The Creative DNA: Kenya 4.0 programme, dedicated to nurturing 20 emerging fashion and accessory enterprises, offered a robust platform for business skill development, networking, and practical learning. Building on the success of previous Creative DNA programmes, this initiative continues to be a significant contributor to Kenya’s creative economy. The fourth cohort comprises 20 promising designers with unique perspectives and styles, reflecting the programme’s commitment to fostering creativity and innovation in Pan-African fashion, streetwear, and art. The participants include:Itikadi Fashion House , Atieno Yarns , Ankole luxury , Solo Nairobi , Reinas Gowns Kenya , JoDesign254 , Kiseroleather , Omina Otsieno , Dhana Vito, Metis, Okana Couture , NAWIRI, Alienated Route, Manna, Klubwear apparels, YOSHITA 1967 , Istyle Kenya, Kiarie_afrika, Kali Works, Wakianda Studio
Led by Trio Media in partnership with Fashion Scout from the UK, the programme featured a comprehensive curriculum that comprised 12 sessions offered online by the UK team and physically by the Kenyan team. The curriculum covered a diverse set of topics such as Intellectual Property , brand identity, quality control, pricing, sustainability and market entry. The team included:
Kenya:
- Silvia Tonui – Project Manager, Founder, Trio Media
- Ann McCreath – Fashion Educator, Founder, Kikoromeo
- Wendéy Mosingi – Project Coordinator, Trio Media
- Daisy Chesang – Grants Manager,
United Kingdom:
- Biljana Poposka-Roberts – Fashion Educator, Founder, Fashion Scout
- Martyn Roberts – Fashion Educator, Co-Founder, Fashion Scout
Supported by:
- British Council
- British Council Kenya :@eastafricaarts
In collaboration with Creative DNA, Nairowua Cafe featured four designers from Creative DNA 4.0 and two from Creative DNA 3.0. Each Friday, models showcased the designers’ garments, allowing clients dining at the cafe to experience the showcased items firsthand. This interaction fostered direct engagement and feedback between designers and clients.
The Creative DNA 4.0 cohort participated in the Fashion Installation during Nairobi Design Week 2024. This exhibition, hosted at Opportunity Factory, highlighted the remarkable work of 16 designers from the cohort , showcasing the results of three months of dedicated effort and hard work. The event aimed to elevate the profile of Kenya’s design industry and celebrate the outcomes of the designers’ creative endeavors.
Tribal Chic 2024 partnered with the British Council Kenya. Seven designers participated in the runway show and a pop-up, with six from Creative DNA 4.0 and one from Creative DNA 3.0, including Itikadi Fashion House, Ankole Luxury, Reinas Gowns Kenya, Okana Couture, Kiarie Afrika, and Wakianda Studio from Creative DNA 4.0 and Aert Fashion from Creative DNA 3.0.
The British Council in collaboration with Trace in the City launched campus tours aimed at empowering young creatives in Kenya. Part of the Creative DNA project, these tours provided students with opportunities to engage with industry experts, participate in masterclasses, and network with professionals. The campus tours began at the Technical University of Kenya in Nairobi, led by renowned Kenyan designer John Kaveke, with subsequent tours at Egerton University, Mount Kenya University Thika, and Moi University Eldoret. These events offered valuable insights and fostered innovation in the creative sectors.
During the period of April to July 2024, the programme disbursed 900,000 KSh. in grants, shared among five designers from Creative DNA 4.0. Each designer was awarded a grant worth 180,000 KSh. to help develop their enterprises and build sustainable businesses.
A photoshoot for the digital zine “Wauzine 5” explored the power of storytelling and self-appreciation, celebrating culture, tradition, identity, and creativity. The zine featured powerful imagery with nostalgic references, bold colors, and cinematic power, reaffirming storytelling as a medium for artistic expression.
The Creative DNA 4.0 programme continues to significantly contribute to the growth of Kenya’s creative economy, equipping designers with essential skills, industry connections, and market opportunities for international success.
