Urban World

Designer Focus - Chichia London

Chichia London is a fresh and exciting new womens wear label.  Christine Mhando the designer, believes being born in Tanzania and raised in London has given her an ecclecic sense of style. Stacie Pierre-Louis caught up with her recently to find out more.


Hey Christine, tell us more about your collection?
My collection is about African fabrics that have a fresh look, so that the younger urban generation will be attracted to the clothes.

Who do you have in mind when creating your clothes?
I market my designs toward women in their early 20’s. These women are daring and have busy lives so they want to feel glamorous yet comfortable.

Describe your designs in three words.
Eclectic, colourful and timeless.

What inspires you?
I love London and enjoy people watching. There are so many creative outpours from all the different tribes, which I think is amazing. I especially love London Urban Style.

Describe your personal style.
I like mixing and matching one off vintage pieces with high street finds. What I wear very often depends on how I feel on that particular day.

Do you feel pressured to look a certain way because you are a designer?
No. I have never felt I needed to fit a particular mould.

Why is it important to have our personal style?
A person’s style demonstrates their personality. You present a face to the world by what you wear and people judge each other around that. It’s about having fun with clothes and not taking it too seriously. I believe you can be anyone you want to be for a day and should not necessarily limit yourself to any one particular look.

Why did you start designing?
I studied fashion design and graduated in 2002. I have worked with high street designers and decided to start my own label about a year ago. Initially there were some challenges, but there has been a real growth and I have learned so much. Getting positive feedback and compliments from clients keeps me going.

What have been the obstacles?
If I am honest, there are many. The obstacles range from finding outlets to sell my designs, to getting access to finance. Financial backing is so important because it can help catapult a brand to its full potential. Designers need funding to buy fabrics, trims and to promote a collection.

What do you enjoy doing in your spare time?
I love Sushi and spending time with my loved ones.

What’s next for you as a designer?
I want more exposure for the brand and to take part in more fashion shows.

Check out soul singer Jody Watley commenting on Christine’s designs in her recently updated and popular blog. http://jodywatleyblog.blogspot.com