Kunjina Tesfaye’s fascination with fashion started from when she was a tiny tot rummaging through her mother’s closet. The two decade love affair has matured into a successful clothing business.
After Tesfaye obtained an engineering degree from the University of Addis Ababa, she transitioned into fashion by taking a short fashion course at Wossi International Fashion Institute and participating in incubator programmes and competitions. By 2017, she established KUNJINA as a ready-to-wear brand that mainly caters to women within the age range of 25-40. The brand works with local weavers from different parts of the country to source hand-woven fabrics which helps support the local economy.
BUBBLEGUM CLUB sits down with the Ethiopian designer to talk about her journey into fashion.
LEE NXUMALO: What was your first introduction to fashion?
KUNJINA TESFAYE: Since I was little, I enjoyed playing around in my mother’s closet. Since her clothes were extra-large for me at the time, I used to drape them on myself. Sometimes, we would do a fashion show for the whole family during the weekend.
LEE NXUMALO: What is the ethos of the KUNJINA brand?
KUNJINA TESFAYE: So, growing up, I’ve always been fascinated by how clothes have a big impact on people’s energies and how they carry themselves. As a designer, I’ve always wanted to bring out or project the stronger version of the women that I dress so I would say it’s empowerment.
LEE NXUMALO: You studied Construction Technology at Addis Ababa University — how did that learning environment help inspire you and shape your designs?
KUNJINA TESFAYE: When I first tried construction management, it was because I didn’t have a lot of options at the time. I picked up design thinking and problem solving from my architectural design courses which I really enjoyed. But generally, I think the major lesson I took from my studies would be discipline. The first few years were intense because we had like all-day classes and at night, we would do drawing assignments. That was a very big shift for me in my life compared to what it was like in high school.
LEE NXUMALO: Tell me a little about your design process – how do you go about starting a new line?
KUNJINA TESFAYE: Once a year we do the main collection and we also do two or three ready-to-wear collections. For the main one, I will do it within a longer period of time because it’s more of like an artistic expression for me so it has to flow. Since it is based on my experience, it is like a human story that people can relate to. I get inspired from my personal experiences, I have to wait for the whole idea or concept to form in my head first to then building the connections, making the sketches and patterns and then stitching would finally come after the concept or idea is fully formed in my head.
LEE NXUMALO: What is your perspective on Ethiopia’s fashion industry?
KUNJINA TESFAYE: It is growing, but we have a long way to go. It’s definitely better than where it was, even when I started out. It has been five years and I can truly see the change. But we also have problems like getting consistent, raw materials, skin, good and you know, even like the perception of the local people who make the product. When you think about these things, I know we have a long way to go but it’s definitely better than where it was.
Answers have been shortened for clarity and brevity
