South African designers are set to make an impact on the international fashion scene as 20 top designers head to Africa Fashion Week London (AFWL) next month.
For the first time since the week’s inception in 2011, the KZN Fashion Council has called on fashion designers to apply for the sought-after positions, which will see them head to London for the two-day show.
KZN Fashion Council, a non-profit organisation which supports the local fashion design sector, partnered with the KwaZulu-Natal Department of Economic Development, Tourism and Environmental Affairs, as well as eThekwini Municipality’s Economic Development and Investment Promotion Unit, to support designers and fund the trip.
“We wanted designers who had businesses operating for at least a year, manufacturing clothing and accessories that were export-ready,” said Nomonde Masoka, the acting managing director of the KZN Fashion Council. She was speaking at the media launch in Durban on Tuesday.
The 20 candidates – two from Johannesburg, three from Cape Town and the remainder from KwaZulu-Natal – underwent a training programme focused on breaking into the international export market.
Each designer will get to showcase two “looks” based on this year’s Afrocentric theme at a two-day exhibition and runway show.
“The beauty about fashion week is that the designers get to create designs that are Afrocentric with a look that is infused with European styles,” Masoka said. “This is also a unique platform to network and export their designs.”
eThekwini’s deputy mayor, Nomvuzo Shabalala, encouraged the candidates to put “South Africa on the international fashion map”.
She said the local fashion industry should be supported by the public as it was intended to revive the local textile and garment industry and create jobs in the design field.
“Since early 2000 the clothing and textile industry has declined in eThekwini,” said Shabalala, adding that thousands of jobs had been lost in the process.
“eThekwini used to be the hub of the textile industry and we want to revive this.”
She called on the designers to take full advantage of the opportunity.
Shauna Neill, owner of Blossom Handmade, will showcase her jewellery at the fashion week for the first time.
“I am collaborating with fashion designer, Tarryn Shepherd, of Rooi Rok Bokke, so I will be accessorising the models,” said the Mount Edgecombe business owner.
“It’s been a fun process. I’ve been inspired by the colours, shapes and fabric.”
She said this was a fantastic platform to expand her business and showcase what KZN has to offer.
Zandile Bulose of ZandyB Designs will be attending the week in London for the second time, having exhibited in 2013.
“It was such an exciting experience. The German buyers really liked the shweshwe designs and I did quite well.”
Bulose said this time she would supply more plus-size garments as this was what the buyers were looking for.