24 Jul 2016

Attire has become synonymous with the 50th independence celebrations.

Batswana have embraced the celebrations through style or choice of clothing.

Colours that have become the symbol and pride of the nation.

And if one could have noticed, it is the distinctiveness of the attire which has come to tell a lot about the story of Botswana and how far the fashion industry has come from pre-independence.

The fashion industry has evolved with time through the influence of among others culture, lifestyle or modern technology. 

The transition from leather to fabrics has given rise to an industry that is not only lucrative but vibrant.

Gregory Lebekwe, president of Botswana Fashion Designers Association, credited designers for their efforts in putting the country on the global fashion scene, a feat he said also gave direction to the fashion industry in the country.

“Our designers can turn an ordinary piece of cloth to create a suit for all occasions or dress up beauty queens during pageant activities. In short they can create international level products.”

He said from the years of independence, fashion kept changing, going back and forth as the years rolled. “In late 80’s Botswana’s the industry grew a lot. Companies like Caratex, Bothakga and White Dove started to emerge and exploited foreign markets,” he said.

Lebekwe said the likes of All Kasi, Beng Gae and Oedipeca had contributed a lot to the industry.

According to Lebekwe, many in the past did not regard fashion as a career or an opportunity that could put bread on the table. People genuinely valued careers like nursing and teaching.

On one hand, he said, a few fashion designers or tailors that Batswana relied on were from foreign countries a situation that has changed now.

Today Batswana have come to cherish those moments when they proudly tell you tell you they have been dressed by either House of Kay, Izaura or Gilded Sands or any gifted tailor one could relate to, all local designers of substance who have been able to craft a name for themselve.

Forty-four-year-old Gofamodimo Sithole of Tentalents shared same sentiments with Lebekwe. The fashion designer, who started operating in 1994, noted that inclusion of fashion design and all related to at tertiary level had also played part in growing the industry.

Institutions such as Limkokwing University of Creative Technology and the Gaborone Technical College had been able to give the creatives an opportunity to explore and polish their talent.

She also credited technology for influencing the growth of the fashion industry as it gave rise to the use of advanced equipment rather than hand sewing machines.

Comparing to the past, Sithole said Batswana used to be sensitive to colours when it came to fashion. This has however changed as realised by other trends such as colour blocking which Batswana embraced and rocked well.

She noted with interest how local designers are now comfortably able to take their designs to the ramp for public to appreciate their creations. Fashion shows such as the Fashion without Borders, annual fashion show under President Day Competition and the Mascom Derby Fashion show has been able to provide a healthy competition for the fashion industry.

The use of social media which has also the influenced trends in the industry cannot be ignored. Tsholofelo Dikobe, the fashion blogger since 2010 observed that in Botswana, the fashion industry in the 60’s was near non-existence.

 “But those who admired the trade saw mainly the introduction of western apparel in Africa. This influence brought about German print “leteisi” among others, which has now become our traditional dress attire.”

The 60’s fashion was formal and tailored, comprising of suits and 2 piece wear, while the 70’s was described as a funky hippie’s era which saw the rise of the palazzo/bell-bottoms donned by the elite.

She said the 80’s proved to be the disco era where fashion was highly commanding, shoulder pads, miniskirts and huge earrings were a common place. “The 90’s favoured colorful windbreakers, paired with ripped jeans and one will earn extra points when had one pant leg rolled up.”

Despite the strides made in the fashion industry, a sentiment shared by many is if only government could close boarders a bit by reserving a fair share of percentage for the local fashion industry to supply retailers in the country. Ends