June Masterclass
JUNE MASTERCLASS
Création Botswana Hosts June Masterclass: “Lessons from the Field – From Story to Strategy”
On Monday, June 9th, 2025, Création Botswana welcomed designers, creatives, and members of the public to the National Museum of Botswana for the June masterclass titled “Lessons
from the Field: From Story to Strategy.” Led by internationally acclaimed media and fashion experts Émilie Gambade and Emmanuelle Courrèges, the masterclass marked a powerful beginning to an intensive week of training dedicated to storytelling, brand strategy, press relations, and digital communication.
The June masterclass—like all Création Botswana public masterclasses—sat at the heart of a broader educational programme. Throughout the week, beneficiaries engaged in hands-on workshops, deep-dive training, and practical exercises designed to strengthen their brand narratives and improve their market visibility. But it was the Monday masterclass that set the tone, offering clarity, direction, and rare insight from two of the most influential voices in contemporary African fashion storytelling.
THE EXPERTS:
Voices Shaping African Fashion Narratives
Émilie Gambade has spent her career at the intersection of fashion, journalism, documentary filmmaking, and cultural storytelling. Known for her sharp editorial vision and her ability to translate creative work into compelling narrative strategy, she brings deep expertise in shaping brand identity through words, tone, visual language, and media engagement. Her guidance helps designers understand not only how to tell a story, but how to ensure that story aligns with their business goals, customer expectations, and long-term creative vision.
With more than two decades of experience in global fashion journalism and African fashion advocacy, Emmanuelle Courrèges is one of the continent’s most respected champions of creative excellence. Through her agency, LAGO54, she supports African brands in developing press strategies, retail access, and international visibility. Her expertise lies in bridging creativity and communication, helping designers align their public image with the sophistication of their work.
THE PUBLIC MASTERCLASS: “Lessons from the Field: From Story to Strategy”
Held in the amphitheater of the National Museum, the masterclass opened with coffee and introductions before moving into a dynamic session that merged storytelling, press strategy, and brand communication. Attendees gained insight into:
- the role of authentic storytelling in brand identity
- how journalists and editors evaluate creative work
- the power of consistency in messaging
- why narrative is a business tool—not just a creative one
- how African designers can refine their stories for global markets
Both experts shared personal experiences from the field, case studies of successful brands, and candid lessons from decades of interviewing designers, producing editorial content, and shaping the public image of African fashion.
The masterclass concluded with an engaging Q&A session, followed by a networking coffee session where designers connected with speakers, peers, and fashion stakeholders.
THE WORKSHOP WEEK: Storytelling, Press Kits & Digital Tools
Designers learned how to craft strong editorial narratives, refine their brand tone, and create emotional impact through story.
This session explored the structure, tone, visuals, and information needed to build a professional press kit capable of attracting media, retailers, and partners.
- The Art of Storytelling with Émilie Gambade
- Press Kit Construction with Emmanuelle Courrèges
- Digital Systems for Effective Business Practices with Tamburai Chirume
This combination strengthened creative communication and operational effectiveness.
- Press Kit Frameworks (Courrèges)
- Digital Systems & Online Sales Strategy (Chirume)
Designers learned how storytelling connects to sales funnels, conversion, and online customer engagement.
- Business Model Canvas with Bonolo Moleme
- Sales Strategy & Selling Online with Tamburai Chirume
- Press Kit Framework Completion with Emmanuelle Courrèges
These final sessions helped designers refine their brand systems, strengthen strategic planning, and prepare for media exposure. The workshop week concluded with a wrap-up session led by the experts and the programme management team.
A Transformative Week Strengthening the Voices of Botswana’s Designers
The June masterclass and workshop series gave designers the tools to:
- build strong, market-ready brand stories
- communicate clearly across media and digital platforms
- transition narrative into strategy
- prepare press materials aligned with global industry standards
- strengthen business systems and customer engagement
Through the combined expertise of Émilie Gambade, Emmanuelle Courrèges, Tamburai Chirume, and Bonolo Moleme, the cohort gained a deeper understanding of how storytelling and communication can elevate a brand, drive sales, and support long-term sustainability.
The June masterclass proved that in fashion, story and strategy are inseparable—and when aligned, they become some of the most powerful tools a designer can wield.
