By Alemayehu Seife-Selassie

Mahlet Afework a.k.a. Mafi started costume designing at her late teens. As opposed to many aspirants, she played with the available materials, and unlike many at her age, she has made her name in fashion at the mere age of 22.

Mafi has made an achievement that many young designers only aspire to reach. Winning the young designers’ competition in Addis Ababa and being selected as the upcoming designer to present her show in Kenya, she seems to have started her journey already up the ladder. Yet, she states that she has not made up her mind as to when she needs to open her shop and promote her brand.

“I was a 10th grade student and a friend of mine who has seen me design waited for me after class and told me that I need to take part in a fashion show.” Mafi remembers her first show in Nazareth beauty pageant. Ever since then however, she has taken part in many fashion shows in Addis Ababa.

The one other artistic form of expression that Mafi is known for is singing. Featuring Joseph Gebre’s a.k.a. Jossi’s single Metahwa her rap earned her popularity. Lured by her flavor Jossi has included her in his upcoming album which he hopes will be released for the European New Year.

Comparing between the two arts forms however, Mafi says that she loves designing best, “I love designing, and I spend most of my time reading materials available online to improve my skills.”

Starting out as experimental designer, Mafi was able to turn a curtain and grain sack into an outfit. But these days she is using the traditional Menen or other forms of material design instead. “I hate to say it, but our materials are good to look at but are not very durable. Plus, these days, the materials are becoming more and more expensive so I have to revise my prices.” The price of Mafi’s clothes range from 1,000 up to 7,000 Birr. On average most of her costumes cost around 3,000 Birr.

This young designer took part in her first designing competition a couple of months ago at the Alliance Ethio-Française and to her delight, she won first place at the first strike. Competing against more established designers, Mafi however said that she was not surprised that she won. “I was expecting to win from the beginning. As I had more and more people tell me that they have their faith in me, however, I was beginning to get scared.”

This young designer’s trip to Kenya after she was picked as an upcoming designer has been very instrumental to her winning. Working with other East African designers and bringing out a show has helped her exercise the detailed neat finish on her designs. “I was certain that I was going to take the prize for the best collection.” But the prize was won by Ugandan gifted designer that has come up with the recycled rubber and bead made bags and shoes, collection. Mafi says that she was not aware that she could do shoes and had she known she would have worked on shoes and bags.

“We were only allowed to work with local materials, and we were given a chance to present only costumes. I was shocked to see such great designers coming from Africa. I did not even know such great talents existed.”

Coming up with a follow up of her sport’s wear designs that she made for her show in Kenya, and a casual collection she has put together after wards, she has managed to sway the judges that she has brought a winning material. “I was working neatly on the finishing and cuts. I have tried my best to give it a really professional look.”

According to Mafi, the fashion world is led by seasons. “I have tried to keep up with the season. “I’m not saying that we need to copy, be we need to keep up with the season and look at the taste of designers. I do not want to show out of season designs.”

Still working from her house, Mafi says that she is facing a little difficulty of operating. Yet, she has not made up her mind about opening a showroom or a shop. She does not however run short on orders. “My heart has not settled. I need to join a fashion university and learn the art professionally. I want to study up to a master’s level.” She explains her dilemma.

This young designer’s customers are mainly both young and matured women. The traditional costumes are the most demanded dresses she sells. Despite earning her a prize showing exceptional the sports wears, the costumes are not the most demanded by her clients. “I think you need a shop to sell such items.” She explains her assumption why. The busiest season for Mafi is the holiday season. As opposed to most designers that are limited to the local buyers, Mafi reaches out to the international market. She uses the Facebook as her marketing tool.

Mafi has plans to talk to companies that might be interested to buy her designs. But she states that, with the unlikely chance of having to convince manufacturers to take a chance with gifted designers, she is not highly enthusiastic about it.

Most designs in Addis Ababa are duplicated and reproduced. Thus the designers often end up not getting the benefits of their works. Mafi says that the duplication was not an issue for her a few years back. Today however, she found it frustrating. “It is a shame even designers copy one another and that is killing the creativity. I see a little bit of professionalism lacking from us and we need to get education if we need to excel.”