Ghanaian fashion designer Mina Evans-Anfom is a fine example of the many talented young designers responsible for the boom in African fashion today. She's the founder and creative director of luxury brand Mina Evans, which, within months of being launched, saw her styling celebrities like singers Tuface Idibia and Becca.
Her first collection, launched in 2010, was called Jewels and Tulle. A great success, with the menswear shirts being particularly popular. The label has since grown rapidly, and Mina Evans recently launched her 2012 Spring collection, Terra Firma.
We decided to catch up with her for a brief chat about her collection and about African fashion in general.
TIA: You've recently launched your new collection, 'Terra Firma'. How is it different from previous collections, and what inspired it?
Mina Evans: Terra Firma is inspired by the Earth. I knew I wanted to use a textile that was synonymous with Africa but not necessarily a wax print. I did research on different forms of tie-dye, decided on the look I wanted and then started testing it on different fabrics and deciding on the colour palette. I chose those colours because of the name of the collection. "Terra Firma" is Latin for "solid earth" or "firm ground." We wanted to show that we are trying to build a strong foundation as a brand. We understand one has to start from the bottom up in business.
TIA: How would you account for your brand's outstanding success in such a short time?
Mina Evans: By carefully thinking out our strategy and making use of various social networks as well as developing business networks and contacts.
TIA: How long did it take you to put together and what was the most difficult aspect?
Mina Evans: This collection has been swimming around in my head for a while, but the whole creation process took about 3 months from start to finish.
TIA: For how long now have you been an established designer, and what have been the biggest stumbling blocks you've had to overcome in pursuing a career as a fashion designer?
Mina Evans: I have been an established designer for about 14 months. The biggest challenge I have faced is finding skilled labour, sourcing fabrics and dealing with the existing mentality as well as trying to change the perception of the image of a "designer".
TIA: What image is that?
Mina Evans: A lot of people still have a "seamstress" mentality; we are there just to make clothes and have basically no creative freedom. People are slowly warming up to the idea of designers, ready-to-wear, etc. [Editor's note, for anyone yet to visit Africa: It's quite common for people to go to a tailor or seamstress when they need a new dress or shirt. It's an old and well established industry across Africa.]
TIA: And the greatest joys?
Mina Evans: I enjoy seeing the love on my clients’ faces. They appreciate their pieces and you almost immediately see a difference in their posture, their mentality - they get more confident. This is what Mina Evans is about, so I'm excited that I am achieving my brand promise. I also enjoy when a collection is well received by the public and the media.
TIA: Where have you most enjoyed showing your designs, and why?
Mina Evans: I liked showing at FashionMist in London because I made new contacts and friends within the industry.
TIA: What was your experience of styling artists like Tuface and Becca?
Mina Evans: I really enjoyed it. It was a very fun shoot and Tuface is really open. A very nice person. 
TIA: How do you think the Ghanaian and African fashion industry has changed in the last 10 years?
Mina Evans: It has changed a lot. There is now a lot of creativity and innovation being brought into the industry. The designs are more modern and some of the designers are really going that step further to create pieces that are timeless and easily wearable.
TIA: And what differences do you see in African design when you compare what we're seeing now with what we were seeing 5 - 10 years ago?
Mina Evans: Some designers are being more adventurous with the wax print; they are pushing a lot more boundaries than before.
TIA: Why do you think more Africans in the diaspora and at home are adding more African designs to their wardrobe?
Mina Evans: I think it's because the designs are more modern, plus not all of the designers in the industry use the wax print in their designs. Africa is trending right now, so it’s a win-win!
TIA: What would you like to achieve with your brand?
Mina Evans: I would like to be successful within Africa and internationally.
TIA: Which advice would you give aspiring fashion designers?
Mina Evans: Build up your knowledge on the fashion industry, know your competition, brand your business well, ensure your product is up to par, and ensure you are visible to your target market. Also, ensure you understand how to run a business. If you don’t, then surround yourself with people who do.
TIA: Where can those who don't live in Ghana buy your clothing?
Mina Evans: By emailing info@minaevansonline.com. We are aiming to be stocked across the main cities soon.
TIA: Thanks, and good luck with the new collection.
