Shema Fashion accompanies Schweppes re-launch

By our staff reporter

Fashion Ethiopia adorned the re-launch ceremony of Schweppes tonic to the market with traditional cloths, which was held at Addis Ababa Hilton.
At the occasion 11 top models of the country took part including Tsedey Tsegaye, Miss Addis Ababa for the year 2003.
The nine ladies and two gentlemen modeless wore to show the country’s fabulous cultural garment, shema, which is designed to cope with the modern ones and to magnetize youths who are blamed highly overwhelmed by western styles.
The three judges finally crowned Tsedey Tsegaye to be Miss Schweppes. Tsedey, who was also Miss Addis 2003, will be official promoter of Schweppes products in every promotional works.
Fashion Ethiopia, established two years ago by two young Unity University College under graduate students, had staged a fashion show at the Sheraton Addis a month ago.
According to Mekonnen Yilam, Co-owner of the company, the organization’s main aim is to make Ethiopian traditional clothes popular like every other African country did promoting their culture worldwide.
Mekonnen also said that as part of their activity they would have a tour to Kenya and Tanzania in the near future. “which, we intend to promote ‘shema;’ to other African countries.” he added.
A dress, which is made from a combination of jeans and shema, attracted the audience at the occasion.