HOME(FASHION IN BOTSWANA)

 

CURRENT TRENDS

Fashion in Botswana is influenced by cultural aspects, lifestyle, and the environment. It is dynamic just like culture. In Botswana fashion is characterized by transition from leather products to fabrics products. It is also commercialized these days. Although clothes made traditionally from leather have been replaced by fabric items, there are still some communities amongst the Basarwa (San) who use leather clothing.

Traditional dancing groups also use leather clothing during their performances. Exclusive and fashionable leather hand bags, belts and other items are currently produced at a high standard in Botswana. In recent times due to modernization Batswana have adopted the western apparel and this has modified and inspired change in the design of clothing in Botswana. This modernization has made it possible for Batswana to design and make products bound for international markets and this has led to job creation.

Botswana fashion reflects the dual existence of tradition and modernization in Botswana. Each designer expressed   the slogan “pula” through combination of man’s wear and women’s wear featuring diverse influences such as slick tailoring and traditional African leteitshe (German print) fabrics.

 The design pattern was mainly influenced by natural pattern of the wild. The leather products such as shoes are mostly worn with German prints during special occasions such as wedding ceremonies.

Modern fashion has evolved over the years and nowadays it has become important and bold. Fashion trends in Botswana have influenced trends and styles over the years and many people have fallen into this fashion enslavement.  Currently there is a trend called “color blocking” where people wear outrageous (unusual) colors together and matching is no longer important.  People are now fitting into sorts of clothes to look great.

GOVERNMENT POLICY

The government of Botswana has developed strategies to diversify the export sector and the Botswana’s economy in general by financing young entrepreneurs in the fashion industry through low interest such as CEDA. Furthermore it aims at increasing and improving market access and international competitiveness. The Botswana High commission in collaboration with the British High Commission held its first international fashion exhibition week in October 2011 in Britain in order to give the local designers the opportunity to  display their work to international audience and thus marketing them. There were some of their first time designers like Thato Tlhagwane, Botho Chalegwa, Berly Phala, Buhle Mguni and Sela Motshwane.  Buhle Mguni   had the majority of which included accessories and she is well known for her colorful jewelers which makes use of traditional Botswana fabric in contemporary settings. Each designer expressed what Batswana had as slick tailoring and traditional African leteitshe (German print) fabrics which was brought to our country by the missionaries and was adopted as our

modern traditional apparel. The interaction with westerners revolutionized traditional Tswana wear in which we saw a move from a traditional  leather dominated clothing to a more fabrics dominated clothing .The design patterns are still influenced by natural pattern of the wild and traditional tools especially pottery patterns. The government of Botswana also promotes education about fashion and design by including it in the school curriculum.

Fashion also acts as ambassador of Botswana’s resources internationally such as diamonds. Modern designers create dresses incrusted with diamonds and some like Shanty-Lo design diamonds bracelets and they get to partake in big events internationally such as Miss World, Emma Wareus represented Botswana in Miss World 2011 and she wore gowns made locally by Batswana designers and bracelets made of diamonds made here in Botswana.

STRUCTURE OF THE INDUSTRY

Fashion industry in Botswana is structured such that designers can work individually or collaborate. The team comprises stakeholders like designers themselves, managers as well as those involved in sewing as well as consumers. Fashion designers sketch and create designs for clothing and accessories. They specialize in men’s wear, women’s wear and children’s apparel. They supervise during the process of manufacturing of fashion products. Their roles are consulting with production and marketing personnel, attending fashion shows to follow fashion trends as well as choosing fabrics, colors and other materials. Then fashion products are advertized to consumers’ via media like television, radio and magazines.

CONTRIBUTION TO THE GROSS NATIONAL PRODUCT AND EMPLOYMENT PATTERNS

 Fashion industry provides job opportunities to the locals as some are employed as fashion designers, models, sales representatives, graphics, photographers, show organizers, marketing managers, therefore these employment opportunities  help Batswana to sustain their economy, thus  improving the country’s gross domestic product since most of the products are exported outside the country . There are other local designers who are based in international countries such as United States of America (Koketso Chiepe) and Malaysia (Batswana fashion design students at Limkokwing University) produce clothes that are sold in those countries thus contributing to the Gross National Product.

HOW CAN ONE BECOME PART OF THE INDUSTRY?

• Social media like Facebook twitter etc
•  Researching
•   Attending fashion shows and events
•  Participation in competitions related to the fashion industry as one can be spotted by established designers and as a result they can get the chance to be groomed.

CAREERS IN FASHION INDUSTRY

Modeling, Magazine fashion editor, Fashion show producer, Choreographer, Fashion PR and marketing.

CHALLENGES OF THE INDUSTRY

1. Low rate of recognition since it is new to Batswana

2. Small market; Botswana has a population of about 2million (according to 2011 census results)

3. Quality control measures; not easy to meet international standards.

4. Limited resources; these include money to purchase raw materials as well as equipment to produce high quality products.

5. Limited creativity; even though many people are capable of producing various products most of those who venture into this industry tend to do the same thing.

WHAT FACTORS INFLUENCE FASHION DESIGNS IN BOTSWANA?

• The physical environment; soils, vegetation, hills/rocks.

WILDLIFE

• wild animals, for instance, the stripes of the zebra.
  
•  Economic activities like tourism, diamond mining and agriculture. For example sorghum heads found in the coat of arms.
  

REGULATORY BODIES

These bodies work hand in hand with the government through the Ministry of Trade and Industry.

Botswana Export Development and Investment Authority (BEDIA): creates a platform for local fashion designers to make and market their products both locally and in the international arena. They organize workshops and advocate for designers to collaborate into a single entity to enhance efforts of addressing their challenges.

Botswana Bureau of Standards (BOBS), whose role is to ensure that the products made by local designers meet international standard.