Q AND AFRICA: Farai Simoyi

afwny_QandA1.Recently, you got the opportunity to showcase your designs at our showroom event. What tips do you have for emerging designers, in regards to gaining opportunities to showcase their designs?

Some tips & suggestions that have helped me along the way are:

#1 Find a PR agency that focuses on emerging brands. These agencies are usually the first to catch wind of events that are great platforms for emerging designers to showcase their work.
#2 Do you know who your customer is? If you do you’re on the right path. If not, do your research. Who is he or she, what do they like, do they shop for quality, style, or both. Having answers to these questions can set you miles apart from other emerging brands. Once you know who your customer is you are able to give them what they need & they are able to give you what you really need: Sales!
I could seriously go on, but I really think the first 2 tips are a great start!
2.What is the most difficult aspect of running your own label versus i.e. design, production, sales, finance, advertising?
As a designer, designing is the easiest & most enjoyable part. I’m sure my fellow designers can attest to that. The most difficult part is the business side, particularly sales & marketing. You have to be able to define your brand in the industry and show customers & potential investors how & why you stand out from the crowd. Once you are able to distinguish that you are a shoe-in.
3.What motivates you to continue designing in such a ‘cut-throat’ industry?
What motivates me is the love for the industry. You cannot subject your self to criticism & a cut-throat atmosphere everyday if you do not love fashion and have an ultimate goal. Everyday I’m so thankful that I am able to do what I love.
‘FARAI’ a representation of Soft/Steel/Bohemian”, it is a symbiotic juxtaposition of the styles and experiences gained in Africa, Appalachia, Europe and the streets of NYC: woman, warrior, wayward traveler.

Stay Fabulous!


Resort/Spring-Summer 2013 Collection:

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Disrupting Narratives & Creating Communities In Style

Cut off (verb): the act of stopping the movement or supply of something.

Cut off (adverb): the time when something must be done or completed.

Cutoffs (noun): short pants that are made from long pants by cutting off the legs at the knees or higher.