Let’s use fashion to promote Brand Zimbabwe

Munyaradzi Blessing Doma

Fashion can be a powerful tool for cultural diplomacy, allowing a country to showcase its unique heritage, creativity and identity on the global stage.

This was revealed by young entrepreneur Tatenda Cole Chigwada, who has been ensuring his Brand Zim with Cole Tatenda, fosters positive narratives for the country.

Munyaradzi Doma recently had a chat with Chigwada, who detailed how his brand speaks more than just fashion, but more of a movement to showcase the beauty of the country.

“With Brand Zim with Cole Tatenda, I want to ensure that we are pushing a positive narrative that transcends borders and fosters cross cultural understanding.

“We want to ensure that this fashion promotes cultural exchange, showcase national identity, fosters positive perceptions and build bridges because we also do African prints,” said Chigwada.

He added: “whenever I leave the country on my other social development engagements, I always wear Zim apparel, proudly showcasing Zimbabwe and our breathtaking tourist destinations.

“It’s not just fashion, it’s a statement of identity, pride and promotion of our beautiful nation.”

Chigwada added that his brand has been producing tee-shirts, caps and African prints. He added that using his influence on his social media platforms, he also pushes positive narratives about Zimbabwe.

“Some of the money from the brand we use it to fund my PadHer initiative, which is the project which I’m doing buying pads for women and girls in farming areas, peri-urban areas and rural areas.

“I’m also firm believer in youth empowerment, so we made a deliberate move to work with the youths and change lives.

“My aim is to showcase my country through prints and also writing positive narratives on my social media platforms.

“So, we are not just doing fashion, we are speaking about Brand Zimbabwe.

“Whenever I go out of the country, I make sure two of my attires are Zimbabwean prints and when I meet people, I tell them about Zimbabwe.

“I tell them to visit Zimbabwe,” added Chigwada.