Art in different disciplines such as music, theatre, dance, poetry, visual art and fashion offers entertainment but it also serves as a reflection of society and its evolution tackling important issues aimed at bringing about change.
To-date, many countries in Africa including Malawi have not seen the importance of the creative sector in development despite its people brimming with ideas and talents.
During an engagement with President Lazarus Chakwera at Sanjika Palace in Blantyre recently, Associate Professor Zindaba Chisiza at the University of Malawi (Unima) made a presentation on Mapping Malawi’s arts and cultural industries.
The presentation was based on a research Chisiza did with Professor Gowani Chijere Chirwa.
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The presentation showed that the creative industry contributes K28 billion to the Gross Domestic Product (GDP) representing 0.4 percent.
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Chisiza said fashion and design is one of the art disciplines that has done well in the sector thus far.
Against all odds, fashion continues to make headway in Malawi with several fashion designers feeding into the market with products.
One of the designers who has stood out in recent times is Xandria. Having dressed several renowned people, she has had to expand her reach by creating a platform for other designers to progress.
She fashioned a programme known as All Shades of Beautiful Fashion after noticing the immense but unexposed talent in the country including among persons with disabilities.
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Now in its fifth edition, All Shades of Beautiful Fashion has given a platform to fashion designers both with and without disabilities to come together and showcase their talents in fashion designing.
“All Shades of Beautiful Fashion was inspired by the desire to create an inclusive platform that celebrates diverse talents, especially for persons with disabilities, who are often excluded in the fashion industry,” Xandria said.
She describes fashion as a powerful tool for self-expression and that “everyone deserves to be represented”.
“Inclusivity is essential because beauty and creativity come in many forms,” Xandria said.
This year saw All Shades of Beautiful Fashion partnering European Union’s (EU) Zantchito programme which has been instrumental in nurturing talent in the country.
“The EU has provided a platform that not only encourages creativity but also supports designers by giving them the tools to scale up and professionalise their work,” she said.
The Lilongwe-based fashion designer said the collaboration with EU has also helped bring more visibility to Malawian fashion, especially designers, who may not have had access to such opportunities.
“It is about transforming raw talent into viable businesses, which is vital for the growth of the industry,” Xandria said.
She observes that Malawi’s fashion industry is growing and “we are embracing our cultural heritage”.
However, she says there is need for more local production and platforms to support designers.
“Investment in sustainable, locally made fashion is crucial for the industry’s growth,” Xandria said.
She said All Shades of Beautiful Fashion is about empowerment, inclusion and sustainability.
“Fashion can shape culture and as designers, we must lead by example to create a more inclusive and ethical future for the industry,” Xandria said.
She said going forward, she plans to expand her initiatives and that includes launching more incubation programmes and hosting events that foster sustainable fashion and entrepreneurship.
“We aim to make adaptive fashion more mainstream, while also exploring international opportunities to collaborate with other organisations and markets,” she said.
Xandria said she felt happy to see fashion designers with disability as well as models with disability showcase impressive designs showing huge growth.
“I should also say that EU added a layer of growth and professionalism to this project, enriching efforts through support for innovation and inclusivity. It felt empowering to see the intersection of fashion and social impact come to life on such a platform,” she said.
On fast fashion which is on the rise, Xandria admitted that it undermines the value of craftsmanship and harms the environment.
“We need to focus on slow, sustainable fashion that promotes quality over quantity. Designers should create timeless pieces and consumers must be educated on the impact of their choices,” she said.
Xandria said she was happy with the direction they were taking and that most of the designers she is working with have embraced fashion in a different way and that they are using it to bring about change and look into issues of environmental conservation.
During this year’s edition of All Shades of Beautiful Fashion, EU Ambassador Rune Skinnebach hailed Xandria for initiating the All Shades of Beautiful Fashion adding that she has taken a principle that we are all different and elevated it to a new standard.
“A standard where inclusivity and diversity take centre stage, where people do not only have individual tastes, but individual shapes, too, shapes that indeed require tailor-made adaptations,” Skinnebach said.
He said that the role of EU in Malawi is to translate the individual experience to the common and look at structural solutions.
“So, from that perspective, I see huge opportunity that those Malawian designers and tailors, who are part of All Shades of Beautiful Fashion tonight, have already grasped, made to measure solutions that extend access to fashion to a diverse group of individuals who may have felt, hitherto, unseen, – or indeed have felt uncomfortable wearing zitenje,” Skinnebach said.
Recently Q Malewezi, who is President Lazarus Chakwera’s special advisor on creative industries, emphasised the vital role of creative industries in stimulating other sectors of the economy and that it is high time they were given the spotlight.
“We are going the right direction for sure as a country and this is cemented by the fact that the National Arts and Heritage Council (Nahec) Bill has been passed,” said Malewezi who is also a renowned poet and spearheads an arts outfit known as Kweza said.
He said the creative sector has highlighted in its affairs how it drives economic growth and supports vibrant communities.
It has also played a crucial in disseminating important messages in order to bring about change.
So, for Xandria and All Shades of Beautiful Fashion, they are changing the narrative on seeing artistic lens differently.
At the same time focusing on inclusivity in order to achieve sustainable development goals using fashion and modeling as is impressive as this can be.
