Lioness Launch / Ethiopian ready-to-wear clothing brand, Kunjina, launches new concept collection — Lionesses of Africa

Kunjina, a unique Ethiopian ready-to-wear clothing brand that mainly caters to women within the age range of 25-40 and founded by Kunjina Tesfaye, is launching its new concept collection this month. The collection named UDET, a Geez word meaning cycle, is Inspired by Kunjina’s personal experience. The collection revolves around topics like fear, productivity guilt and growth. It shows the process of self-doubt, transformation and self-actualization using the metamorphosis cycle of a butterfly as a metaphor.

The Kunjina brand is known for narrating stories of inspiration on its garments using crafted details that have been passed down through generations. Kunjina uses handwoven and factory made cotton fabrics that are made in Ethiopia where the company is based. The new UDET collection is a conceptual project with an emphasis on creativity.

Speaking about the launch, founder Kunjina Tesfaye, said:

“I wanted to fully capture, interpret my idea as fully as possible. The outcome became a multi-media fashion show in which I explored each medium to enhance my expression. The collection has three stages; the caterpillar, the chrysalis and the butterfly. The first stage is where self-doubt and fear originate. Bold use of darker tones with a subtly used red were used to reflect my teetering struggle with sadness and confusion. The second stage is the chrysalis where the alchemy or transformation begins. In this stage, white has been used to reflect purity, alone time and rebirth. The use of bold colors such as red and orange mark the third and final stage — the butterfly’s self-actualization, confidence and freedom. By telling my personal story as I through these stages, I also want whoever is going through the same stages to feel seen. I want them to know that dark times lead to something so beautiful.”

The new UDET collection was officially launched at a special event on 17 June 2022. It was an exhibition where Kunjina showcased the clothes on mannequins. The launch event also featured large prints of the photos, a screening of a short movie, a 3D runway, and a gallery wall that walked everyone through the process of making the collection.

Speaking about her personal inspiration for the new collection, Kunjina said:

“While I was going through my own metamorphosis – which, by the way, is recurring – I thought I was the only one. After hearing others’ stories, I learned two things; that I wasn’t the only one, and that I too, by sharing my own story, could tell others that they are not alone.”

To find out more about the new Kunjina collection, send an email to: kunjinatesfaye@gmail.com or visit the company website and social media platforms:

WEBSITE | FACEBOOK | TWITTER | INSTAGRAM