Overview and Market analysis
Fashion plays a very fundamental part of human culture and identity and plays an influential role in our social life. “The global fashion industry is conservatively estimated to be worth over US$1.3 trillion which is even more than the pharmaceutical industry worth only of about US$880 billion” (Thought Economics, 2012) Seychelles fashion has been greatly influenced, by the European culture, especially “from France via Mauritius were man mostly wore, wigs, ruffled shirts and jackets, and women wore long dresses with layers of petticoats (Ministry of Youth sport & Culture, 2017). The Seychellois culture has always open to adopting new looks over the centuries up to now, switching from one cultural identity to another. Fashion brands plays a key role in showcasing who we are as a culture, and has the potential to keep an eye on the past, and one towards the future.
Fashion brands in Seychelles are very few, and lacks the international visibility and that reflects our own culture. Among the few local fashion designers very few has had the opportunity to penetrate the international market to show case Seychelles fashion. “Katiti Seychelles” (KS) is one of the few brands that has had the opportunity to be recognized on an international platform, and feels that it is now time to turn it into an international brand for the Seychelles. Katiti Seychelle (KS), is a local Fashion Brand which was launched in December 2017, and now presents a second branch of business called Katiti Modelling Agency (KMS) formed in October 2020.
Katiti Modelling Agency (KMA) a registered agency has opened its door to a group of 50 motivated Youths who aspire to become models. We undertake diverse of activities to aid in building their self- confidence, to become more responsible citizens, help them live their dreams as a model in addition it also deters them to partake into negative influences or social ills.
Katiti Seychelles (KS) has continued to leave a Legacy in the Seychelles. KS has been featured on all the Local Media Houses & Production, and also on the international Level like Accra Fashion Week and Africa London Fashion Week.
MISSION
We exist to increase the visibility and awareness of Seychellois Designers and Models by providing a Show casting platform and facilitate access to international Market. We support and nurture the Seychellois inspired fashion designers and models, thus creating a more sustainable market.
OUR GOAL
- To promote and represent Katiti Seychelles Brand on the Local and international Level, giving more visibility to Seychelles
- To develop local and international career opportunities for both designers and models within the fashion Industry.
- To Valorize Modelling and the Fashion Industry in Seychelles
- To Create opportunities for individuals to become resilient trough modelling, fashion and other art forms, and promote the Cultural heritage attires of Seychelles
- To engage with Seychellois Youths and provide them with the necessary platform for their capacity building within the Fashion Industry.
Team
Johanna DidonCreative Director
Nahil Magdalena AccoucheModel Coordinator
Bj SentibanezMedia DirectorCEO and Creative director of Africanfashiontv... Read More
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Nelson DidonEvent CoordinatorA Teacher by profession and also a graphics Designer... Read More
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Denis Rose Choreography DirectorChoreographer and Dancer from the school of performing arts Seychelles/ cultural department Seychelles... Read More
About Johanna Didon
Johanna Didon can be described as a talented Seychellois. Born in Victoria, Mahe Seychelles, and raised at cascade, she is trying to put all her God-given gifts to better her own life and at the same time help her family and the community.
Biography
Mrs Johanna Didon (Nee Riage), 53 years of age, a teacher by profession. Born in a family of eight; three girls and five boys and she is the sixth child in the family. Married to Nelson Didon and have three sons. Went to school at cascade up to Primary 9, and then went to (NYS) National Youth Services (NYS) for two years. After the NYS, she followed a three-year course in fine arts at the Seychelles polytechnic whereby she was successful in doing her ‘O’ and ‘A’ level in fine arts. As life was then hard at that time and as her family were struggling to make ends meet, she refused to continue her studies in a diploma course. Instead, she applied to become an Art Teacher with the Ministry of Education and was accepted. After one (1) year of teaching she went back to do her diploma in teaching.
After successfully completing her diploma 2 in Education at the school of Education and Community Studies, she was re-employed by the Ministry of Education as a Secondary Teacher. She’s been in the teaching profession for seventeen years. Apart from her teaching, she was also a Head of Year (H.O.Y) whereby she had to deal with the misbehaviour, misconduct of the students and other issues which leads to warnings and suspensions which she had to issue to the students.
Even if she was in the teaching profession, at the same time she was doing her business in sewing after her working hours. Apart from being a teacher by profession, she is also a Seamstress and a fashion designer. She has participated in several fashion shows with her reputed collections. Have contributed/sponsored wears for several pageants like Miss Seychelles, Miss Regatta, Miss Creole and many more. Even though she is no longer in the teaching profession, she is still helping the Ministry of Education on a voluntary basis to help train some TVET (Technical vocational educational training) students of Secondary 4 and Secondary 5 and also accept post-secondary student on work attachment to teach them the skill they required/needed.
She started sewing at a very young age and launched herself in business at the age of 11 years of age. she recalled sewing a dress for her school teacher, and with that money she helped her mum to put food on the table as her mum was not earning much as a cleaner at the Cascade Primary School and her father, who was a fisherman was not contributing much to help the family either.
Actually, she is a well-respected and reputed entrepreneur and have her own workshop. With pride she explained that she self-taught herself in sewing. She is well versed in sewing all types of clothes, for both men and women. Early in December 2017 she launched her clothing fashion brand under the name ‘KATITI SEYCHELLES’.
She participated in Accra Fashion Week in Ghana in 2018 and participated also in the first Seychelles Fashion Week the same year. In 2019 she participated in the second Seychelles Fashion Week and in the Africa London Fashion week which was held in London whereby she promoted Seychelles and its culture, and at the same time promoted herself with her brand ‘KATITI SEYCHELLES’. She won Best Designer in the Fashion design category in the Seychelles Art Award 2019. In 2020 she registered her own Modelling Agency, named Katiti Modelling Agency which comprises of about 80 Models.
Mrs. Didon stated that her future plans, vision is to bring Seychelles fashion to an international level. She is also the Founder and Vice Chair on the Katiti Empowerment Association
She quotes ……A dream does not become a reality through magic; it takes sweats, determination and hard work is the most important key to success. Without being willing to work hard and put everything into a venture, business success is nearly impossible
She explains that some great essentials to success are perseverance, passion, sacrifice, drive, devotion, willingness and determination and most of all, love what you are doing.