Zimbabwe’s national dress: Tourism asset for 2024

THE Zimbabwe national dress was officially launched on August 18, 2021 by the First Lady, Dr Auxillia Mnangagwa.

AS we step into 2024, let us celebrate this move and embrace our rich cultural heritage. May this new year bring unity, pride and prosperity to Zimbabwe as we showcase our beautiful national attire to the world.

Zimbabwe (formerly Rhodesia) was colonised by the British until it gained independence in 1980.

During the colonial era, traditional African clothing and cultural practices were marginalised in favour of European styles and customs. This legacy of colonialism contributed to lack of emphasis on developing a distinct national dress taste for Zimbabweans.

The arrival of European colonisers in the late 19th century brought about a fundamental shift in the social, cultural and economic fabric of Zimbabwean society.

This had a direct effect on the traditional clothing and fashion style for the indigenous people.

Colonisation led to an identity crisis for many Zimbabweans.

The colonisers imposed their own sartorial customs on the indigenous population, viewing traditional African attire as primitive. As a result, many Zimbabweans were pressured to adopt Western-style clothing, which led to a decline in the use and production of the traditional national dress.

The turning point for Zimbabwe

The introduction of the national dress is a vital step in reclaiming the country’s cultural heritage.

The First Lady, Dr Auxillia Mnangagwa, is playing a pivotal role in the promotion of the national dress in efforts to restore the country’s lost legacy.

Her involvement in the launch and promotion of the national dress is an endorsement of Zimbabwe’s cultural heritage. It is necessary to leverage on it as a tourism asset. The following are the talking points for the country’s national dress:

1. Cultural reclamation:

Introducing a national dress can be a way of reaffirming Zimbabwe’s cultural identity, which was suppressed during the colonial era. The national dress is a statement of pride in traditional values, customs and aesthetics that existed prior to colonisation.

The design incorporates elements that are rooted in Zimbabwe’s diverse cultural traditions. This includes traditional weaving techniques, embroidery styles and colour palettes that are distinctive to different ethnic groups within the country

2. Symbol of independence:

Adopting a national dress can symbolise the country’s independence and sovereignty, signalling a break from the cultural impositions of the colonial period.

The national dress serves as a visual representation of Zimbabwe’s self-determination and autonomy, a rejection of colonial influences and a reclamation of the country’s indigenous identity.

3. Historical resilience:

The national dress is a tangible representation of the resilience of Zimbabwean culture throughout the country’s history, including periods of colonisation and oppression. Adoption of the national dress fosters a sense of collective identity among Zimbabweans.

4. Representation on the global stage:

Internationally, the national dress serves as a distinctive marker of Zimbabwe’s cultural identity, offering a visual representation of independence and unique heritage. This will help to distinguish Zimbabwe from other nations and contribute to a more nuanced understanding of the country’s diverse cultural landscape.

5. Empowerment and self-determination:

The creation and promotion of a national dress empower Zimbabwean designers, artisans and craftspeople to showcase their skills and creativity while contributing to the preservation of the country’s cultural traditions.

On the whole, the national dress encapsulates the spirit of independence and self-determination, which is fundamental to Zimbabwe’s national identity.

As we march towards Vision 2030, I hope our judges and traditional chiefs will have local gowns that do not perpetuate the colonial mentality. Zimbabwe’s legacy, in terms of clothing style, must be restored. This will be our unique selling point in the tourism industry. ◆ Charles Mavhunga co-authored textbooks in business enterprising skills, and is currently studying for a PhD in Management at Bindura University. He can be contacted at: charles.mavhunga@gmail.com, Cell: 0772989816.