On the 28th of February, Coca Cola held a promotional fashion show at the Hilton Hotel. The motto of the fashion show; “be fashionable, be light”, explains the major aim of the show; promoting Coca Cola Light and Ethiopian fashion. The event had well known and internationally reputed Ethiopian designers who showcased their work on the runway. Though it was the first time Coca Cola organized such an event in Ethiopia, they have done similar promotions for Coca Cola Light while supporting various charities through fashion shows in other countries. Fekirte Addis, internationally renowned designer, was among the designers who presented their creative designs during the day.
She recently won The Origin Africa Fiber to fashion 2011 held in Mauritius. Fekerte’s creative design received non-stop rounds of applause from the spectators at the show case. Her designs are modern and glamorous mixed with a twist of Ethiopian traditional taste. Almost all the designers incorporated the Coca Cola Light logo into their creative work using accessories like ear rings, bracelets and even hats. Some of the designs had a playful and contemporary feeling to them. Designer Osman Mohammed from Ras Africa Designs, showcased outfits that were entirely made out of plastic and duct tape which were admired by the audience. Mahlet Afework a.k.a. Mafi, was another designer who participated in the show. She showcased fashion for both genders. Her designs for men are casual but sophisticated at the same time. Unless you really look at the fabric she uses, you can’t really tell if it is an Ethiopian design. Most designers try to recreate the Ethiopian traditional clothing in different creative ways but Mafi’s clothes that were showcased at the fashion show didn’t have that vibe in the design, they stood alone and spoke for themselves. “This is the first time I have worked with Coca Cola and I think it is wonderful, it is a good platform for us to show our work and I’m happy and excited to be part of such an event,” said Aynalem Ayele from Ayni’s Design. Musical performances by Kenny Allen and The 251 band added flavor to the show and entertained the crowd. The show had a very informal and fun atmosphere. Guests were presented with a gift bag that had two bottles of Coca Cola Light and a T-shirt when they arrived. The guests were also given a voting card to choose the next face of Coca Cola Light: chosen from five male models and 15 female models. Yetemwork Nurbeza won the female contest while Bahrain Kedit Amin will be the new male representative for Coca Cola Light. Honorable guests, the diplomatic community, executives from Coca Cola Africa attended the fashion show.