Original Story Published by: Helen Jennings, www.selamta.ethiopianairlines.com
Photo Source: Aman Asra
(Above) Genet
Ethiopia’s fashion culture is defined by its rich history of textile production. Thanks to centuries of cotton cultivation, the country is renowned for its beautifully handcrafted fabrics, from diaphanous shemma cloth to finely wrought Amhara embroideries. As one of Africa’s fastest-growing economies, Ethiopia is also becoming a new hub for global fashion manufacturing. But it’s the homegrown contemporary labels who are putting the country on the fashion map with their sustainable, locally inspired designs. Supermodel Liya Kebede is behind Lem Lem, which harnesses artisanal weaving to offer premium resortwear.
Meanwhile, two major events in Addis Ababa, Hub of Africa Fashion and African Mosaïque Fashion Festival, play a significant role in nurturing new labels such as Mastewal Alemu, Meaza and Ogetti Safuu. Here, we highlight five of the main names pushing this fledgling scene forward.
Genet
Genet Kebede celebrated 30 years in the industry in 2022. Born in Addis Ababa, she originally studied fashion in Italy and Argentina before returning home to establish her label, Paradise Fashion, in 1992. The label is now known simply as the Genet Collection. Over the years she has been hailed as a pioneer for her catwalk and beach collections, shown in Paris and Milan, and garnered many accolades, among them the 2018 VV Grow Fellowship for women-led small businesses. What drives Kebede is her continual evolution of habesha kemis, the traditional floor-length dress style made from white shemma (lightweight cotton) and accentuated with tilet (narrow strips of patterned cloth).
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