Betselot Zewge the creative force behind Zemenay, an avant-garde fashion house in Ethiopia for plus-size women, has been passionate about fashion since childhood.
Supported by her parents, she evolved from sketching designs in fifth grade to mastering the entire design process by twelfth grade. Despite briefly considering architecture, her dedication to clothing design solidified her career path.
Determined to pursue her passion for fashion, Betselot enrolled in fashion school to delve deeper into the intricacies of the craft. Complementing her practical skills with theoretical knowledge, she pursued a degree in Marketing Management, recognising the pivotal role marketing plays in the fashion industry. Despite her education, Betselot struggled to find her niche in the competitive world of fashion until 2017.
In a serendipitous encounter, a plus-size client approached Betselot with a request for a custom design. This pivotal moment sparked a revelation for Betselot, igniting her desire to create a brand that catered to the underserved plus-size community. Driven by a mission to support plus-size individuals and instill confidence, Betselot founded Zemenay, a brand dedicated to celebrating diversity and inclusivity through fashion.
Establishing Zemenay as a pioneering plus-size brand presented formidable challenges, particularly in carving out a market niche. However, Betselot’s fortunes took a decisive turn when she stumbled upon the Creative DNA programme by the British Council—a transformative experience that would shape the trajectory of her brand.
Describing the Creative DNA programme as unparalleled in its impact, Betselot credits the initiative with providing invaluable networking opportunities and opening doors to untapped markets. Through the programme, she participated in prestigious events such as CANEX (Creative Africa Nexus) in Egypt and the Hub of Africa Fashion in Addis Ababa, garnering international recognition for Zemenay.
The ripple effects of Betselot’s participation in the Creative DNA programme were profound. Zemenay gained global exposure, with features in esteemed publications like Vogue Italy and USA, catapulting the brand onto the international stage. Additionally, Betselot secured a coveted spot on an international UK e-commerce platform, further expanding Zemenay’s reach to new audiences worldwide.
Betselot’s ambitions for Zemenay are boundless. Armed with newfound visibility and momentum, she plans to elevate Zemenay into an internationally renowned brand. With the imminent launch of a new store in Addis Ababa, Betselot is poised to make an even greater impact within the plus-size community.