Fashion Africa 254 created the first international scouting contest targeting emerging African fashion designers titled “African Designers for Tomorrow “(ADFT). The contest’s objective is to discover new talent, support their development and production process, and prepare and present them to the European fashion market. It is a unique concept giving the designers increased visibility, distribution, and access to international markets.
eBay Fashion, ESMOD Berlin, Goethe Institute, Giz, Hub of Africa Fashion Week Addis Ababa, Monoqi, and Urbanara have been a solid pillar in bolstering the “African Designers for Tomorrow” initiative, promoting creativity and designers from Africa by bringing them to the foreground of the European e-commerce market. Based on the tremendous success of the previous collaboration in fulfilling all the objectives set in place, FA254 would like to continue the conversation and relationship with the European markets by embarking on new projects that are similarly aligned with the goals of ADFT.
The collection of 15 selected designers from across the African continent were displayed and sold at Lodenfrey, Munich’s finest fashion department store. Available products included jewelry, apparel, bags, and furniture. The new African talents joined under FA254’s motto “Kubadilisha Mawazo“ – changing minds.
The second edition of the competition took place in Nairobi with notable jury members, including Christiane Arp (Chief Editor Vogue Germany) and Melissa Drier (German Correspondent WWD). The finalists had the opportunity to receive intensive training by FA254, including an international pattern workshop in collaboration with ESMOD Berlin. The competition concluded successfully with the placement of four emerging designers into three major online retail platforms: eBay Fashion, Urbanara, Monoqi.
The third edition of the competition was opened specifically to Ethiopia-based designers and collaborated with Goethe Institut and British Council. The winner had the opportunity to showcase the collection to international buyers during HUB of Africa Fashion Week in Addis Ababa. The collection was produced in Ethiopia under the supervision of FA254.
FA254 held the fourth edition of the competition to support the German International Cooperation (GIZ) to discover and promote the best Ethiopian designers for a better sustainable future. FA254 hosted an international training and conference for the selected finalists in Addis Ababa. The best designers were invited to attend Berlin Fashion Week in July 2018, where they presented their collections at Greenshowroom to international buyers.
Ethical Fashion Online
Local Addis Ababa Newspaper.
FA254 brings the 5 aspiring Ethiopian designers who graduated from Next Design College to
Neo.Fashion.; curating, mentoring, and preparing the five selected designers from April 2022 by
Waridi Schrobsdorff (CEO) and Kelly Konings (creative director.)
The selected designers are Betselot Zwege, Bekalu Sindew, Meti Gaye, Mahider Belay, and