Story by Patience Nyagato
ZIMBABWE’S fashion industry is gaining momentum as a growing source of economic empowerment, creating opportunities for women and young people while promoting the country’s cultural identity.
The sector’s potential was highlighted at a private fashion showcase held in Harare over the weekend, where designers, business leaders and government officials emphasised the industry’s contribution to entrepreneurship, job creation and cultural expression.
Government has encouraged young people to view fashion as a viable profession and invest in skills development to produce competitive products capable of accessing international markets.
“Young people and women should not take stitching as a side job. If they produce goods of high quality and good standards, those products can be accepted by big fashion houses and even penetrate international markets,” Permanent Secretary in the Ministry of Women Affairs, Community, Small and Medium Enterprises Development, Dr Mavis Sibanda said.
The industry’s growth is increasingly being reflected in the retail sector, with locally manufactured products gaining wider acceptance among consumers.
“Currently, 70 percent of what’s sold in our stores is manufactured locally, and we have more than a hundred SMEs supplying us. I see massive growth because our local products are being accepted,” Group Chief Executive Officer of Edgars Stores, Mr Sevious Mushosho said.
Beyond its economic value, stakeholders say fashion has become an important platform for showcasing Zimbabwean culture and creativity on the global stage.
“The garments that these young ladies wear tell something about Zimbabwe. When they go onto the world pageant platform, people get to appreciate designs done by our local designers, and this opens business opportunities,” former Miss Zimbabwe titleholder Brita Masalethulini said.
Designer and founder of Ceca Couture, Sibonginkosi Makaya, said her latest collection draws inspiration from Great Zimbabwe National Monument, transforming the country’s rich heritage into contemporary fashion.
“We have so many stories to tell. Fashion is a promoter and storyteller of culture and modernity at the same time,” she said.
As local brands continue to gain recognition and consumer confidence, Zimbabwe’s fashion industry is demonstrating its potential to drive economic growth while preserving and celebrating the nation’s cultural heritage.
