Pop up shops at SA Fashion Week

25 Sep 2011

Following the highly successful launch of the SA Fashion Week's (SAFW) local designer 'Pop Up Shops' last year, the newly renovated Sandton City Fountain Court will once again be transformed with a showcase of South African design and talent from 30 September to 2 October 2011.

From the Ephymol collection

click to enlarge

Designers, which include Ephymol, Vesselina Pentcheva, Black Coffee, Two, Christopher Strong, Rubicon, Gugulam, Naked Ape, Colleen Eitzen and Amanda Laird Cherry (to name a few), will be providing consumers with a chance to purchase and interact directly with them in a retail environment.

"This forms the consumer arm of SAFW," comments Lucilla Booyzen, founder of SAFW. "Our aim has always been to develop the South African design industry into a formidable force through the development of the creative fashion design sector. This is carried across all levels from CMT to marketing and retail of designer fashion luxury goods, allowing South African design to flourish.

"The concept was such a successful undertaking last year. Thanks to our partnership with GEDA we are can expand and build onto its success in 2011."

With over 60 curated stands ranging from jewellery, which has been facilitated in conjunction with The Jewellery Council of South Africa to shoes, hats and accessories. Consumers will also be able to see the first of the designer Summer Collections.

"We are proud that consumers will be able to see the vision and creativity of the designers on the runway," comments Booyzen. "This year we will also be announcing the winner of the Vodacom 4U student competition after the designer showcase of the 14 finalists on 1 October at 1pm. I have no doubt that their creations will deliver a burst of creativity." The winner gets a three-month internship with Sissy Boy and Ronald Sassoon in Cape Town.

"We have a design and technical department at Sissy Boy and Ronald Sassoon, which has made us specialists in denim fabric and design techniques," comments Ronald Sassoon. "We are the only women's denim brand in South Africa that has these kinds of facilities and we are excited to share some of our knowledge gained through our many years of experience with the winner of the student competition."