17 Jul 2014

The fashion industry  has come a long way with its own challenges and triumphs and one cannot be faulted for thinking that 2014 might just be the year that everything comes together.

Batswana have never been big on fashion or setting their own trends but that seems to have changed quite a bit over the years with people such as Tsholofelo Dikobe, who have made a tremendous mark in the fashion industry.

Omphile Ntakhwana of BOPA caught up with the well reserved and not so outspoken Dikobe for a sit down and to find about her recent blessing of being named a brand ambassador for Africa Fashion Week London (AFWL) 2014 and what that means for her personally and Botswana’s fashion industry.

Omphile: Please tell us about yourself and what you do?

Tsholo: I am a passionate, creative young woman of high morals from Thamaga in Botswana. I am a lover of laughter, life and I have the capacity to love the whole world. Furthermore, I am a fashion artist (creative consultant, stylist and fashion columnist for The Voice Newspaper “Voice on Fashion”).

Omphile: You have recently been appointed brand ambassador for Africa Fashion Week London 2014, are you excited and please tell us how that happened? 

Tsholo: The feeling is so surreal and so overwhelming! This is probably one of the best highlights of my career. I received a call from the founder of Africa Fashion Week London, Ronke Ademiluyi, based in London who stated that she has seen my work, and that she thought I embody the AFWL’s identity in appearance, demeanor, values and ethics. She contacted me about the deal and like they say the “rest is history”. 

Omphile: What does it mean to be the brand ambassador for Africa Fashion Week London 2014 and how long will you be the brand ambassador? 

Tsholo: To be the brand ambassador means I am basically the Voice of African Fashion. It further outlines my ability to use promotional strategies that will strengthen the African fashion, Botswana Fashion to bigger platforms and influence a large audience to buy Africa and embrace its presence in the world of fashion. I act as a conduit and a gateway between African designers and the global fashion community to engage and promote our local African industry. There is a high chance that some of our designers could be elected so as to help Botswana brands gain essential international exposure through presenting showcases at the Africa London Fashion Week 2014 and in addition presenting the best in creative innovation and commercial success. This means I have been delegated to develop Botswana’s fashion talent by unearthing emerging or upcoming designers for Africa Fashion Week London 2014 where I will be sourcing out designers from the Southern Africa region particularly Botswana. This position means I act as a conduit to the African designers and international platforms. 

Omphile: How has being a brand ambassador changed your life? And what opportunities and challenges has it presented if any?

Tsholo: This appointment means endless opportunities. I will get to work and meet amazing people from all walks of life who will enrich my personal and professional life. On a wider scale, Botswana fashion industry is getting recognition it deserves as one of the industries that adds to our economy and also promotes tourism and economic diversification hence less reliance on diamonds as it has been. Moreover this appointment has not only opened doors for me but also the next and younger Batswana generation and has instilled a sense of hope and inspiration that they can do it too; that arts and culture is something you can be interested in and live off, and that this is a job that should also be taken seriously. Hopefully this is a start for more awesome things for me and Botswana as well. I will further explore my own creative identity while integrating art and culture, fashion and textile research, material testing, art direction, innovation and creative techniques, trends, branding, creative entrepreneurship and sustainability that can be helpful to our industry as well. This is all for the Botswana fashion industry.

Omphile: How has the journey been so far with being a fashion artist and fashion multiplier in Botswana? 

Tsholo: It is like climbing a steep mountain. There is so much to be done in all areas of this industry. However, Botswana is slowly but surely warming up to the idea of fashion being a lucrative business. In the past years, we have been seeing the promotion of Botswana fashion outside of Africa with heightened interest and fascinating individuals. The capsule range is a testimony of the designers’ development throughout the years but designers need to maintain a strong level of creativity, while ensuring commercial relevance and quality. I intend to use this opportunity to raise the profile of Botswana fashion industry, and further draw international attention and acclaim from magazines across Africa and the world, as well as attracting a host of international buyers for Botswana designers. As one of the driving force behind the burgeoning Botswana fashion industry, my aim is to help local designers on brand positioning and retail strategies. While the majority often celebrates established designers across Africa and around the world, it is the emerging talents who struggle to get their work out there due to a range of challenges from lack of start-up funds and that should be our starting point as Botswana, grass roots.

Omphile: How is the fashion industry in Botswana and is it where it should be? 

Tsholo: First and foremost, there is a need to promote and impart an in-depth knowledge about fashion Industry-related education. Majority of Universities and colleges in Botswana do not cater for fashion courses that impart an in-depth knowledge about Industry-related education. Secondly, the industry is faced with lack of high quality products and an impressive distribution of their products. What is seriously inadequate are the factories to produce the work in Botswana for large scale distribution. To make matters worse, taxes on raw materials also raises the overall cost of production. Raw materials are exported to different countries like China, where they are processed into finished goods and then brought back to Africa at a pricey amount therefor Africa designers have a dent in financing their work. Moreover with the Chinese domination of the textile industry, Botswana is also affected by the parameter of the authenticity of these fabrics informed by the principles of simulation and imitation. All these factors contribute to Botswana’s fashion industry being stagnant coupled with lack of marketing strategies on a global scale by designers. 

Omphile: What are your dreams and aspirations regarding your line of work and your hope for the fashion industry in Botswana? 

Tsholo: If the Botswana government were to throw their support behind the fashion industry, the possibilities would be enormous. No industry can continue to be innovative without an economical system of support. The government needs to invest in the fashion industry, develop their marketable skills, and give endless opportunities that are accessible to lucrative domestic and international market. There should be Initiatives that aim to help lift some of these designers by effectively integrating them into global supply chains for specific products. There is a need to support and celebrate emerging designers. As for designers, they need to turn their creativity into sustainability and find ways to collaborate with brands that have positioned and planted their place in the world of fashion. 

Omphile: When is the African Fashion Week London 2014? Who will be attending from Botswana and what will their role be there? 

Tsholo: August 7-9. GaTsh Fros, which is a fashion company, will be attending with other locals- designers, a stylist, models and a make-up artist. Our roles lie in going to market and brand Botswana fashion, gaining momentum internationally to further our global footprint via the world’s most powerful fashion week platforms such as AFWL.

Omphile: Besides playing the role of ambassador, what are you currently working on? 

Tsholo: My business partner and I have created a Botswana fashion staple collection using “mogagolwane” called The Kobo Collection. Megagolwane is an integral part of our everyday tribal tradition i.e. during patlo (marriage), funerals etc. The aim of the collection is to promote cultural dialogue, sustainable ethical products that have a meaning and encourage an important part of our culture by using blankets. The authentic blankets will be used to create a tailored, stylish and 21st century fashion forward Botswana fashion winter /fall wear which consist of customized coats, trench coats, stylish capes, jackets, shawls, blazers for men, dresses, skirts and mens wear. The names of the collection will be categorized as : NGWAO TLHOLEGO (Presidential wear), GOBOPAONE for the elders (grandmothers & grandfathers), BOGOSI PHATLE (SERITI for women and BOGOSI for men), MOHUMAGADI (for the classy women who are into the ‘first lady’ and elegant modern look), SEGO SA METSI (for the modern day bride - bridal wear (brides to be/ engaged / married women), PELANA – For children, (infants, toddlers), LORE LE OJWA (LE OJWA) - Customized blazer, jacket, ponchos, capes, dresses, trench coats for the youth – younger generation. This collection will be showcased in London, August 2014.

Omphile: It has been a pleasure Ms Dikobe and good luck in your future endeavors.

Tsholo: Pleasure is all mine and thank you for taking out time to talk with you. ENDS