Rwanda's fashion designers spearhead "Made in Rwanda" campaign

Rwanda's fashion industry is on the rise, with a group of innovative designers spearheading the 'Made in Rwanda' campaign. Collective Rwanda, a partnership formed by four talented Rwandan designers, aims to showcase the country's potential on the global fashion map. The initiative, which has been in the works for two years, is focused on unlocking the industry's potential and establishing Rwanda as a fashion hub in Africa. CNBC Africa spoke with Sonia Mugabo, Fashion Designer and Co-Founder of Collective Rwanda, and Laurie DeJong, CEO of LDJ Productions, to shed light on the upcoming Fashion Night. Collective Rwanda's vision is to bridge the gap in the fashion industry by not only showcasing local talent but also expanding its reach beyond Kigali and Rwanda, positioning itself as a key player in the African fashion scene. The collaboration with LDJ Productions brings years of experience in high-end fashion events, including New York Fashion Week, to Rwanda, promising to elevate the production standards of the upcoming showcase. The event has generated significant buzz on social media, with influencers and bloggers from across the continent participating to capture the essence of Rwandan fashion. By leveraging social media as a marketing tool, Collective Rwanda aims to create a buzz that sets it apart from previous events and highlights the country's potential as a fashion destination. While the financial returns from the event may not be immediate, the focus remains on building a reputation for the local fashion industry and transforming Kigali into a buzzing fashion capital. Sustainability is key for Collective Rwanda, with plans to nurture the value chain in the long term by gradually building the industry and gathering metrics to measure its impact on the economy. Collaboration with other brands is also essential, as the collective believes in fostering a supportive environment rather than fostering competition. By uniting designers and sharing markets, Collective Rwanda aims to create a platform for growth and collaboration within the African fashion community, with hopes of expanding participation to include both local and international designers in the future.