BEYOND DESIGN: How Création Botswana is Empowering a New Generation of Fashion Entrepreneurs.
Émilie Gambade
Head of Life and Culture at Daily Maverick and former Editor-in-Chief of ELLE South Africa
Emmanuelle Courrèges
French journalist and founder of LAGO54
In the heart of Southern Africa, a fashion renaissance is quietly taking root. It’s not driven by fleeting trends, but by a deep, deliberate effort to transform Botswana’s creative industry from the inside out. This profound shift is being led by Création Botswana, a dynamic initiative that, over the past year, has sewn new possibilities into the fabric of the nation’s fashion scene.
Born from a collaboration between the French Embassy in Botswana, the National Arts Council of Botswana, and Alliance Française de Gaborone, Création Botswana is part of the wider Création Africa program. The project was launched with a bold mission: to leverage creativity as a tool for sustainable development and economic diversification.
Since its launch in September of last year, the program has worked closely with 28 fashion designers. It offers not just training, but a visionary approach, helping them see their work not merely as design but as viable enterprise. From emerging talents to seasoned fashion entrepreneurs, each participant has gained access to monthly workshops, practical masterclasses, mentorship, and, crucially, opportunities for global exposure.
This past week, the initiative reached a significant milestone with a public masterclass titled “Lessons from the Field: From Story to Strategy.” Led by Émilie Gambade—Head of Life and Culture at Daily Maverick and former Editor-in-Chief of ELLE South Africa—alongside Emmanuelle Courrèges, a French journalist and founder of LAGO54, the session explored the power of narrative in brand building. It wasn’t just about storytelling for its own sake; it was about equipping designers with the tools to define their voice, position their brand, and confidently enter global markets.
What makes Création Botswana unique is its holistic approach to the fashion ecosystem. Designers weren’t simply trained in technical design; they were immersed in business strategy, branding, marketing, and sustainability. Each workshop was carefully curated to reflect the realities of the fashion business, both locally and globally.
Participants represented diverse stages in their careers. Some were just starting out, creating their first collections and dreaming of launching their own labels. Others had established brands, with loyal customer bases and clear creative identities. What united them was a shared commitment to growth and a belief in the potential of Botswana’s fashion industry to shine internationally.
