If you are a fan of fashion in Malawi and you are also on social media, TikTok to be specific, then the name Sarah MW is not new to you. This is a social media influencer who has taken fashion commentary by storm. The bubbly young lady does not mince words with her opinions on people’s fashion choices.
Of late, there have been many high-profile events such as Sunday Soiree, High Society and countless weddings.
Going through Sarah MW’s posts, whose real name is Chikondi Sarah Chamveka, one cannot help it, but appreciate the witty and openness and a trace of banter.
She rates outfits from 1 to 10, just like those days when the world had the late Joan Rivers on E News famous show Fashion Police.
Sarah’s impact is so huge that these days it is common to see posts where people joke about trying their best to dress well at themed events “to avoid being ‘roasted’ by Sarah”.
“I really enjoy storytelling, which I think naturally comes through in the way I create content. I am also a huge fan of fashion and beauty,” she said in an interview with Society.
Sarah says the inspiration behind her commentary is just her personality.
For Sarah, Sunday Soiree was the catalyst that brought her fashion commentary online.
“When they announced that they were bringing the event to Blantyre, I was genuinely excited,” she said.
Sarah said she had high expectations but when she woke up the day after the event and saw the pictures and videos, she was genuinely surprised.
“I was like wait, what happened? The execution of the majority didn’t bring the theme to life,” she said.
What followed was Sarah setting up her phone and made a video of her commentary on the fashion sense of many at the event. And just like that, Sarah the fashion critic was officially born on TikTok.
Asked if she has any fashion training or background, Sarah said no.
She acknowledges that being opinionated in public spaces has its own challenges.
“I have lost friendships and seen division because of my commentary,” she disclosed.
Sarah, however, said her commentary is her personal opinion, which should be treated as such.
“I celebrate the looks I love, and then there are looks where I’ll say what I think could have been done differently,” she said.
On some assertions that she is a social media bully, Sarah had this to say: “Being bullied into dressing better sounds like a good thing. But seriously, I’m definitely not someone people should fear. My commentary is centred on particular f a s h i o n e v e n t s w i t h themes and dress codes.”
Sarah said with the growth of her platform, she sees it as an opportunity to showcase Malawi’s fashion, disclosing that, currently, a huge percent of her followers are people from other countries such as USA, UK and South Africa.
On the local fashion scene, Sarah feels people are growing, “but can do better”.
“Designers should not be afraid of their work being discussed. Sometimes people will praise you and at times criticise. It is all about the work and at the end of the day, visibility is achieved,” she said.
Commenting on Sarah’s fashion commentary, which has taken social media by storm, one of the country’s fashion designers Hilda Gadaga, commonly known as H Clothing, said she has no problems with Sarah.
“I actually find her commentary quite funny. But at the end of the day she makes people dress better and design better,” she said.
As she continues to do her fashion commentary, Sarah, who grew up in Ndirande Newlines, but moved to England in 2023, says she is still growing and is here to stay.
