May 18, 2006
By Tammy O'Reilly and Shamin Chibba
THERE are several things that make Johannesburg a special place – and the City of Johannesburg is holding a design competition for its range of promotional merchandise that will capture all these features in one product.
"We are trying to stimulate new designs in the market. It gives young designers a platform to be exposed," says Linda Vilakazi-Tselane, the acting director of the City's economic development unit.
Fashion designers, artists and craftspeople over the age of 18 and living within the city limits are invited to register for the competition no later than Wednesday, 31 May. A R25 000 prize will be given to the winners in each of the three categories, with R10 000 for each of the second place winners.
The three categories are clothing or fashion; accessories like handbags, belts and jewellery; and functional goods such as soft furnishings, cutlery, crockery and postcards.
"Other than these broad categories, there are very few creative boundaries that participants need to work within," says Elsabe Booyens, the City's head of marketing.
The organisers and judges at the launch the City of Johannesburg's design competition
"Joburg is so diverse, which is the beauty of it," says Zanele Ndimandi, the administrator of the Fashion District Institute, who says the winning designers will have to capture this diversity.
The City has invited fashion and art industry leaders to judge the entries, and among the four judges are well-known fashion journalist and trend forecaster Dion Chang and author Adam Levin.
"Every metropolis in the world, like New York, has its own identity, and it is high time that Johannesburg does the same," Chang says. "And I don't see why they shouldn't because this place has enough or even more charm. I'm looking for something with irreverence – something tongue-in-cheek."
Levin, on the other hand, says he is looking for "iconography" and designs with flair. "Johannesburg branding is not just about the Hillbrow tower. We need designers to come up with something that reflects life in Johannesburg accurately and in a way that is appealing to those who will be receiving the merchandise."
And it is not only the winning designs that will be produced and distributed. The City will also consider those suitable designs that do not win to be included in its range of merchandise. The new range will be sold to residents, visitors and airport shops and used as promotional gift items by the City of Johannesburg.
"We know that our city is home to some of the most exciting designer talent not only in South Africa, but across the continent," Booyens says. "It is this artistic flair that we want to showcase through this competition to show the world that Africa is indeed on the creative cutting edge, right up there with the fashion capitals of Europe and the US."
About 40 designs have already been received and the City is looking for about 150 designs from which to choose the winners. Entries in more than one category are permissible but no more than three entries will be accepted from a person or group.
Looking for designs with flair: author and journalist Adam Levin is one of the judges
The winners will be announced at a gala event on 27 June.
Entry forms are available online. They can be downloaded and taken to Museum Africa by Wednesday, 31 May, or registration can be done by emailing Chantal stating your name, age, phone number, category of entry and the type of item you plan to design.
Alternately, entrants can send an SMS of their details to 082 857 2282, or call 011 37 1539.
For more information and the competition rules, click here.
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