Smock has always been a powerful Ghanaian fabric, like that of Kente, but let’s just say it can be seen as the little sister of kente. Not as well branded and not so distinctive with it’s colours, but nevertheless is a pride of Ghana yet to be fully tapped into the mainstream market.
For the most part the smock fabric has only been used to make very traditional style dresses that are very outdated mainly embraced only by those in the rural areas. However, Gertrude Kunde-Kwallinjam saw it differently. She saw something that could be turned into a high fashion brand and run with it. She set up the brand smockyworld roughly 4 years ago in Northern Ghana. In her early days, the brand was main creating smart casuals for the odd northerner in the work place.
Fast forward to 2018, she made a conscious decision to sway more into gowns and high fashion looks. She made her first appearance on the runway at Accra Fashion Week Summer Harmattan 2018 with an outstanding collection filled with vibrant colours.
SmockyWorld is not the first fashion brand to put a smock dominated brand on such a platform or level. However, she business aesthetic, her passion to push the culture of the north and the growth of SmockyWorld, has excelled tremendously it is unbelievable and incomparable. And this was acknowledged at the GOWA Awards 2020. Gertrude Kunde-Kwallinjam left the hall bagging the Entrepreneur of the Year Award 2019.
Why this had a little more magnitude than her last award, FashionGHANA Honours & Awards 2019 for Best New Designer, is she was up against other female entrepreneurs from various sectors of the world. Gertrude’s hard work and success is definitely something that shouldn’t be overlook, this win for the mother of three should be an inspirational and motivational pact for all female designers and mothers.
See all images from the awards night below.