August 20, 2007
By Millicent Kgowedi
JOBURG Fashion Week kicks off in Soweto, the first time a major fashion event will be held in the township. And it will bring a number of promising young South African designers and plenty of fashionistas to the kasi.
The event will enable the City, as the official title sponsor, to position itself as one of the fashion capitals of the world, says Elsabe Booyen, director of marketing in the City.
Running over five days, the first day takes place at the Walter Sisulu Square of Dedication, in Kliptown, on Tuesday, 21 August. From there it will decamp to Mandela Square, in Sandton, for the rest of the show.
Joburg Fashion Week is organised by African Fashion International, which is also responsible for Cape Town Fashion Week and MTN Durban Fashion Week.
"It's going to be indoors, with a staging that is comparable with any other international fashion week," said Dan Pinch, one of the week's public relations officers.
Booyen described the City's sponsorship of the event as a gesture of support for the activities initiated by the Johannesburg Development Agency in the
fashion district.
The City hoped that its involvement in the event would go some way towards reversing job losses in the textile industry, turning fashion into a viable economic cluster again.
"We want to help give fashion designers who live in Joburg access to markets. Our involvement will help make the fashion week even more credible. Joburg is a city that recognises fashion as a growth industry."
Township culture
Pinch said hosting the first day of such a major international fashion week in Soweto was a potent symbol of its rapid transformation.
"Soweto played a key part in the birth of the new South Africa and is a potent symbol of the evolution of our country," said Precious Moloi-Motsepe, the chairperson of African Fashion International.
"Township culture is entirely unique and has become the driving creative force of our country. Holding the first day of the newly launched Joburg Fashion Week in Soweto is an important part of our commitment to supporting all areas of South African fashion."
Designers such as Mzansi Designers, Mafikizolo lead singer Nhlanhla Mafu, John Sithole and Sibu Msimang will show their spring summer collections. And four designers who recently showed their collections in the French capital during Paris Fashion Week - David Tlale, Thabani Mavundla, Craig Jacobs and Thula Sindi - will join their Soweto colleagues.
Over at Mandela Square, designers such as Sun Goddess, Philosophy by Jenni Button, Kluk CGdT, Hip Hop by Cheryl Arthur, Habits by Jenny le Roux, Couturier Spero Villioti, C Squared Carducci, Eboka by Fred Eboka, Port by Craig Port, Kobus Dippenaar Atelier, Marianne Fassler, Wonderbra, Zinzi Couture, Paul van Zyl with Uwe Koetter, and Vukani Range Creations by Sonwabile Ndamase, will strut their catwalk stuff.
Here, a glass ramp will be installed under a marquee, and each show will be broadcast live across the square and at surrounding restaurants, to reach an audience of more than 3 500. Organisers are expecting more than 11 000 people.
Joburg Fashion Week is part of a plan by African Fashion International to support upcoming talent, particularly designers from townships and rural areas, and to provide a world-class platform for their work.
Booyen said the City would like to see the Joburg Fashion Week grow into an annual event.
The opening show of the week in Soweto is free. Tickets for the shows in Sandton are R55; the shows run from 4.30pm to 9.30pm daily. Tickets are available at Computicket, on 083 915 8000.
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