London-based Tanzanian label Chichia London presents Spring/Summer 2015 collection ‘Hadithi Hadithi’. Literally meaning ‘Story Story’ in designer Christine Mhando’s native language Swahili, the collection takes inspiration from our favourite pastime as children: stories, with unique prints designed to evoke a sense of nostalgic fun. Also drawing inspiration from traditional Tingatinga paintings from Tanzania and sayings found on traditional khanga fabrics, this collection aims to interject a sense of humour into summer wardrobes.
Designer Christine Mhando graduated from Kent University with an honours degree, in 2002. After her studies, Mhando gained invaluable experience working for high-end designers as well as womenswear brands and suppliers for the high-street Mecca. With the knowledge she acquired, Tanzanian-born Mhando launched the label that bears her childhood nickname, Chichia.
Currently stocked in independent boutiques across the world and online, Chichia has gained a cult following on the online blog circuit as well as extensive press attention in publications such as Grazia, Marie Claire, Cosmopolitan and Vogue Italia. All have warranted Chichia a place at London Fashion Week showcasing in fashion events such as Untold and Fashion Diversity, as well as other prestigious events across the world including ARISE Magazine Fashion Week 2011 in Lagos, Urban Outfitters BAZAAAAR Pop Up in New York and Labo Ethnik Fashion Weekend 2013 in Paris, to name but a few.
With fans including Beyonce, Chichia is fast becoming recognised as an international African brand that modernises and transforms traditional East African textiles into stylish, contemporary and considered fashionable attire.