Lynne Kayenne Studio - Debut Collection 2020
Lynne Kayenne Studio is a contemporary womenswear brand founded and designed by Linda Khumbanyiwa. Lynne Kayenne Studio utilises Malawian heritage, culture and craftsmanship to create tailored garments for fashion lovers across the world. At Lynne Kayenne Studio our goal is to build a profitable business whilst also ploughing a percent of the profits back into our community to empower women as well as supporting the youth in the creative sector.
Shop here https://lynne-kayenne-studio.afrikrea.com/en
Instagram. https://www.instagram.com/lynnekayennestudio/
More about the Designer and the Brand
HOW LONG HAVE YOU BEEN INTO FASHION DESIGNING?
I started drawing designs for clothes when I was a teenager but I have only been professionally designing for two years now. In 2018 I was commissioned to create a collection for a London multi disciplinary shop which specialised in African designs. I was so excited to share my Malawian point of view and use chitenje fabric in the designs but sadly the deal fell through. It wasn’t until I was stuck in lockdown and was having a conversation with a friend who said Malawi is only known for poverty and its association with Madonna. This lit a fire in my bones to put together a collection that would showcase Malawi in a bright light and help tell stories about my homeland.
WHAT DO YOU SPECIALISE IN?
I specialise in womenswear and strive to curate a world where every woman regardless of creed, colour and background can enjoy Lynne Kayenne Studio design and feel their most beautiful. I want my clients to feel special, to feel noticed, to feel confident and on top of the world when wearing my garments. I have created designs that are inspired by “tailored culture”. I wanted to create beautiful, tailored, classic and flattering pieces that are neat, clean and crisp that transition seamlessly from day wear to night.
HOW CAN YOU DESCRIBE YOUR OUTFITS?
I would describe my outfits as pieces which are rooted in my culture and heritage but made to an international standard. The colour palette was influenced by how our world looks from space: I was into the deep blue and yellow hues you see in pictures of the earth. I did so much research including watching Nasa documentaries and read so much about how we look from space. The designs were also influenced by the high standard of tailoring I have been styling people in over the past ten years. I wanted to create beautiful tailored, classic and flattering pieces for women across the world.
HAVE YOU LAUNCHED THE LYENNE KAYENNE E STORE. WHAT HAS BEEN THE RESPONSE LIKE?
I have had an incredible response to the opening of my e-store. I managed to secure celebrity client, AJ Odudu who is a famous London based TV presenter to endorse my brand and have had lots of fashion editors contacting me to do features. South African, Asanda Sizani name me as a brand to look out for and I’ve also been endorsed by In Style Magazine’s Editor in Chief. We have attracted clients from across the world including the USA and Denmark and feel that the future is looking bright.
GOING THROUGH THE STORE, ONE SEES DIFFERENT OUTFITS MADE FROM ONE KIND OF CLOTH (CHITENJE) DOES THIS MEAN YOU ONLY WORK WITH THAT PARTICULAR TYPE?
I wanted to share a well curated capsule wardrobe that showcases my culture and heritage so used chitenje as it is our national wear and our daily uniform. It was important for me, to be authentic whilst creating the Look book in showcasing our Malawian fashion point of view even down to how we styled the hair. We worked with an amazing hair stylist called Zahra who you should check out on social media. I also worked with a brilliant make up artist & nail technician called MakeupbyTasha and a gifted young photographer called Ubwino. Cinematographer for the Look book “behind the scenes” film was done by Essim who is an extraordinary talent. It was so important for me to tell our story, working in locations that represented our roots and origins. I believe that our culture is the only thing the world cannot steal from us and this is why people are responding the way they are to the collection.
WHAT MOTIVATES YOU TO DESIGN A PARTICULAR OUTFIT?
The colour palette in this collection was influenced by how our world looks from space: I was into the deep blue and yellow hues you see in pictures of the earth. I did so much research including watching Nasa documentaries and read so much about how we look from space. However, the designs were inspired by tailoring culture in Africa as well as across the world. I love how powerful tailored pieces look I wanted to create as well as curate beautiful classic and flattering pieces for women across the world…….vibrant, neat, clean, crisp pieces that are easy to transition from day wear to night.
THERE HAVE BEEN PEOPLE IN THE PAST WHO HAVE COME UP WITH SAME IDEA; RUNNING AN E STORE BUT IT DID NOT SURVIVE. HOW DO YOU INTEND TO ACHIEVE SUSTAINABILITY?
Well, I have an aggressive PR/Marketing strategy which is directed at fashion lovers across the world. I also have worked in the fashion industry for 10 years as a model, blogger, and stylist for some of the biggest brands in the world so I am bringing a level of fashion knowledge and experienced that is unrivalled . I also think my intensity and level of exceptional customer service to my e- shop is unparalleled which I believe will propel us forwards. I also care about my customer, I want to know everything about them, like what her favourite colour is, where she likes to holiday? What are her hobbies? Of course, starting a new business is challenging however, the global fashion industry is worth 1.3 trillion dollars and 31 billion dollars across Sub-Saharan Africa and as young as the Malawian fashion industry is, I believe we have the talent and manpower to make a significant impact.
HOW READILY AVAILABLE ARE THE DESIGNS?
They are readily available but certain styles may take longer as they take more time to make. It’s so easy to shop at LKS, You go online, browse the store, shop and we ship worldwide https://lynne-kayenne-studio.afrikrea.com/en or if you require a Lookbook message me on Lynne Kayenne Studio and we will ensure you get one sent to you.
MAY YOU PLEASE EXPLAIN THIS. WHICH COMMUNITY AND HOW ARE YOU GIVING BACK TO IT? Philanthropy is part of our philosophy and core values at Lynne Kayenne Studio. We plough back a percentage of our profits to help empower women, young people and creatives in Malawi. At present we support a refugee camp, an orphanage and a youth hub. We want to support the youth in the creative sectors to chase their dreams and attain employment. As a creative growing up an being told the most important jobs in the world were accountants, doctors and lawyers it took away my confidence. My mission is to utiise my network of women influencers and fashion insiders to set up safe spaces for the girls to talk and map out their futures and dreams.
WHAT’S YOUR TAKE ON THE MALAWI FASHION INDUSTRY?
The success of Malawian fashion designers such as Lilly Alfonso, Melanie Rodel of Khala, Paola Maspero of Mayamiko, Miizu by Lille and Xandria and Miss Pearl shows that there is demand for contemporary and luxury Malawian designs. There is also demand for authentic compelling African stories that are rooted in culture and heritage. If you look at the fashion landscape across the world, other designers are looking to Africa for inspiration…..British designer Stella McCartney produced a collection in 2018 in Chitenje fabric and in 2020, Dior followed suit using the same fabric. Both of these collections illustrate the desirability and saleability of this unique fabric. I strongly believe that it is time that we, as Malawians maximise and leverage our heritage and culture in order to develop our country. The interest in my collection from international fashion editors shows that if you curate well, customers will come. I believe that there are no rules in fashion. Someone in our country could become the biggest fashion designer the world has seen.