By Biruk Geberemedhin


The Alliance Ethio-Française held last Friday a fashion show and design competition with the support of an EU delegation to Ethiopia to celebrate Europe Fashion Day 2010. Sixteen professionals, nine professional fashion designers and 150 models participated in the show. Every competitor was allotted 10 minutes to present their work in the main Gallery of the Alliance to the general audience and to an independent jury. The awards, in birr, were equivalent to 500, 400, 300, 200 and 100 euros.

Mahlet Afework, a. k. a. Mafi, 21, who took the Best Designer Award said, "Unique designs of mine reveal contemporary ideas of fashion that make it a leading opportunity in contemporary Ethiopian fashion." According to Mahlet, receiving the occasion’s top honor has set a personal benchmark for further studies of fashion abroad.

Fikerte Addis, 28, who was the runner-up for her elegant dresses and traditional designs, said, "The occasion has created a network among us" And like Mahlet, Fikirte has also set a personal target to promote her designs on both national and international levels.

“The event is a real bridge between fashion designers and the fashion industry, and all of the work and special designs can prove it,” Sara Kidanu, 21, a designer who took part in the event, said.

The competition has offered young and upcoming designers to show more interest in fashion design and fashion marketing. It has also created an encouragement and reward for young fashion designers and talents in fashion marketing, merchandising and retail management at a high level.
“This is not only a reality show", said Aida Addisu, cultural assistant and graphic designer, at the Alliance Ethio-Française.
“This is a chance for Ethiopia to notice fashion talent from all over the country and we have truly gathered young and talented fashion designers from across the country,” she said.

EthiopianReporter