This is the second time this year that Pure has been selected to develop and implement branding for African Fashion International (AFI), following a highly successful collaboration at Mercedes-Benz African Fashion Week Johannesburg, in a partnership that seeks to support Cape Town's burgeoning fashion scene with design that conveys the African city's creative, irrepressible attitude.
Africa Fashion International is Africa's leading fashion authority, working to promote and develop the best African design talent under the leadership of director, Dr Precious Moloi-Motsepe. In addition to hosting the Cape Town and Johannesburg fashion weeks, AFI supports African fashion through ventures such as the AFI Trade Expo, the AFI Awards and AFI Prive, as well as several initiatives that support up-and-coming designers.
For Mercedes-Benz Fashion Week Cape Town, Pure was tasked with developing the initial event theme and brand direction, as well as event collateral, which included signage, brochures and the AFI mini magazine. The agency utilised a striking blue, magenta and black colour scheme married with a fresh, graffiti-style font and dramatic imagery to reflect the cutting-edge, fashion-forward mind-set of the event.
Pure's collaboration with AFI emphasised the importance of the use of high-quality design and imagery to represent world-class creative events. Andrew Burke, Creative Director & Founder of Pure, commented: "AFI has really placed its focus on making the Mercedes-Benz African Fashion Week one of the stand-out events on the SA fashion calendar by utilising world-class design and creative."
Pure Creative is a 360° design agency specialising in branding, publishing, web and graphic design based in Cape Town, producing high-calibre work for a wide variety of clients across South Africa and globally. www.purecreative.co.za