…35 local brands nominated for awards
…consumers urged to wear eswatini
…local creativity set for global market
BY NELIWE NGUBANE
EZULWINI— The journey to making Eswatini’s fashion, furniture and art visible on the global stage must begin at home, with Emaswati choosing to wear, buy and celebrate their own creations.
This was the message from Her Royal Highness Princess Sakhizwe Dlamini during the IP RUNWAY: THE BUSINESS OF FASHION, FURNITURE & ART, held today at The Royal Villas, as she called for greater support of local brands and creative excellence.
Princess Sakhizwe revealed that Eswatini is now one month away from the Made in Eswatini® Consumer Choice Awards, which were recently launched by the Minister of Commerce, Trade and Industry.
She said 35 local brands have been nominated by consumers across the Fashion, Décor, Artisan and Leather categories, highlighting the growing recognition of local creative businesses.
Voting is currently underway through the Made in Eswatini® platform, with the awards ceremony scheduled for Thursday, 17 September 2026, at Hilton Garden Inn, Mbabane.
The 2026 awards carry the theme “IMAGINE THE IMPACT”, which Princess Sakhizwe said challenges consumers, businesses, institutions and leaders to consider what could happen if they intentionally supported local excellence.
WEAR ESWATINI
Taking the philosophy directly onto the awards runway, Princess Sakhizwe said guests would be encouraged to wear bold and inspiring local designs.
“Because ultimately, we cannot ask the world to wear Eswatini if we are not willing to wear Eswatini ourselves.”
She called for local fashion to become more visible and desirable while forming part of the Eswatini identity presented to the world.
Princess Sakhizwe also highlighted the importance of international market knowledge, commending His Majesty for appointing a diplomat with international experience as Principal Secretary in the Ministry of Commerce, Industry and Trade.
She said Eswatini’s ambition should extend beyond designing locally to producing products that meet international demand.
“We must design what the world wants to buy.”
A GLOBAL STAGE FOR ESWATINI
Princess Sakhizwe said her aspiration was to see international visitors come to Eswatini not only to experience its culture and heritage, but also to discover, commission and purchase local fashion, furniture and art.
She painted a picture of a future where an Eswatini fashion brand could be mentioned on the Oscars red carpet, a local artisan could be commissioned to produce furniture for a luxury hotel in Monaco, and a Swati fine artist could have their work displayed in homes, galleries and collections around the world.
She said this vision represented the kind of Eswatini the country could build together.
The Princess concluded by expressing confidence in the country’s creative potential, reminding stakeholders that Eswatini already possesses the essential ingredients for global recognition.
“Eswatini has talent. Eswatini has creativity. Eswatini has a story to tell.”
Her remarks placed local consumer support, international market readiness and creative ambition at the centre of Eswatini’s journey towards building globally recognised brands.
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