Another day, another Zim fashion brand shines on an international stage!
Luxury leatherware brand Rungano Rwedu has become the latest to raise the country’s flag high, showcasing at the recently held Africa Fashion Week London (AFWL).The 15th edition of AFWL was held from from 9-10 August 2025 at Space House, London; showcasing the very best of African fashion in one of the world’s fashion capitals.
Rungano Rwedu (meaning‘Our Story’ in Shona) was founded by Rumbidzai Samantha Matemachani in 2015. The brand embodies the rich cultural heritage and craftsmanship of Zimbabwe through its artisans. Rumbidzai draws inspiration from her surroundings, including landscape, practices, culture, basketry, environment, natural resources and phenomenons.
This international showcase featured a dedicated British Council catwalk presentation and an exhibition pavilion, spotlighting some of Africa’s most innovative early-stage designers. The initiative provides these designers with international exposure and access to new markets, while also creating opportunities for cross-cultural learning, collaboration, and business growth.
Rungano Rwedu was one of ten African brands who showcased at AFWL under the Creative DNA fashion accelerator programme, a flagship initiative of the British Council’s creative economy portfolio in Sub-Saharan Africa. These included Kisero Leather, Epica Jewellery and Sevaria from Kenya; Shwanda Kollection from Uganda; Dagmawit from Ethiopia; Henri Uduku and Black Fine & Fly from Nigeria, and Ometsey from Ghana.
Since 2020, the initiative 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.
In addition to the runway and exhibition, the designers participated in UK retail stockist and manufacturing tours, offering them direct insights into ethical production practices, global fashion standards, and the dynamics of the international retail market. The cultural exchange component of the engagement provides designers a unique opportunity to explore the UK’s fashion ecosystem, encompassing supplier networks, sustainability models, and retail partnerships.
This year’s British Council Pavilion also looked ahead to the future of fashion, showcasing where fashion meets technology. The exhibition will showcase the work of African designers and fashion weeks that are collaborating with AI labs and robotics engineers to explore tech-enabled storytelling and virtual reality runways on digital avatars, paving the way for cross continental virtual fashion presentations. Ethiopian tech startup Guzo Technologies showcased their experiential reality software called TechStitched.
Lloyd Anderson, Zimbabwe Country Director, British Council highlighted that, “Rumbidzai is the perfect ambassador to represent Zimbabwe at Africa Fashion Week due to her unique ability to capture the essence of this beautiful country in her designs. The British Council is proud to have unlocked her talent through our Creative DNA programme.”
Farai Ncube Tarwireyi, Regional Arts Director, Sub-Saharan Africa, British Council highlighted that, “Africa’s fashion industry holds immense potential. It is estimated that it could generate over $15 billion in revenue by 2025 and create millions of jobs across the continent. But to truly unlock that potential, emerging designers need access to markets, visibility, and global networks. Africa Fashion Week London offers a powerful platform for just that.
“Through our Creative DNA programme, the British Council is proud to support a new generation of fashion entrepreneurs as they connect with international audiences, explore new opportunities, and shape the future of fashion on their own terms.”
The engagement reflects the British Council’s ongoing commitment to placing creativity, cultural exchange, and enterprise at the centre of inclusive and sustainable growth across Africa and the UK.
Queen Ronke Ademiluyi-Ogunwusi, Founder of Africa Fashion Week London emphasized, that, “This partnership with the British Council represents a bold step forward in our mission to elevate African fashion on the global stage. By showcasing these visionary designers in London, we’re not only celebrating their talents but also forging deeper cross-cultural connections within the global fashion ecosystem.”
Reflecting on her AFWL experience, Rumbidzai Matemachani commented, “I was very honoured and quite humbled by the experience that I had by showcasing at AFWL. It was quite fulfilling that I was able to showcase what Zimbabwe has to offer on a on a global platform. I do believe that we’ve got the craftsmanship and the skills in the African continent to thrive and succeed. Our time is now, and I feel that we have all the skills and capabilities to showcase on global platforms.”
She also expressed her gratitude to the Creative DNA program for giving her such an opportunity, saying, “The Creative DNA program flowed in such a manner that allowed me to be prepared for these opportunities that are coming. If I had not done the Creative DNA accelerator, I would not have been prepared to showcase at AFWL. The program was great for me because it allowed me to grow my brand value and expand my market.”
