September 10, 2002
By Tendai Dhliwayo
MANY major cities around the world have fashion districts where the garment industry gets to work - and sometimes shows are put on to expose the results of that work to the world. Now Johannesburg is developing its own fashion district, revamping a zone of the city known for garment manufacture. Eventually, training in fashion will be offered as well as showcases for the work.
The fashion district is a project of the Johannesburg Developing Agency (JDA), a project in line with the city's 2030 economic development strategy. Situated in the inner city's eastern sector, in an area traditionally associated with the garment industry, eight streets including End, Market, Von Wielligh and Kerk streets make up the fashion district. JDA will upgrade the area.
Tshepo Nkosi, JDA's Marketing and Communications Director, says the aim of the district is "to create a viable, functional and sustainable fashion district which is safe, secure and an attractive environment to address issues pertaining to social and economic groups as well as to enhance economic growth".
To achieve this, Nkosi says JDA has embarked on City Improvement District (CID) plans that aim to promote good urban management. This will be achieved through upgrading of the public environment, including the entire infrastructure of the area, including roads and telecommunications and the refurbishment of old buildings.
JDA intends to help support existing medium-to-large garment manufacturing in this area, as well as encouraging new such industry in the area. It aims to bring new investment in the area.
A parallel initiative will see intense marketing programmes to help position the fashion district in what Nkosi calls the "Urban Age of African Fashion". A programme to link new and upcoming practitioners with established local designers will be put in place.
According to Nkosi, one of the strategies is to ensure the provision and access to social services, as well as developing affordable housing, so that people working in the area can live nearby. There will be "development of programmes to encourage social integration and recreation". Parks will be established and shopping and entertainment amenities provided.
Fashion shows have helped raise the profile of the district, allowing young designers to showcase their works. The area also offers training to fashion practitioners through institutions linked to the Department of Labour.
At present, the district holds four fashion shows per year, offering designers the opportunity to show off their hard work to the public.
For more information about the fashion district contact Tshepo Nkosi, Marketing and communications director: Phone: 011-6887856; cell 0833684412
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