The Power of Prints

Joy Kamau is a designer with a vision. Her goal is to update the modern take on what it means to wear print, creating artisanal and authentically crafted designs. A delightful soul, the founder of Tribal Twist has a desire to empower the wearer of her clothing, boosting overall mood and making them feel unique.

“I got inspired from my home country of Kenya, especially within the Maasai tribe,” says Kamau. “Prints are just a way of life there.”

From vivid reds, dramatic jewels, emerald greens and cool browns, Kamau brings you back to the scheme of nature. Her earthy tones echo a wild and tropical theme.

RKC Launch Tribal Twist photo courtesy of Sissey 

According to a Key Print Core S/S 20 WGSN report, the trend is being renewed again with an artistic hand. “Artistic prints increased by 22% YoY on S/S 19 catwalks and also featured heavily at Comocrea S/S 20. Expressive strokes and painterly marks are the perfect way to update the ongoing animal print craze.”

From the resort Hawaiian themed shirt to nautical and traditional indigo patterns with controlled markings, prints have been hitting the catwalks and are back, bigger and bolder than ever.

Duro Olowu, another brand who also exemplifies this style, is a popular collection mixing the modern with a twist of bright vivid patterns and classy prints. The collection recently displayed an array of their AW 19 “Cosmopolitan Chic Afrique” during London Fashion Week.

“I think Duro Olowu’s style is nothing short of amazing,” says Kamau. “Since I was a young girl, I knew I wanted to work in the fashion industry. I just didn’t know how I was going to make it happen. When I was 18 years old I received a sewing machine and began making pieces for myself. Soon friends and family were asking for my pieces. And this is when Tribal Twist was born.”

RKC Launch Tribal Twist Joy Kamau photo courtesy of Sissey 

Kamau was inspired to create the collection after seeing a lack of ‘tribally modernised’ clothing for easy access. Drawing inspiration from her root heritage, she collected research during her final school project which sparked ideas for her brand while in her hometown of Nairobi.

https://www.instagram.com/p/BbwufbsnoCN/?utm_source=ig_embed

And her favourite piece from the collection?

“My all time favourite a dress we named Grace, which is after my mother, simply because it is inspired by her grace, love and style.”

Kamau says we could encourage diversity in the fashion industry by creating more opportunities for individuals from different backgrounds. And Kamau is keen to support others. “A tip that I would like to give to an aspiring designer just starting out is to just be persistent. Persistence is key. No good and lasting thing is made in a day. Put God first and let him guide your steps.”

RKC Launch Tribal Twist Joy Kamau, photo courtesy of Sissey 

Have you got a knack for all things print? Perhaps you’d like to discover some amazing designs yourself. Visit the London Print Design Fair on March 26 and 27, 2019, the leading industry trade show showcasing brilliant prints and vintage wear, also known as the quintessential place to get inspired. Everything from citrus tropics, boho paisley and countryside themes were seen during last year’s showcase, so you are sure to find something you fancy.

And as Kamau believes, expressing yourself with print should be something fun, making the consumer themselves feel like a work of art. Go ahead. Experience the power of prints for yourself.

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This post has been published by _shiftLondon.org, a University of the Arts London student news website which you can also view here: https://www.shiftlondon.org/fashion/the-power-of-prints/

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