New face for SA Fashion Week
Chandrea Gerber
26 July 2004
Oscar winner Charlize Theron is the face of this year's L'Oreal Paris South African Fashion Week, which sweeps into Johannesburg a month earlier than usual with over 30 collections from established as well as up-and-coming South African designers - and opens its doors to the general public for the first time.
SA Fashion Week takes place at the Sandton Convention Centre from 29 July to 1 August, a month earlier than usual, to strengthen the local fashion industry and match local consumer trends - rather than the schedule of international shows.
"It's fantastic that we're finally developing a sustainable South African fashion scene with its own distinct style", says Fashion Week programme director Dion Chang. "That's what should dictate when we hold South African Fashion Week - not what's going on in Europe or America."
This year, for the first time, the event will be open to the public. There will be more than 14 shows - with about 500
seats at each show - which means that thousands are expected to attend.
Theron, as the face of the event, will underscore its South African flavour and help promote local talent to the international market. Whether or not Theron attends in person, say organisers, she will send a message from the US to those present.
Showcasing local talent
In the past, SA Fashion Week has been held at the end of August - just before the big international collections are launched in the fashion capitals of the world: New York, Paris, London and Milan.
But the organisers realised that SA Fashion Week's market is largely local. And their research suggested it be held earlier.
"The past few years have seen an explosion of local design talent and an enthusiasm from the bigger stores in South Africa to buy local", says Chang.
Most of the designers, buyers and journalists who attend the event are local - and the event itself caters for a
South African market - so the new date will further the development of a South African fashion trend in buyers too.
"We're here to help the local industry develop and thrive", Chang adds.
Designers can now show their summer collections in time for buyers to get them into shops at the beginning of summer - as well as into the October/November editions of fashion magazines. This is when people buy their summer wardrobes, not in December, when the season is over.
"SA Fashion Week is about the business of fashion", says Chang. The involvement of the departments of trade and industry and arts and culture will entrench this further.
This year's event will, for the first time, include seminars by top speakers from the international and national fashion world, as well as workshops to facilitate contact between local designers and major South African chain stores. There will also be a trade exhibition.
A kaleidoscope of
talent
Some of the more than 40 designers participating in SA Fashion Week are: Stoned Cherrie, Julian, Amanda Laird Cherry (showing with Life by Andre Martin), Ephraim Molingoana, Darkie (by Themba Mngomezulu), Karen Monk Klijnstra, Goddess Factor, Black Coffee, Clive Rundle, Maya Prass, Ruby, Franz Gabe, David Tlale and Palesa Mokubung.
The SA Designers at Woolworths show will feature fresh collections from three top designers - Stoned Cherrie, Maya Prass and Native (by Craig Native) - making Woolworths the first local chain store to commission exclusive ranges from local designers.
The Bling Bling Show, presented by African Pioneer Mining, will illuminate new couture from Ruby, Ephymol (by Ephraim Molingoana) and Julian. Their work will be accompanied by new jewellery pieces from some of South Africa's top jewellery creators, including Ayanda Dludla, Ramona Mdlalose and Visha Naidoo.
The Moët & Chandon Couture Collection, presented by Franz Grabe
Flower Couture in collaboration with Colleen Eitzen, is another first for SA Fashion Week. Grabe's creations are groundbreaking in that he only uses organic materials, such as flowers, leaves and plant extracts, for his outfits.
The Elle New Talent Show will again feature new collections from promising new designers. David Tlale, last year's Elle New Talent winner, will also present his new summer collection.
The SL Magazine Show will feature Jenna Engeldoe, the winner of the 2003 Smirnoff Fashion Awards, as well as work from LISOF, Pulsate and Willie Ndatila.
Durban Poison will feature cutting-edge work from Durbanites such as the Holmes Brothers, Ruff Tung and Leigh Schubert. For men's wear, there is Ghetto Star's urban gear, Register 7 and Paul Munroe's first men's wear collection.
Fashionista Heaven at the L'Oreal Paris Couture Finale, which is the responsibility of Black Coffee (by Jacques van der Watt) and Clive (by Rundle), will end SA Fashion Week
on a "must be seen at" note, say the organisers.
A limited number of tickets for SA Fashion Week collections and activities are on sale to the public. The cost of a show is R100, with entrance to the exhibition included. Access to the exhibition only costs R50. Tickets are available through Computicket.
For more information, visit the SA Fashion Week website.
Source: City of Johannesburg
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