Mercedes-Benz Fashion Week makes glamourous return
04-03-2015
Glitz and glamour return to Johannesburg on Thursday March 5 when the country’s established and emerging designers converge on Melrose Arch for the Mercedes Benz Fashion Week Johannesburg.
Running until Saturday March 7, the Mercedes-Benz Fashion Week, a partnership between the City of Johannesburg and Africa Fashion International (AFI), kicks off South Africa’s fashion calendar in a big way, setting the standards for a season of sartorial success.
Showcasing their latest Autumn-Winter 2015 collections, designer heavyweights such as Ruald Rheeder, Stefania Morland, Suzaan Heyns, Marianne Fassler, Fabiani, Khosi Nkosi, Tart, Augustine, KL Tsotetsi and Samantha Constable are set to draw the attention of the world’s fashionistas to Joburg.
The City of Johannesburg is participating in the fashion show as a destination partner. “This forms part of our strategy to position Johannesburg as the continent’s leading hub for the fashion and design industries. It is an opportunity for the city to showcase the best regional design talent, while also providing access to global markets and decision-makers,” says Joburg Tourism’s Laura Vercueil.
The clothing and textile industry is an important area for South Africa's economic growth and development and has been earmarked by Government as a key job-creating sector for the future. Over the past two decades, millions of Rands have been invested into the modernisation and upgrading of the industry in South Africa, making it more efficient and capable of competing in global markets, whilst at the same time, supporting innovation and young talent.
Mercedes Benz Fashion Week Joburg 2015 will also continue attracting the attention of fashion media luminaries like Vogue Italia, Glamour France, Time Magazine, L’Officiel India Magazine, New African Women and BBC TV, all of which were in attendance at MBFWJ 2014.
Vercueil adds that as a lifestyle destination for domestic and international visitors alike, Joburg provides the ideal opportunity to experience the best of the continent's fashion scene, whilst at the same time enjoying everything else that the City has to offer, from great shopping and food, to world-class entertainment and leisure activities.
“Fashion provides the ultimate lifestyle springboard from which to see the best of Joburg.”
Sizwe Nzimande, AFI's Group Marketing Manager says the show will boast “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”.
The fashion institute will also showcase its incubation project “Fastrack”, which curates and incubates young talent, providing them with the opportunity to develop and grow into successful, sustainable designers and entrepreneurs.
“In addition, Mercedes-Benz Fashion Week Joburg provides a fashion podium to turn the international spotlight on local designers, recognising them as more than dressmakers and, rather, celebrating them as trendsetters,” adds Nzimande.
AFI Fastrack finalists from previous years will also be given a platform, through AFI Next Generation, to showcase their collections.
Previous AFI Next Generation designers already becoming firm household names in the South African fashion industry include Khothatso Tsotetsi, who will be showcasing his first independent, ready-to-wear collection at the show under his brand Tsotetsi KL.
Another is Tzvi Karp, who was recognised as one of the most influential young South Africans in 2013.
This year AFI Next Generation designers who will all showcase collections are Jess Sutherland, Eleni Lebrou and Rich Mnisi.