A group of aspiring fashion designers from Tesi Fashion School were on Friday, March 3, 2023, urged to embrace professional branding and strategic partnerships as they prepare to enter Uganda’s competitive creative industry. The call was made during a high-level mentorship workshop organised by Satisfashion UG in collaboration with the British Council Uganda, held at the British Council Foyer in Kamwokya.
The engagement, which targeted final-year students of the institution founded by renowned couturier Fatumah Asha, served as a strategic build-up to the designers’ official graduation ceremony slated for March 24, 2023. The workshop was graced by the British Council Country Director, Chilufya Besa, who commended the initiative for bridging the gap between classroom learning and the realities of the global fashion marketplace.
Leading the facilitator panel, Manuela Pacutho Mulondo, a branding specialist, challenged the students to harmonise their personal and professional identities. She noted that in the digital age, a designer’s reputation is their most valuable currency. Mulondo emphasised that beyond the stitches and fabric, the consistency of one’s professional conduct and digital narrative determines the longevity of the brand.
On the front of business sustainability, Lillian Kyabaki took the finalists through the intricacies of forging the right collaborations. She cautioned the young creatives against working in silos, noting that the right partnerships; whether with textile suppliers, photographers, or fellow designers are essential for scaling production and reaching new audiences. Kyabaki stressed that alignment in values is the bedrock of any successful partnership.
Stella Ngoka, the creative force behind the Ngok fashion brand, steered the conversation toward market positioning, advising the students on how to find their niche. She argued that the secret to avoiding market saturation is for a designer to identify a specific void and fill it with a unique aesthetic. According to Ngoka, understanding the specific lifestyle and needs of a target clientele is more important than chasing fleeting global trends.
Closing the session, the host and veteran designer Fatumah Asha shared her blueprint for building a legacy brand in an industry known for its volatility. Asha reminded her students that while creativity is the engine, resilience and quality control are the wheels that keep a brand moving forward. She encouraged the soon-to-be graduates to view themselves not just as tailors, but as entrepreneurs building a legacy that can withstand the test of time.
