_Well,my designs are heavily influenced by the past.So I blend modern
trends with the classic vintage looks and incorporate numerous
colors.That is the main difference,trying to be playful with menswear
which is quite rare in the fashion world as of now._
Fashion designer Sheria Ngowi's designs are an inspiration to both
upcoming and those who have been in the fashion industry for years.
Being one of the designers that are going to be showcasing their
designs during the Mercedes Benz Fashion Week Jhb 17.
Sheria Ngowi (SN) reveals to Tapiwa Rubaya (TR) what his collection is about.
TR:Define Sheria Ngowi Brand?
SN:Sheria Ngowi Brand is a luxurious and sophisticated yet from
another time.We made our designs for men who are sophisticated,there
was no lack of restraint in the shapes or in the looks,We offered a
collection where every detail is accentuated,making men look good
without ever giving them an affected or ridiculously disguised
look.Our Suits are classic and well built Daring youthful
silhouettes.Uses of slim-fit check and plain shirts,slim ties and bow
ties are details that make our brand and designs simple and
unique;glasses and bags contribute to the image of a refined,relaxed
man.
TR:Take us to the bio of your fashion brand?
SN:Sheria Ngowi is my name;one of my long term plans was that I wanted
to create a brand that would tell a story and connect with my vision
and myself.It's hard to be a name and a brand at the same time.
The history of fashion is filled with designers who put their names on
the label like me because in the fashion industry,more so than almost
any other industry,is driven by individuals;individuals who capture
the essence of a desired persona with their unique clothing and
accessory designs.Individuals whose very names evoke images of glamour
and style.Individuals whose names have become famous international
corporate brands like Burberry,Chanel,Gucci,Prada and Versace.Most
people hear these words and think of things, not individuals. But
let's not forget, these words are the names of individuals as Sheria
Ngowi because by adding your name on a label; it becomes a trademark;
it is a primary asset of any other fashion brand.So my career famously
began in 2008 when I debuted my designs for both women and men under
Brand name Sheria Na Mavazi in Mysore,India.So Sheria Na Mavazi stands
for Dressing Principles or Regulations.In 2009,I launched my first
professional collection under my own name Sheria Ngowi Designs.The
Collection was a dedication to my late father who was the driving
force behind my love for fashion.In 2013 I launched my first flagship
store in the heart of Dar Es Salaam and followed by International
Fashion weeks I attended from New York,London,Paris and South Africa
since 2013 until now 2017.Now I decided to focus on one gender at a
time to ensure that I put my all into each of the collections and the
women's collection is on the way in 2018.
TR:You are to showcase at the MBFW17 Jhb;what are you expecting from the public?
SN:My current collection "LEGACY" I put 150% in each and every piece
in this line,I have been a little more adventurous.The use of
different fabrics and cut choice,as well as how the pieces have been
made,are all a little different to my norm.I love all of them.I am
exhilarated about showcasing my line for the fourth time and have a
great sense of expectancy.I look forward to appreciating the creative
work of other great designers as well as stirring up some fresh
excitement around the 'Sheria Ngowi' brand, specifically amongst the
South African market.
TR:What is the name of the collection that you showcased?
SN:"LEGACY"
TR:Take us through the collection that you will showcase and its inspiration?
SN:"LEGACY"-For many,leaving a legacy is associated with the end
rather than the beginning or the next phase in one’s career.My Fashion
leadership is not shaped and my legacy is not defined at the end of
the road but rather by the moments shared,the decisions made,the
actions taken,and even the mistakes overcome throughout the many
phases of my career.Leadership done rightly is a reinvention process;a
continuous discovery that informs my mindset,new skill sets and
aptitudes.At each stage of my career,I learn how to keep creating
sustainable impact and influence.With each step i take,i will identify
new ways of mastering the fundamentals,which in turn provides me with
greater clarity and depth of thought to further improve my fashion
leadership approach and communication style.As a Fashion Designer and
entrepreneur,I have learnt of my Country backwardness and its
underlying factors.This brings a lot of challenges if I want to
promote my country but as long as I take my mind off the negative
factors,I can be successful in completing my duty.Many people leave
Tanzania because of their poor condition and settlement.I understand
that I should not think of migrating to foreign countries but help to
make Tanzania a destination country for others.To achieve that,I must
working hard.The previous generation made Tanzania a good place for us
to call home and today,it is my generation’s turn to make it even
better for the future generations to live in.
TR:The suits you design are unique.what makes them to be unique from your view?
SN:Well,my designs are heavily influenced by the past.So I blend
modern trends with the classic vintage looks and incorporate numerous
colors.That is the main difference,trying to be playful with menswear
which is quite rare in the fashion world as of now.
TR:The texture /fabrics that you use for your designs are they local?
SN:Not 100% Made-in-Africa because specifying the country in which a
good was produced has long been a marker of quality. The ateliers of
France, leather workers of Italy and watchmakers of Switzerland have
built global reputations for their exacting standards. Today, ‘Made
in’ labelling is also an indicator of the regulations and health,
safety and wage standards under which a good was produced.
But in a world with increasingly complex supply chains that can span
several countries, a jacket sold by a European brand can be
manufactured in a cheap and relatively unregulated labour market like
China or Africa, but finished and packaged in France, Italy or
Tanzania, thereby earning a ‘Made in France’ 'Made in Italy’ or ‘Made
in Tanzania’ label.
Indeed, according to European Union regulations,companies need only to
spend a certain amount manufacturing a good in a certain country in
order to qualify for local ‘Made in’ labeling.At the same time,
powerful alternative labeling systems, like Fair-trade and Certified
Organic, have emerged, offering companies new tools for communicating
manufacturing standards to consumers, who are increasingly concerned
with the provenance of their goods.
TR:Last year you won an award (Fashion icon of the year)during the
Tanzanian leadership awards and you were nominated for the ASFA
awards.What did it mean to you and your brand?
SN:Of course,it’s not enough to simply win an award;i need to earn it
every day.At every interaction,both internal and external,I need to
exemplify the reasons I deserve that recognition.This creates a
positive feedback loop. Doing good work, and getting recognized for
it, improves my workforce,strengthens my brand and gets me more sales
from loyal customers.
TR:Tell us about your work ethics?
SN:I'm not into fashion show pageantry but in the reality of a
product:I design and produce clothes that will be worn by real
people.The fashion industry is a system that produce a lot waste and
thrives on exploitation.We try to have strong work ethic and stir away
from that traditional business model.We produce all of our clothes in
Asia and Africa.We try to work with high quality fabrics
from:cotton,wool, linen and velvet.
TR:Where do you see your brand in 5 years?
SN: I love the history of my brand I want to bring a modern twist and
I have to move on. As the founder wouldn't still be repeating what I
was doing from 2008-2016.
I want to bring a fresh element to it while cultivating the true DNA
of the brand.All aspects should be modern and fresh.Clothes are a
communication tool and I want to create something special.
I see my brand being eligible to apply for all the important Fashion
weeks hosted around the world and i am looking forward to being a part
of it.My biggest wish is to leave a legacy with my name appeared in
all International Fashion Platforms,so that my grand kids and their
friends could see that it is okay to follow a belief and for my
country to be proud of me as a Tanzanian."
TR:Thank you for you time.
SN:Asante sane/THANK YOU VERY MUCH”
www.sheriangowi.com
Instagram: @sheriangowi
Twitter:@sheriangowi
Facebook:Sheria Ngowi Brand
[08:05, 8/15/2017] Tapiwanashe Jor: Thula Sindi,Quintee and George To
showcase at The Jhb MBFW
From the 16th next week the city of 'Gold'
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