Elina Mwasinga, a Malawian fashion designer, is making a name for herself in an industry that is still growing in the country.
Operating under the name Chino Arts, Elina has created a unique space for herself in the world of fashion, starting from humble beginnings.
From a young age, Elina was fascinated by fashion. She remembers making dresses out of plastic bags as a child, using stones to hold them together.
“Ever since I was young, I have been fascinated with creatives and creating business ideas,” she told ProjectM.
As she grew older, her love for fashion deepened and began drawing sketches of outfits.
She is mostly self-taught, learning from YouTube videos and a short, one-month training in tailoring.
In her second year of college, Elina began her journey as a designer, focusing on jewelry and accessories.
She then connected with other designers through the Theophilus Fashion Team, a collective that placed in the top ten of the 2015 Fashion Malawi Upcoming Designers Competition. This opportunity taught her more about the fashion business.
“I rebranded my business to Chino Arts and started operating in a shop,” Elina says.
Her business also became a social enterprise, using art and fashion to create change in the community through skills training and collaborations.
Despite facing challenges, such as the lack of locally produced fabric and limited resources, Elina has seen her business grow.
“I have made so many gradual strides, and my progress is more about learning and growing than just making money,” she shares.
One of her proudest achievements was receiving grants for projects like menstrual hygiene and women’s empowerment.
She’s also had the chance to work internationally, including attending the UNLEASH Talent Innovation Lab in 2019 in Shenzhen, China, and collaborating with Project Sally, a Japan-based organisation, to empower communities through arts and innovation.
“I am very happy that we are now realising it’s high time we start wearing our own brands,” Elina says.
Reflecting on the growing interest in Malawian fashion, she believes that, although the industry is still developing, it is slowly but surely growing.
“Fashion takes time to grow, but we are slowly getting there,” she adds.
Looking ahead, Elina envisions her brand expanding both within Malawi and internationally.
“This is a career for me; I dream very big. I see my designs everywhere in Malawi and beyond,” she says.
She also plans to turn Chino Arts into a non-profit social enterprise to help more people through arts and community programmes.
Elina encourages young people to use their skills for entrepreneurship.
“Start where and with what you can. Do not wait for when it feels like it makes sense or you have it all figured out,” she advises.
“Develop that ‘I can do it’ attitude and invest in more knowledge about your business.”
Malita Kang’ombe, one of the people she has trained, has hailed Elina for her trainings.
“I am really grateful for the trainings. The trainings have really helped me to be independent as I now operate my own business,” she said.
