Ethiopian designer uses traditional techniques in fashion design

(9 Apr 2006)
1. Sara Abera, designer, dressing mannequin in sewing room
2. Various of Abera dressing mannequin
3. Young lady wearing shawl with traditional ''tibeb'' border
4. Various close-ups of tibeb design
5. Wide of group of ladies standing with their sheep wearing shawls with tibeb border
6. Close-up of ladies wearing shawls with tibeb
7. Various of three ladies standing outside shop wearing shawls with tibeb border
8. Various of cushions in Abera''s studio
9. Close-up cushions
10. Various of silk ''table set'' laid out on table in atelier
11. Wide of Abera in office talking to colleague
12. Abera in her office
13. Close-up Abera flicking through her design book
14. Various of designs
15. Exterior of Abera''s shop
16. Various of inside Abera''s shop
17. SOUNDBITE: (English) Sara Abera, Ethiopian Fashion Designer:
"It''s the world, the international market also looking these days for something with a human touch, something which has a story behind it, something which is made by hand, it''s just the trade of the market also leads you to concentrate on handmade things."
18. Close-up of weaver touching pattern he''s created
19. Close up of strip of silk woven in to pattern
20. Mid-shot of female worker sitting and spinning cotton
21. Various of female worker spinning cotton
22. Wide of the sewing room with ladies working
23. Various of ladies working in sewing room
24. Piece of woven material on table in sewing room
25. Pan down of bright orange suit on mannequin - created by Abera
26. Wide of three male weavers weaving
27. Close side-shot of weaving
28. Front shot of one male weaver
29. SOUNDBITE: (English) Dr Tekie Alemu, Head of Economics, Addis Ababa University:
"If you want to compete with countries like China or India or the United States, whatever country, you have to be able to sell your products at a comparable price, or a cheaper price. In order to do that you have to be able to produce it by the time you need, the quality that you have - in producing this item - would have to be reduced. In order to do that you have to improve the skill of the workers, you have to use technologies that are efficient, technically speaking, so if you do that there is no reason why you cannot compete."
30. Wide of shops selling cotton clothing and blankets
31. Mid-shot of shops selling cotton clothing
32. Close-up of shop window full of cotton clothing and blankets
33. Mid-shot of dresses hanging up for sale at outdoor market stall
34. Various of Abera inside her stockroom
36. Abera queuing for lunch with weavers at her workshop
37. Female cook serving traditional Ethiopian food
38. Various of Abera eating lunch
39. SOUNDBITE: (English) Sara Abera, Ethiopian Fashion Designer
"If I go to a big (buyer) like Harrods - you know, I just go to the office, I try to send an email, no-one answers my email. (So) I just went physically, holding my things, "oh the buyers are busy now, do you have contact with her before, do you know her name". I don''t know the name, I just know the Harrods, and know the maybe John Lewis, and so I am frustrated and I just couldn''t get through, and that really frustrated me. Why I should know someone, why they don''t see the product themselves, whether it''s to their standard or not. Why they don''t be a judge, why don''t they just all the time helping us, sending us food and sugar and all this, why don''t they buy our product and help these people, that makes a lot of change."
40. Various of Abera at her office
41. Close-up of writing on box "Sara Garment Designers"
42. Close-up of writing on box "Land of Exotic Designs"
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