From deep roots, Tanzanian fashion is finally blossoming. A new wave of young designers is emerging who are talented enough to gain access to the world fashion stage. What’s more, African fashion is gradually becoming lucrative as more and more Africans become affluent enough to buy designer clothes and accessories, and discerning enough to eschew obvious “status” brands such as Chanel and Gucci and go for local talent instead.
The new fashion movement in Tanzania is not about flashy consumerism – flaunting your wealth has become passé. Instead it is about quality and luxury, exquisite craftsmanship and tailoring for the older generation, and about shape, colour and exuberance for the younger generation – as well as knowing plays on stereotypical African looks. In short, it’s about looking classy or looking fresh, and East African designers excel at both these looks.
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