Rwanda’s fashion industry is nascent. What impact has that had on Sonia Mugabo and other fashion businesses in Rwanda?
Most people in Rwanda wear second-hand clothes imported from Western countries, which basically means Rwanda’s local talent is largely ignored. Luckily, with the aim to encourage consumption of local products, the Rwandan governing is putting a 
stop to the importation of second clothes.
As such, local designers are seizing the opportunity to build brands with a strong Rwandan heritage as well as creating jobs and inspiring young talent to pursue fashion careers. I believe emerging markets, like Rwanda, are centres of innovation since they’re compelled to innovate to solve unique challenges.
You interned at Teen Vogue in New York. What are some of the things you learned there that helped you navigate the Rwandan fashion scene and those you’ve had to discard?
Teen Vogue New York was a fast moving and fashionable environment. The behind-the-scenes of the fashion world intrigued me. I learned about clothing brands while observing talented fashion editors define the next season’s trends. I got a sense of how the business of fashion functions and the hard work involved to remain at the top in a highly competitive industry.
In Rwanda, I’ve had to follow my gut, work hard and just do everything possible to make my brand stand out. Also, since we’re in an age where we can market freely on social media, I’ve leveraged that platform to create brand awareness and reach a diverse audience.
