Models showcase their talents in summer resort wear for the coast at the Malindi Moda fashion show in Malindi town, Kilifi County. The show which attracted six models and seven designers is aimed at tapping into the rich cultural heritage on Malindi and attract tourists. Photo by Ben Okweingoti 
By Ben Okweingoti
The tourism industry in Malindi town, Kilifi County, is undergoing a vibrant transformation as fashion enthusiasts increasingly position the coastal town as a destination of choice for style, culture and creativity.
This new trend was on display during the Malindi Moda Fashion Show held at the Lions Luxury Eco Resort and Spa, where seven designers showcased a variety of creative collections to both local residents and visiting tourists.
Founder of the Malindi Moda Fashion Show, Imedla Vadazs, said the event was designed to place Malindi on the global fashion map, drawing parallels with established international fashion destinations.
“If people can travel to Milan for fashion and to Paris for fashion shows, then there is no reason why people cannot travel to Malindi for Malindi Moda,” Vadazs said.
She noted that the show brings together Kenyan designers producing handmade fashion pieces, alongside investors such as art galleries, with growing interest from audiences online and abroad.
Vadazs added that Malindi’s unique blend of culture, traditional wear and lifestyle gives it a competitive edge as a fashion and tourism destination.
“Malindi has so much to offer both residents and visitors. Through Malindi Moda, we are marketing the town as a destination of choice for fashion enthusiasts. My vision is to make Malindi the next fashion hub in Kenya,” she said, welcoming the national Hapa Ni Wapi initiative as a boost to local tourism promotion.
Her sentiments were echoed by Christine Omollo, Creative Director of Tomollo Fashions, a Nairobi-based fashion house that participated in the event.
“This is our second time showcasing at Malindi Moda, and it clearly shows how high the standards are and how big this event has become,” Omollo said, noting that the platform has helped designers market both their brands and Malindi as a fashion destination.
Local investor Tommaso Menini said Malindi’s rich cultural heritage has long made it an attractive investment destination, with the fashion industry now tapping into that history to draw more visitors.
“Malindi has been significant and relevant for hundreds of years. We invested here because of its deep cultural heritage, and anything that helps put Malindi on the map is worth supporting,” Menini said.
With fashion increasingly complementing traditional tourism offerings, stakeholders believe Malindi is steadily carving out a new identity as a cultural and fashion hotspot along Kenya’s coast.
