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For founder Rumbidzai Samantha Matemachani, the programme proved transformative, accelerating her brand’s growth and equipping her with the tools to seize international opportunities
Zimbabwean fashion house Rungano Rwedu, known for its handmade footwear and accessories, made its mark at the 15th edition of Africa Fashion Week London (AFWL), held from August 9 to 10 at Space House in central London. The event, the world’s largest and longest-running showcase of African and African-inspired fashion, provided a global platform for emerging designers.
Rungano Rwedu, loosely translated to “Our Story” is both a Seed Awardee and a current participant in the British Council and Swiss Embassy’s Creative DNA programme.
For founder Rumbidzai Samantha Matemachani, the programme proved transformative, accelerating her brand’s growth and equipping her with the tools to seize international opportunities. Reflecting on her journey, she acknowledged that without the structured mentorship and sponsorship from the British Council, her participation in AFWL would not have been possible.
“The creative DNA programme allowed me to get myself together in such a quick manner. It flowed seamlessly, preparing me for the opportunities ahead. If I had not done the British Council programme and the Creative DNA programme, I would not have been prepared today to showcase at Africa Fashion Week London.”
She was joined by nine other designers from Kenya, Uganda, Ethiopia, Nigeria and Ghana. All designers are alumni or current participants of the Creative DNA fashion accelerator programme, a flagship initiative of the British Council’s creative economy portfolio in Sub-Saharan Africa. Since 2020, it has supported over 200 fashion entrepreneurs across Kenya, Uganda, Senegal, Zimbabwe, Ethiopia, Nigeria and Malawi through mentorship, business development, and showcasing opportunities.
The programme is designed to strengthen creative enterprises, foster inclusion, and build international connections between Africa and the UK. The experience, she noted, not only elevated her brand’s marketability but also reinforced the importance of cross-continent collaboration in amplifying African design.
The designers joined business clinics and panel discussions with UK fashion experts and facilitators from Westminster University and the Fashion Retail Academy as well as participated in retail and manufacturing ecosystem tours across London, offering them direct insights into ethical production practices, global fashion standards, and the dynamics of the international retail market.
This year’s British Council Pavilion at AFWL spotlighted innovations like AI-driven fashion storytelling and virtual reality showcases, signaling a futuristic shift in how African design intersects with technology.
Lloyd Anderson, British Council Zimbabwe director, praised Rumbidzai’s inclusion, while Nigerian fashion entrepreneur and AFWL founder Queen Ronke Ademiluyi-Ogunwusi highlighted the significance of the partnership with the British Council as a pivotal move to advance African fashion globally. “By showcasing these visionary designers in London, we are not only celebrating their talents but also forging deeper cross-cultural connections within the global fashion ecosystem,” she said.
Standard Style reporter Khumbulani Muleya (KM) caught up with Rumbidzai Matemachani (RM). Below are excerpts from the interview.
KM: Congratulations on participating in this year’s edition of Africa Fashion Week London, a very rare feat indeed. How did it feel representing Zimbabwe?
RM: I was very honoured and quite humbled by the experience that I had by showcasing at Africa Fashion Week in London. It was quite fulfilling that I was able to showcase what Zimbabwe has to offer on a global platform.
KM: The British Council Pavilion highlighted African designers collaborating with AI labs and robotics engineers. As someone deeply rooted in handcrafted leatherwork, was your work part of this tech-forward showcase? If not, how do you view the relationship between traditional craftsmanship like yours and the emerging digital frontiers in African fashion?
RM: I do believe that it’s something that we have to consider, we have to be open to change. There is nothing that stays the same and I think that we should allow that opportunity and allow ourselves to collaborate because we are growing and as you grow you learn more.
KM: Did you see any technology that could enhance (without replacing) your traditional leatherworking?
RM: Not yet. I still want to work with my hands (laughing)
KM: What was the most valuable connection or lesson from the UK fashion ecosystem tours that you participated in across London?
RM: I do believe that we have got the craftsmanship and the skills in the African continent to thrive and succeed. I almost want to do an experiment where I take away the face of me and the face of my brand and take away the Africaness of it and put the bags out and see how the community will respond to it. I have met nine or 10 other designers with truthfully high skills and craftsmanship and I feel that our time is now. We have all the capabilities, all the craftsmanship and skills to show on a global platform.
KM: Is there a specific technique passed down through generations that you have adapted for modern designs?
RM: Yes. My brand is based on Great Zimbabwe, so if you look at my bags I showcase Great Zimbabwe by the brickwork which is why I weave the bags together. In Zimbabwe, we are very good at basketry and that’s why I chose those types of things.
KM: After seeing London’s retail infrastructure, what’s the most significant gap in Zimbabwe’s fashion ecosystem you’re now determined to address?
RM: I think that we need more platforms to be able to showcase on. We need more stuff in Zimbabwe that allows us to showcase our designs, our craftsmanship and what we have to offer, I think we need a lot more a lot more programmes just like the Creative DNA. In March I was sitting doing a programme that I thought I would never finish. It’s now August and I am in London showcasing at Africa Fashion Week London and I think that is amazing.
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