Local fashion launches online

The company's project manager, Dani Jibrail, has worked in creative industries both locally and abroad and saw a need to give designers a voice in the country. "Currently, no online platform allows designers a space to feel empowered, a space to praise and uplift local talent and at the same time obtain the desired sales to further their brand exposure," explains Jibrail.

The site is described as feminine in appearance, embodying the carefree and creative appeal of the Indiemode brand. The use of bright colours further illustrates the store's main aim of reaching out to and empowering local fashion designers as well as the varied and diverse cultures and people that make up the nation.

"We know this is what South Africans want - something completely different to what regular clothing stores currently offer," says Jamie Rosen, the company's MD, who has eight years' experience in the online marketing world. "We need the help of fashion lovers across the country to drive this project of ours and to start the conversation around supporting local brands and local designers.

"We want to encourage South Africans to buy local and to foster a sense of pride for the creative talents of our designers. People should walk down the street and be proud that they are wearing something that is locally made and purchased from the site."

"We are not a fashion supermarket. We are a small company that strives to uphold South African values and live our slogan - SA Fashion Movement. Secondary to that, we sell apparel," adds Jibrail. "We have the hope that the site will spark a love for local in people across the country. We want to be the leaders of a movement that will inspire people to go back to what makes us truly African: passion and creativity combined. But we cannot do it alone."

Designers

Local designers to be featured on the site for the launch include:

• A Bird Named Frank
  
• Famke Jewellery Design
  
• Genevieve Motely
  
• Indhi
  
• Janie B Clothing
  
• Joy Jewellery
  
• Mishah Designs
  
• Mr & Ms
  
• Mula Designs
  
• Silver Fig
  
• Tarien Malherbe "non-european™"
  
• White Rabbit Days

Local clothing designers who want to sell their products on the site and be a part of this South African fashion movement can contact Jibrail at az.oc.edomeidni@inad.

The website www.indiemode.co.za will promote itself through Facebook, Twitter, Pinterest and Google+.