Indepth: Uganda’s trashy fashion shows

By Paul Bradley Mwesigwa

Countries and Capitals around the world hold over 120 Fashion weeks and shows annually, and its these Fashion events that  attract Top fashion names and personalities from around the globe. It is these events that have sculptured the culture and identity of these cities.  But it’s to my surprise that Uganda is not known and recognized on the International and African Fashion Week calendars. We might not have seasons here but in countries such as Nigeria and Ghana fashion fashion is one of the fastest growing industries thanks to their credible fashion events.

This has had me wondering for a while now and so I went down to do my research  on why fashion in Uganda is a fad. I attended various “Fashion shows” and “Night’s outs” and it was then that I came to realize that Ugandans don’t know the difference between a “Fashion show” and “ Fashion night out or party”. I was shocked to see that Ugandan fashion designers showcase their work in “Night clubs” and not in real fashion show event rooms or venues and this greatly affects their collections and the image of most the coming models.  This kills the credibility of the  Fashion and Modelling.

It’s really shockingly insane and mind boggling to find  designers proudly showcasing Elegant suits, bridal wear, bikini and Lingerie and other outfits in a Night club ( Come on guys, there is a reason why it’s a Night club). When a Fashion designer showcases in a club, it does nothing but distort the image of the collection. It is no surprise that most of these designers have been and still will be upcoming fashion designers. For a collection launched without the presence of fashion editors, fashion retailers, magazines writers, fashion enthusiasts and respected celebrities but sadly in the attendance of drunk and tired club goers. Te models are seen as sex objects with photographers capturing only those images where their thighs aren’t clothed. This is sad.

What if top brands such as Giorgio Armani, Victoria secrets, Gucci, Versace and Dolce and Gabbana among others were showcasing their collections in “Night clubs” (With that kind of environment)? I doubt their clothes would be as popular around the world as they are now. I assume their night clubs are even more spacious and lit up.

COLLECTION THEME

Top brands  use interesting  themes to sell their collections to buyers and the public for instance Dolce and Gabbana, DSQUARED2 and  Chanel put up some of the most captivating shows during the previous season. Let’s talk about the Victoria Secret shows with their themes such as  Pink ball, Enchanted forest, Silver screen angels and Dangerous liaisons. Now taking you back to our shows in “Night clubs”, imagine having an Enchanted forest , Silver screen theme or Bloom floral theme, men’s lingerie, bridal theme in a Bar or a “ Night club”.  To be honest what comes to mind is that inappropriate theme for such a scene or venue? The Nigh club theme is a no go for any one trying to build a brand.Ugandan designers should keep in mind that; 1.Venue of showcase, 2.Model look , 3. Music for the collection, 4.Theme of collection and runway can either make or destroy the entire collection.

The Chanel Fall/Winter show last early this year

THE ROT

And being a designer means that 90% of the outfit a model wears should be provided by the designer and if not, credit should be given to the owner of the other items the models wear. I have seen many designers showcase outfits and only to find out that the only item they created is either the Shirt, dress, jewellery and the rest belong to the models. Even worse The Make up!These kind of shows are the very reason no one takes them seriously.

It also came to my notice that some designers duplicate work of other designers work. These  remove original tags by other designers, replace them with their names and front the clothes as their own.  Ugandan designers need to have a sense of creativity in this business if they wish to see the industry and their brands grow.

I’m happy and proud of designers such as  Sylvia Owori, whose sense of quality, class, elegance and creativity is and has been recognised globally and internationally. And all this is because she knows the real meaning of a fashion showcase and collection presentation.  Fashion designers should differentiate the different fashion events; 1. Fashion “show” ,2. Fashion night out or party, 3. Opening night out, 4. Fashion presentation, 5. Fashion preview.

Sylvia Owori’s attention to detail has catapulted her into becoming one of the biggest designers on the continent.

Model Audrey Al Islam walking for Sylvia Owori’s Forever Love fashion last year

So you either take my advice and get your collections and work noticed by Top and known fashion people and clients by showcasing on real runways in decent venues  like the ones you see in Fashion capitals like Paris, New York, Milan (Take their example) or keep showcasing in Night clubs for drunkards and stressed club goers waiting impatiently to dance!

Should I also talk about cloth shop owners, stylists and boutique proprietors who front themselves as fashion designers? I beg to write about those in my next feature..

mwesigwapaul18@gmail.com

Photos by: Sylvia Owori Facebook page &  GETTY IMAGES