Rwandan label shines on creativity and culture

KIGALI－The showroom at Moshions fashion house is impeccably organized. With an array of designer outfits in different colors hanging below shelves, it's the sort of scene that offers a reference point for fashion trends.

Located in downtown Kigali, Rwanda's capital, Moshions, founded in 2015, is championing premium quality, 100 percent made-in-Africa fashion.

As the fashion industry continues to gain traction globally, designers are increasingly mixing traditional ideas to come up with unique wearable trends.

One such designer is Rwanda's Moses Turahirwa, 30, the creative director and founder of Moshions brand.

Inspired by his own cultural roots, Turahirwa pays homage to the visual storytelling tradition found in Rwanda and across the African continent. He opted for fashion as a passion to grow the creativity within him.

"I started it as a hobby. It was after some time that I realized my culture and my heritage and that is how I started interpreting cultural roots into something modern," Turahirwa says.

Shining a light on Rwandan culture is an important part of Turahirwa's work. A popular product is the cardigan, which is renewed every year.

According to Turahirwa, the cardigan is an inspiration from a traditional type of sack hood, with beading as its most prominent ornament, as well as from Intore, a dance performed by men in Rwanda.

Turahirwa says Rwanda has beauty in fashion, embroidery and patterns. "Our uniqueness lies in the iconic interpretation of our culture to modernity," he adds.

The patterns in Turahirwa's collection come with a story. Locally called imigongo, the patterns were originally created and developed by Kakira, son of a king who lived in eastern Rwanda.

Mostly featuring geometrical and spiral patterns, these ornaments were used to decorate the walls of the interior of huts.

Turahirwa says the brand is also characterized by the craftsmanship in natural dyeing and hand-weaving.

"Our customers are always excited when they come to our shop. We tell them about our collections and the stories behind our fashion. This is good not only for Rwandans but also everyone around the world because it is relatable to other (kinds of) fashion elsewhere, thus creating curiosity and learning at the same time."

The company now employs 32 people. It is a creative business that provides a living through creating job opportunities for people in Rwanda, ranging from administration, tailoring and marketing to many other jobs, says Turahirwa, adding that his plan is getting the brand globally recognized.

Belyse Bugingo, who joined Moshions in 2018 as an intern, now works as the company's store manager.

The 25-year-old woman is proud that the internship led her to a job.

"What I like about my job is that fashion is a burgeoning industry and is endowed with a lot of creative ideas that come along with the seasons. It is a job that requires someone to be dynamic, meeting people and making connections. The most common feedback we get is positive. Customers are appreciative of what we do," she says.