, this is good, this is real,” she shares.

Noor Tribe's unique approach to recycling involves collecting bottles from the beaches of Dar es Salaam and transforming them into stylish bags known as the Tumaini.

Each bag not only adds a touch of fashion flair but also represents a step towards a cleaner environment by repurposing 20 bottles.

“Last year, 2022, I did my first catwalk on Swahili Fashion Week. I am very happy to know Mustafa, and on this occasion, you know to showcase. This season, we are launching Afro Fusion. So for this collection, I am mainly going back to Kitenge,” says Ms Martinotti.

Ms Martinotti, praising SFW as a dynamic platform for showcasing African talent and craftsmanship, emphasised the transformative potential of the fashion industry in Africa.

“Swahili Fashion Week is a nice platform to showcase clothes, need more advance like this in Dar es Salaam. I believe fashion is the future of Africa. The fashion industry is going to hit hard in the next 20 years, which can make Africa very powerful,” she explains.

However, she then called for more initiatives akin to SFW in Dar es Salaam, providing a stage for local talents to shine and fostering jobs.

“I found Tanzania has some amazing craftsmanship and talents. But what is missing is how these people who have talents that have chaos on the road can showcase and become bigger, so I think it’s time to think about the fashion industry also because it can create a lot of jobs,” says Ms. Martinotti.

This year, the event continues the tradition of educating the community, with designers committing to creating meaningful and purposeful clothing to aid society.

Beyond the glitz and glamour, the event concluded on a touching note, unveiling designs tailored for parents caring for preterm babies. With twelve thoughtfully crafted styles, these designs offer practical solutions for parents to nurture their premature infants both in the hospital and after discharge.

Doris Mollel, whose organisation focuses on children’s preterm birth, stated that the organisation encouraged designers to create clothing that would serve as a vehicle for educating the community through other organisations.

“We thank the organiser of these exhibitions, Mustapha Hassanali, for giving our designers the inspiration to come up with this clothing innovation. Our main goal is to educate the community through various groups, and today we have reached the fashion industry, which impacts many people, including the youth,” says Ms Mollel.

Swahili Fashion Week 2023 not only captivated with its sartorial splendour but also served as a beacon for a new era in fashion—one where style seamlessly intertwines with sustainability.

The fusion of fashion, eco-consciousness, and innovation at SFW sets the stage for a brighter, more responsible tomorrow in the world of entertainment and high fashion.