July 13, 2006
By Tammy O'Reilly
THE Sanlam South African Fashion Week is 10 years old this year - more than enough excuse for all the extravagance the organisers have planned.
Having started as a team of just 10 designers under a marquee pitched on the then Sandton Square, the event has grown into being the country's greatest national fashion platform.
This year's event will showcase the full spectrum of the country's top up-and-coming designers, collections by established designers, a bigger and broader Arts and Culture seminar for the duration of the show and cocktail parties at the end of each day. There will also be more than 30 non-repetitive fashion shows and over 100 exhibition stands featuring creations by talented young designers.
The show will take place at the Sandton Convention Centre and other venues like the Afronova Gallery in Newtown and the Johannesburg Art Gallery, from Thursday, 27 July until Sunday, 30 July.
"The most incredible thing for me is to look back and see how much SSAFW has accomplished for, not only designers, but also the fashion industry as a whole," says Dion Chang, the show's programme director.
"It has grown into South Africa's premier fashion event incorporating designer collections, a trade fair, a seminar, as well as the largest designer and craft workshop in the world. The fact that chain stores now stock local designer labels is an indication of the impact SSAFW has had in the industry in the past 10 years," says Chang.
Sanlam SA Fashion Week also attracts buyers and agents from around the world and allows local designers, labels and brands to showcase themselves to an international market.
Taryn du Plooy has been selected as South Africa's MOTOFace, the prestigious title given to the figurehead representing SSAFW brand. The 19-year-old model and fashion design student follows in the footsteps of previous representatives Charlize Theron and Nonhlanla Gaza, and will feature in all the show's promotional material and campaigns.
"Our commitment to highlighting a South African woman as the face of SA Fashion is in line with our focus on developing and promoting the best of indigenous design talent," says director and founder Lucilla Booyzen. "Taryn is an exhilarating local beauty who reflects the stylish vibrancy of Sanlam SA Fashion Week."
In 2004 the organisers saw the need to provide seminars and focus groups to prepare up-and-coming designers for the fashion world. The national department of arts and culture works closely with SA Fashion Week to provide workshops in the areas of international trends and marketing, commercial sustainability, skills transfer and the history of fashion in South Africa.
Seminars will take place for the duration of the show. Day 1 deals with the business aspects of fashion, Day 2 examines the makings and allure of fashion, and Day 3 emphasises the importance of research in textiles. The final day's seminar is a summary of all the workshops.
There will be an impressive line-up of international speakers who will bring fresh perspectives and world-class expertise from fashion capitals like New York and Paris and academics will offer insight into the historical and cultural aspects of local fashion.
The show opening day highlights include collections by designer David Tlale, winner of the ELLE New Talent award in 2004 who is known for his bold daring designs, and Lunar Clothing popular for their toned down, classic and elegant designs.
On Friday, 28 July, Sun Goddess will unveil their new men's line entitled Sun Godd. That evening will also feature designs by Bongiwe Walaza, designer based at the Fashion District in the Inner City.
If you're looking for designs to suit the 21st Century man, designers Paul Munroe, Holmes Bros, Ephymol and Blasoen will deliver the goods on Saturday, 29 July.
Also making their debut on the runway this year are works by crafters and designers who participated in the Department of Arts and Culture Fusion Workshops held in all nine provinces earlier this year.
Tickets are R150 for all shows and R50 for exhibitions and are available at Computicket.
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