JOY Magatti Rusike, the woman behind Uzuri Creations believes African fashion is ‘very colourful by nature’ as clothes made out of the African printed fabric represent and showcase Africa’s natural beauty.
Also known as Kitenges, the African fabric is often decorated with a huge variety of colours and patterns with many of them having a meaning.
As an expert who deals in tailor-made African print fashion, Joy believes that despite the old belief that this kind of fashion is only reserved for special occasions, it can be worn every day depending on the design.
“I have simplified the print and made it more accessible more wearable, and more stylish,” said Joy.
“I think in Zimbabwe people are more conservative in terms of fashion. Ladies love wearing their suits. However, I have seen a huge shift on this trend and now people are becoming more adventurous.”
Joy said this innovation is allowing the African print to feature, not only in the traditional wrap-over dresses, but also in different styles like pants, tops among others.
“I love experimenting with different prints and it puts a smile on my face when am driving around Harare and see women being more adventurous experimenting with prints”
After starting Uzuri last year, Joy has distributed her clothes beyond borders and hopes to make her fashion house a household name not only in Zimbabwe but worldwide.