Couture and fashion from the Seychellois brand KATITI will for the first time be á la une at the Africa Fashion Week London. 

Johanna Didon, fashion designer and creator of the brand, will be showcasing some of her best creations at the August 9-10 event.

Jewellery and craftwork from other local entrepreneurs will also be on display and on sale at a boutique dedicated to the island nation.

Seychelles’ participation at the event came after the island nation’s first fashion week held last year. It is a collaboration between Telly’s Modelling Agency, Enterprise Seychelles Agency (ESA), Seychelles Heritage Foundation and the Culture Department.

The week is described as a modern African cultural experience and is the largest and longest-running, culturally diverse fashion and trade exhibition in Europe. The event has over 3.3 million views across multiple platforms and 34 million impressions online.  

Seychelles’ participation at the event came after the island nation’s first fashion week held last year. (Seychelles Nation) Photo License: CC-BY

“It all started through the Seychelles Fashion Week held last year. The first fashion week has resulted in many invitations globally to Telly’s Modelling Agency to either invite designers or models to represent Seychelles,” Terry Carolla, of Telly’s Modelling Agency, told local reporters last week at a press conference.

Carolla added that “the aim is to promote our creative industries as we believe that one day it will be a pillar of our economy.”

A proud Didon said that part of her collection from last year will form the base of what she will present in London and will include some new pieces produced especially for the event.

“I think I am the first Seychellois designer to reach such a level. I feel very privileged and I wish to thank all those who support me and who believe in my creations and believe that I have the skills, talent, and capacity because, without them, I would not have made it this far,” said Didon.

The chief executive of ESA said, “Our mandate is to promote entrepreneurs and as Johanna Didon is one of our successful entrepreneurs, we did not hesitate to support her idea.”

Angelic Appoo explained, “Additionally, we have secured a luxury boutique whereby we will display and showcase local products, locally-produced garments, jewellery and all things fashion-related.”  

Part of the event this year is an African Souk which promises to showcase new and aspiring African fashion designers and accessory companies. This will also include some of Africa’s most innovative designs.

A business forum workshop offering guidance and advice to aspiring designers through talks and panels from leading manufacturers, retailers, and government officials and in all areas relating to fashion will also be held.

Appoo from ESA has been invited and will talk about "the creative industries of Seychelles, our fashion, our industry where it came from to where it is now,” explained Appoo.

Two Seychellois models -- Dean Savy and Rynia Tamboo -- were selected through online auditions to showcase the island nation’s fashion.

The participation of Seychelles – 115 islands in the western Indian Ocean – is possible through the support of the National Arts and Culture Fund.

“It is a sector that requires a lot of investment and artists need support and the fund is there for that to ensure that we can give them some support to bring their arts forward and to broaden their horizons and explore more,” Cecile Kalebi, Principal Secretary of the Culture Department added.

The National Arts and Culture Fund was established earlier this year and supports the development of culture, arts, and heritage in the local context.