2008 afrofashion was established in Lilongwe / Malawi by Mehmuna Ibrahim Schumann and her mother Laila Ibrahim.
As a countermeasure to the high influx of second hand western clothes even on rural markets, which spoil the Malawian tailoring businesses, afrofashion sought to promote a revival of local fashion production by engaging tailors in manufacturing modern African clothes using the colourful natural fabrics found at traditional “chitenje” stalls and weavers. The first fashion shows generated an overwhelming interest in the region, culminating in the invitation of Mehmuna by the Goethe Institute and German Embassy of Malawi to be a visiting representative at the Berlin Fashion week in February 2009.
Since, afrofashion won an international award at the Blantyre “Fashion Bonanza 2009” and opened a branch in Bamako / Mali. afrofashion presented its creations at the FAME Fashion Week 2010 and 2011 in Malawi, at afrofashion’s own show at Espace Bouna in Bamako, at the Chris Seydou Fashion Award 2011 in Bamako and at the Centre Culturel in Bamako.
Against the mainstream of commercialised mass production, afrofashion remains true to its original idea of tailoring each piece of clothing as an individual work of creativity. Even standard patterns receive modifications of fabric, colour and arrangement to make each item as unique as its future owner. Hence, it is not surprising that most of the afrofashion designs are actually tailor made to suite the figure and taste of the client... never to be repeated, again.