http://www.compasscayman.com/caycompass/2014/02/07/Local-designer-weaves-Eritrean-fabrics-into-success/
Local designer weaves Eritrean fabrics into success
07 February, 2014
Creating beautiful and stylish clothing from hand-woven fabric sourced from
Ethiopia, Admas Mahdere has quickly made a name for herself as a designer
to watch.
Following her success at Cayman Fashion Week last year, Mahdere's locally
made creations are now in high demand by her loyal clientele.
Mahdere, who grew up in Winnipeg, Canada, after her family emigrated from
Kenyawhen she was 6, has always had an interest in fashion and a connection
to her native country.
"My mum used to bring back beautiful dresses from her trips back to Eritrea
and Ethiopia, and she would bring back fabric so that I could have a
seamstress make dresses for me that were more modern in design, to wear
whenever there was a special family occasion, such as a wedding," she says.
"The material was usually silk or cotton and really beautiful with
intricate patterns that must have taken a particularly gifted person to
make by hand."
When Mahdere was in her early 20s, she attempted to start a fashion design
business with her sister and a friend, but the timing wasn't right, so she
continued her training as an accountant. In 2009, she moved to Cayman,
where she continues to work as an auditor.
Once settled in Cayman, Mahdere quickly realized that the island possessed
a very vibrant social scene with a plethora of glittering events to attend
on a regular basis.
In 2010, she attended what was then called the Fashion Solstice in Cayman,
an event which sparked her imagination, so much so that she decided to
volunteer for the 2011 event. Soon after, she began to make custom pieces
that impressed Cayman's fashion lovers.
"I wore a white dress that I had made for myself for the Breast Cancer
[Foundation] Gala in 2012, and a client asked me to make a similar dress in
red for the Cayman Heart Fund Gala the following March," Mahdere says.
"This dress was so well received, it really kicked off interest in my
work."
With the encouragement of Fashion Solstice organizer Cindy Jones, Mahdere
decided to take the leap and show her own collection at the April 2013
Cayman Fashion Week.
"I traveled to Eritrea in 2012 to see if I could find fabric that would be
suitable," she says. "I went with an open mind, knowing that there would be
a language barrier as I don't speak the native language. I made contact
with a nonprofit organization which works with local weavers and gives them
the tools to make the fabrics. My aunt helped with the translation and I
was eventually able to advise them of the kind of fabrics I was looking
for, having brought with me 30 to 40 fabric swatches to show the colors I
wanted."
Her collection was created over eight months, but Mahdere concedes most of
the work was actually undertaken in the final month before the show.
"I was quite indecisive at the beginning, but as time went on I knew I had
to make decisions as to which pieces I should show," she says.
Mahdere approached the design of her collection by working on single pieces
initially, working with seamstress Norma Ebanks, with whom she had
previously undertaken sewing classes in order to prepare her for the work
ahead.
"I took my inspiration from everywhere," she says. "But I knew I wanted a
signature, a common design feature throughout the collection. I decided to
incorporate handmade weaving into the pieces, sometimes on the collar or on
the neckline."
Although she says she loves dresses and tends to gravitate to designing
them, Mahdere says she was mindful that the collection needed to be well
rounded, so she incorporated separates into the collection as well. In
addition, she says, designers usually end their shows with a grand design,
but she decided to work backwards, focusing on the showpiece first and then
working on the rest of the collection.
*Positive response *
Mahdere says her collection was very well received at last year's Cayman
Fashion Week.
"I was really happy with how well it was received, but I didn't expect the
response, nor was I properly prepared for it," she says. "After the show,
people were saying that they loved my work and where could they buy the
clothing. I really hadn't worked on the production side at all."
A gray dress with cut-outs in the skirt was a particular winner with the
audience, as was a jumpsuit with a plunging neckline designed for women who
like an edgier look.
Participating in Cayman Fashion Week, and also in Africa Fashion Week in
New York last July, opened up Mahere's eyes to the fashion world.
"It's a completely different world to the one I'm used to as an accountant.
It's very chaotic and you have to learn to deal with very big
personalities," she says.
Following on from her success, Mahdere says she began making custom pieces
only for close friends or well-established clients, as well as selling
pieces at Carey's Karma Closet, where she says her resort wear has sold
well.
"I've been so lucky to have such lovely clients and friends who have been
so supportive," she says.
*New collection *
Looking ahead, Mahdere says she wants to concentrate her energies on
producing a first-class spring/summer collection to be launched in
September, giving herself plenty of time to properly work on logistics,
establishing production in the U.S. with a view to expanding sales and
marketing there also, as well as further afield to places such as the U.K.
"I want to work on producing a 'look book' so buyers can advise what they
are interested in. My focus is also on sales and marketing of the
collection," she says.
Still working full-time in accounting, Mahdere says it is her dream to
eventually dedicate herself to her fashion business. For now she is content
building up her brand to fully market her 2014 collection.
*For more details and to contact the designer, visit admasm.com
<
http://admasm.com>.*
Received on Thu Feb 13 2014 - 19:10:42 EST