Mercedez Benz Fashion Week Joburg
Written by: Tamara Arden
Melrose Arch pulsates with a flock of fashion friends. They are here to watch the newly anticipated Autumn/Winter collections for the coming season. People who work in the industry make themselves known as they take their positioning around the area and pose for the plentiful photographers surrounding the event. The shows happen on an hourly basis, presenting the collections of South African designers, with a personal ambience and soundtrack attached to the experience. Media and special guests are seated first while the public waits on standby to enjoy the shows too. People aren’t just here to watch the fashion. They are the fashion. Adorning heels made of carousel unicorn shoes and eclectic prints, with bold lips and blazers, and coats clashing with outfits, individuals are here to make a statement. Models breathe life into stale retail mannequins and are first to wear the latest garments as they make their way down the catwalk.
Group Marketing Manager for AFI, Sizwe Nzimande says, “Johannesburg has this energy and a buzz which has made it a centre of Afropolitan identity. As one of the world’s leading financial centres, it offers creative freedom to designers with the economic and commercial opportunities rarely available in African urban spaces. There is an exceptional collection of designers who will be showcasing their Autumn/ Winter designs and it has become AFI’s number one objective to provide these designers with commercial viability.”
Showcasing South African greats such as Ruald Rheeder, Stefania Morland, Suzaan Heyns, Fabiani, Khosi Nkosi, Tart, Augustine and KL Tsotetsi, Mercedez Benz Fashion Week Johannesburg aims to explore, identify and exhibit the latest trends in fashion. Using a variety of materials, cuts, shapes and layers, each designer opens their work for appreciation and analysis in the three days Fashion Week showcases collections. This is an opportunity to hear feedback, list possible interest and share their work with the public.
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