Fashion Africa 254 created the first international scouting contest targeting emerging African fashion designers titled “African Designers for Tomorrow “(ADFT). The contest aims 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.

All Partners involved in each edition, have been solid pillars in bolstering the “African Designers for Tomorrow” initiative, promoting creativity and designers by bringing them to the foreground of the Business of Fashion. FA254 strongly continues the conversation and relationship with diverse platforms by embarking on new projects that are similarly aligned with the goals of ADFT.


  • ESMOD Berlin 
  • Ebay fashion
  • Urbanara 
  • Monoqi
  • Goethe Institut 
  • GIZ
  • Hub of Africa Fashion Week Addis Ababa


2013 - 2014 | LODENFREY Munich

The collections of 15 African designers were displayed and sold at Lodenfrey, Munich’s finest fashion department store. Jewelry, apparel, bags, and furniture were among the
items on offer. FA254’s new African talents joined under the motto “Kubadilisha Mawazo,” which means “changing minds.” Among the selected designers and brands for the display were: Anna Trzebinski, Maasai collection, Jiamini, Beaded chairs Ghana, Simply Classic Africa, Abury, Dbetta Jewelry, Moo Cow, Adel Ajak, and African Lifestyle products

PRESS: Vogue Germany, Textilwirtschaft

PARTNERS: Lodenfrey Department Store Munich

2014 - 2015 | EBAY FASHION Berlin

The competition’s 2nd edition was held in Nairobi, with notable jury members including Christiane Arp (Chief Editor of Vogue germany) and Melissa Drier (German Correspondent
WWD). FA254 provided the finalists with intensive training, including an international pattern workshop in collaboration with ESMOD Berlin. The competition successfully concluded by placing four emerging designers on the online retail platform, eBay Fashion, Urbanara, and Monoqi. Designers who took part in eBay Fashion Berlin: Doreen Mashika, Anthony Mulli-Jiamini, Ami Doshi Shah, Gladys Macharia, Katungulu Mwendwa, Anyango Mpinga, Lorna Obwonji, Sisi king, Niku Channa, and Ivy Chege.

PRESS: Der Tagesspiegel, Grazia, OK!, Brigitte, Joy, Couture Africa, Business Daily.

PARTNERS: ESMOD Berlin, eBay Fashion, Urbanara, Monoqi

2016 - 2017 | GOETHE INSTITUT Addis Ababa

The 3rd edition of the competition was opened to Ethiopian designers and was organized in collaboration with the Goethe Institut Addis Ababa and the British Council. During HUB of Africa Fashion Week in Addis Ababa, the winner – Mafi-Mafi had the chance to present the collection to international buyers. FA254 supervised the collection manufactured in Ethiopia. Selected designers for display: Mahlet Afework Mafi, Azariah Mengistu-Enzi, Aida Tadesse, Aron.S.Zenebe, Tigist Seife, Kasahun Hailu, Selam Witt, and Elizabeth-Arkies.

PRESS: Local Newspapers/TV

PARTNERS: Goethe Institut Addis Ababa, British Council, HAFW

2018 | GIZ Addis Ababa/ Berlin

FA254 organized the 4th edition of the competition to assist the German International Cooperation (GIZ) to discover and promote the top Ethiopian designers for a more sustainable future. 10 finalists were selected for the international training and conference in Addis Ababa, which was organized by FA254. The top designers were invited to Berlin Fashion Week in July 2018, where they presented their collections to international buyers at Greenshowroom. Selected finalist designers and brands: Ayni´s Design, Mafi-Mafi, Meron Addis Ababa,  Samra, Lali, Fetel Design, Tig’sh, Ejib, Tiyaa, and Yefiki.

PRESS: Vogue Italy, Premium Magazine, Ethical Fashion Online, Local Addis Ababa



Hub of Africa Fashion Week, in collaboration with its partner Fashion Africa 254 (FA254), held a 6-month workshop (June 2021 to January 2022) to link the HAFW Mentorship Program into a broad international framework. During the Mentorship Program, mentors fashion and textile designer Kelly Konings and Waridi Schrobsdorff, CEO and founder of FA254, discussed inclusive and environmentally friendly practices to strengthen and contribute to a sustainable community in Africa. The Mentorship Program connected emerging designers with fashion design experts, providing every opportunity for start-up designers to have a successful and rewarding career in the fashion industry. Selected designers for the 2021 HAFW Mentorship Programme: Bekalu Sindew, Betselot Zewge, Danawit Alema, Ekram Mohammed & Astede Bogale, Eyerusalem Iemayehu, Meaza Beyene, Meron Abraha, Meti Gaye, Rahel Edegelegn, and Ruth Cheho.

PARTNERS: Hub of Africa Fashion Week, Goethe institut Addis Ababa

PHOTOGRAPHER: Tsion Haileselassie




Triumph of 5 Ethiopian designers at Berlin Fashion Week as the result of the collaboration of FA245 with NeoFashion and Next Fashion Design School Addis. FA254 curated, mentored, and prepared Next Fashion Design graduates, to be presented on an International platform. The Ethiopian designers, who were mentored by Waridi Schrobsdorff, Founder and CEO of FA 254, and Kelly Konings, Creative Advisor in Fashion and Textile Projects, had an opportunity to open the show of the NeoFashion platform at Berlin Fashion Week. the collection during the Berlin FW was captured by photographer Gerome Defrance. Designers who took part in the fashion week: Betselot Zewge, Bekalu
Sindew, Meti Gaye, Gebayil Assegid, and Mahider Belay.


PARTNERS: NeoFashion, Next Fashion Design School,


Video Link:

2022/ HAFW MENTORSHIP PROGRAM Addis Ababa, Ethiopia

This year’s edition of the HAFW Mentorship Program focused on the creative and manufacturing processes behind the main stage. Along with the garments, the designers planned to display their mood boards, fabric cuttings, and illustrations in an inspiring exhibition, giving HAFW attendees a glimpse into the creativity of the next generation of fashion designers. According to the plan, the designers would provide more details about the creative processes that they usually go through, from inspiration to final looks, as well as their perspectives on sustainability in their collections, during the opening panel discussion. HAFW Mentorship Program concluded successfully in Addis Ababa, Ethiopia with help of Mentors Creative Advisor in Fashion and Textile Projects, Kelly Konings, and
Founder and CEO of FA254, Waridi Schrobsdorff. Collections were photographed by aspiring Ethiopian photographer, Mekbib Tadesse. Participants of the HAFW Mentorship Program: Meti Hailemariam, Betselot Zewge, Rahel Endalelegn, Danawit Alema, Meaza Beyene, and Bekalu Sindew as mentees.


PARTNERS: Hub of Africa Fashion Week Addis Ababa, Alliance Ethio-Francaise, Goethe Institut Addis Ababa

PHOTOGRAPHER: Mekbib Tadesse