2. ABOUT SWAHILI FASHION WEEK Swahili Fashion Week is THE biggest and largest annual fashion event in the whole of East and Central Africa providing platform for fashion and accessory designers from Swahili speaking countries and beyond to showcase their talent, market their creativity and network with clientele and the international fashion industry. This is all aimed at emphasizing to the region that fashion is an income generating creative industry, meanwhile promoting a "Made in Africa" concept. Swahili Fashion Week is a platform founded and created by celebrated Pan African couturier from Tanzania, Mustafa Hassanali in year 2008. 2014 will mark the Seventh edition of the Annual Event

3. OUR VISION Swahili Fashion Week is geared towards being the most sought out after and preferred fashion platform in Africa for the international market OUR MISSION Swahili Fashion Week aims to;  Promote Eastern African fashion brands  Improve the quality and output of fashion design from East Africa  Provide a platform for up and coming young designers in the region  Create opportunities for East African products in African Diaspora markets

4. OUR LOGO The Swahili Fashion Week logo is mirror image of the African continent, graphically resembling the kipepeo (the Swahili name for a vibrant, colourful butterfly). The image of Africa resembles the face of an African woman with her characteristic head wrap; the sharp models give a glamorous feel to the “Fashion is Business” and "Made in Africa" ideas. The wings resemble the direction aimed at taking Eastern African fashion industry to an International audience.

5. OUR OBJECTIVES Swahili Fashion Week objectives are:  Raise the profile of the East African fashion and textile industries both locally and internationally  Put East Africa on the map as a global fashion sourcing destination  Entice fashion designers, buyers and business leaders to East Africa  Promote “Made in East Africa” product patriotism  Promote “Fashion as Trade” – a concept whereby the fashion industry is seen locally as an income generating trade that creates direct and indirect revenue for both individuals and for the country, leading in part to poverty alleviation  Create and strengthen complimentary and supplementary business, related to the fashion industry  Allow designers to showcase their creativity annually in an organized, professional format, in line with international trends, norms and standards, meanwhile remaining truly East African  Create national, regional and international links between designers and various fashion weeks  Promote Eastern Africa as a cultural tourism destination  Promote and safe guard our Swahili culture  Award excellence in the regional fashion industry  to contribute to Millennium Development Goals 1, 3,& 8  Goal 1: Eradicate extreme poverty and hunger  Goal 3: Promote gender equality and empower women  Goal 8: Develop a global partnership for development

6. OUR LOGO EVOLVED 2008 2009 20102011

7. EMERGING DESIGNERS’ COMPETITION (EDC) Saturday 6 DECEMBER 2014 @2100HRS THEME: METARMORPHOSIS A call for entry is announced, jury members select 16 semi- finalist who are then pruned down by a selected judging panel into 8 finalist who shall then compete for the coveted title of Swahili Fashion Week Emerging Designer award 2014. In its Seventh year who shall be the next icon? Past edition winners: 2008 Edwin Musiba 2009 2jenge Afrika Matalay 2010 Subira Wahure 2011 Sarah Masenga 2012 Philista Oniang’o(KE) 2013 Bhoke Chacha 2010 winner Subira Wahure in tears of joy sketch entries 2011 2011 Advert Campaign

8. SWAHILI FASHION WEEK AWARDS 2014 East & Central Africa's First and Only Fashion Awards which was launched in 2011 16 Award categories celebrating excellence in the regions especially Tanzania's fashion Industry. In year 2012, two more categories have been added, Best fashion TV programme Designer with Best Social medium Presence In year 2012, two more regional categories have been added, Best East African Fashion Journalist Best East African Model. In year 2013 we added more awards Best hair and make up artiste Best accessories designer The nominees are to be selected By FAB (Fashion Advisory Board) members Winner will be Voted by public The award ceremony will be held on 7 December 2014 at 2200hrs in Dar es Salaam PUBLIC VOTING using dedicated number and social media 2012 nominee campaign

9. MODEL CASTING  Many Tanzanian Models have catapulted their modeling career through Swahili fashion Week.  Lilian Mduda, Jamilla Nyangasa, Nadia Ahmed, Jihan Dimach, Lotta Mollel, Victoria martin and Ally Hassan are just some of the models who have taken their modelling to an international platform after their humble beginning on the Swahili fashion Week platform We continuing the pursuit to build icon in the Tanzanian modeling industry thus the search for the Next Neo model has begun……

10. GOING LIVE Swahili Fashion Week 2014 showcase Streamed LIVE via the world wide web through www.swahilifashionweek.comwww.swahilifashionweek.com

11. EMPLOYMENT CREATION Swahili Fashion Week creates employment for over 300 person and more during the period of the Fashion Week. Security, Cleaners, caterers, waiters, production people, light technicians, sound technicians, set creators, décor artistes, models, designers, hairstylists, make-up artistes, dressers, ushers, volunteers, drivers. EQUAL OPPORTUNITIES Swahili Fashion Week is committed in creating opportunities for women, the disabled and those from underprivileged backgrounds. This can be seen not only in designers selected for participation, for example, but also in our staffing and policies.

12. OUR TEAM Managing Director PR & MEDIA Manager Creative Team Sales & Marketing Manager Graphic Designer Project Manager Web Designer Sales Associate PA to MD Project assistant Fashion coordinator Delivery/messenger staff

13. TARGET ATTENDEES FOR 2012 Swahili Fashion Week and its shopping festival 2013 received more than 3,200 guests over its three day duration. 2014 we TARGET 3,500+  Sponsor Representatives, Guests & Clients  Government Dignitaries  Corporate Executives  Celebrities & Fashionista  Diplomats  SFW participating designers’ guests & clients.  The local, regional & international media will be invited to cover the event, including from Francophone countries. These will include;  Magazine Editors  Newspaper Fashion & Feature Editors  TV Stations  Photojournalists The all important “front row” The aerial view of guests seating