Hawi Sisay Midekssa on Ethiopian Heritage in Fashion & Africa Fashion Up Awards

Africa Fashion Up 2025

• 🌍 The 5th edition of Africa Fashion Up in Paris celebrated and promoted contemporary African fashion.
• 🏆 The event recognized and awarded five designers from over 300 applications, serving as a springboard for emerging talent.

Hawi Sisay Midekssa's Brand Identity

• 🇪🇹 Ethiopian designer Hawi Sisay Midekssa, founder of the namesake brand HOWI, blends her heritage with an international flair.
• 💡 The brand was born from a need for independence and identity, inspired by her upbringing as a twin.
• 💬 "HOWI" also means "wish" in her ethnic group, Oromo, reflecting a personal connection to her name and brand.

Storytelling Through Fashion

• 💌 Hawi's recent collection, "Adula," named after her mother's birthplace, was inspired by a letter she wrote to her mother at 15.
• 🎨 She uses fashion to communicate her family's heritage, culture, and introduce Ethiopian culture to the world through elements like block-printed vests.

Career Highlights and Aspirations

• 🌟 A significant achievement was winning two awards at Africa Fashion Up: Best Female Designer and Best Designer overall.
• 🎤 She collaborated on the African World Cup opening ceremony, celebrating Ethiopian culture on a global stage.
• 🏫 Hawi aims to establish a fashion school in Ethiopia to provide educational opportunities for local designers and the diaspora.

Challenges and Advice

• 🌍 Facing cultural shock and adapting to life in Paris was an intense challenge, but she built a community there.
• 💰 Limitations in investment and business opportunities for African designers are significant hurdles.
• 💪 Her message to aspiring designers is "don't give up", emphasizing perseverance through restrictions and limitations, as winning Africa Fashion Up was her third application.