Marrying art, fashion
Fashion is art. In fact, fashion and art have enjoyed a symbiotic relationship since time immemorial. Merging the two industries point to slim chances that the two will ever separate because their bond is chemical.
It is clear that artists have a huge influence on fashion. There is an increased appetite to look fashionable and trendy in order to inspire their fans.
Indeed, when you are a popular figure like a musician or socialite you automatically shoulder a responsibility to look fashionable all the time to suit your status.
These days, it is rare to see popular figures, especially urban artists, without putting on a particular fashion brand. From Gucci to Versace, Louis Vuitton to Balenciaga, Nike to Adidas, fashion and trends have proved to be a powerful ingredient to running successful art business such as music.
For a long time, music genres such as hip hop and R & B have been exerting powerful influence on fashion. Internationally known artists such as Beyonce, Rhihana, Jay Z, P.Diddy, Kanye West and Snoop Dogg have had impact on fashion and trending styles that have been spread worldwide. For example, P. Diddy owns Sean John and Kanye West has Yeezy clothing lines which impacted smart casual and streetwear, respectively.
During 1990s rap battles and break dancing, artists ushered in fashion trends which were characterised by jelly shoes, crop tops, baggy jeans and tracksuits. Then came gangster fashion in 2000s where popular artists such as Snoop Dogg, P. Diddy and others were cladding silk shirts and double-breasted suits, among others.
Locally, while a majority of urban artists and other public figures have maintained the influence of international fashion tastes, some have combined both local and international fashion.
Today, dirty jeans, crop tops, mini-skirts, short and slitted long dresses, are common among Malawian celebrities.
Popular sociallite Dorothy Shonga and musicians Phyzix, Dan Lu, Lawi, Dr. Namadingo, Gwamba, Tay Grin, Zeze, Kell Kay, Fredokiss, Wendy Harawa, Sangie and Queen Sheba are some of the famous figures who trend with fashion on social media on the local scene.
Artists in Malawi have also embraced local fashion brands like Xandria, Roy View Designs and Nzika Wear just to mention but a few.
Designer-cum-musician Roy View Banda usually spots his own brand, Roy View Designs.
However, poets and event hosts and players of traditional music have embraced and populized the local fashion brands.
Ceremonies such as traditional engagements also happen to be ideal events that embrace pure local art and fashion in Malawi. While Djs play traditional wedding songs such as Kholowa and Chinafuna Mbale, brides and bride grooms to be and attendees wear traditional fashion to spice it all.
Government also introduced a deliberate policy where civil ser vants, including parliamentarians, are encouraged to wear traditional brands on Fridays to promote Buy Malawi Strategy.
Minister of Local Government, Culture and Unity Richard Chimwendo-Banda describes art and fashion as powerful vehicles for promoting Malawian culture.
Minister of Tourism Vera Kamtukule cherishes how art and fashion are used to effectively promote tourism in the country. She set an example by dressing in traditional brands throughout the Expo.
Experts say the goal of art and fashion is to promote identity.
“There are so many advantages of art and fashion trends. Firstly, popular musicians are regarded as trend-setters whose sense of fashion is beneficial to their followers for decision-making. Artists are there to set trends and promote culture,” said Roy View Banda.
Artist manager Samuel Chiwaka said fashion and art are intertwined.
He said: “And of the collective impact in the industry, as an artist, you are regarded as a demi-god and trend-setter.”
Chiwaka, who is also a fashion demi-god himself, adds that art and fashion is there for commercial purposes.
“When one is in a drive to commercialize their brands they also need to have a pleasant personality when meeting clients. And if one is smart enough can use their influence as another medium of cashing in,” he says. Apart from dressing in new brands such as shoes and donning trendy haircuts, artists also brand their cars to match their celebrity status.
