Couture hooks up with commerce

Image courtesy of the Sowetan

Often it's their fringe events and parties that take the cities by storm.

Fashion weeks in these cities have generated millions of rands worth of publicity and attracted thousands of tourists, who in turn have spent millions of in these cities.

Team effort

It is for some of these reasons that African Fashion International (AFI) has decided to team up with SA Tourism to promote the concept of fashion tourism during the coming Joburg Fashion Week taking place from 15 - 19 February 2011.

Designers, retailers, marketers and commentators will gather in a meeting of some of South Africa's most creative talents.

The event will give the designers an opportunity to present their collections to the assembled industry pundits and media from around the world, who in turn help shape the fashion forecasts of the coming season.

With its rich history, countless impressive buildings in the city that have tremendous character and business centres and financial institutions, Joburg is also known throughout Africa for its leading high fashion and design excellence.

It also enjoys a reputation as an inspirational city, and has a name to uphold in fashion circles. It is home to renowned names like David Tlale, Thula Sindi and Kluk CGDT, among others.

Creativity meets commerce

The fashion week combines commerce and creativity. In addition to catwalk shows that attract scores of people, this event presents numerous other fashion-related events including lectures, exhibitions and parties.

This year the fashion week will take place in several iconic buildings in the city rather than at the Sandton Convention Centre. The buildings include the Johannesburg National Gallery, the Nelson Mandela Bridge, The Bus Factory, an old Newtown warehouse and the Rand Club - the oldest private club in the country, founded by Cecil John Rhodes in 1904.

World-class showcase

According to SA Tourism CEO Thandiwe January-McLean, Jozi aims to rival the likes of Paris, Milan and New York in the global fashion stakes. She said her organisation was committed to promoting fashion tourism and exposing young SA designers' work to a global audience.

She said: "The country has recently shown that we are world leaders in engineering, construction, event organisation, technological advancement and innovation, and now it's the turn of our fashion industry to showcase its world-class qualities.

That is why in 2011 we will support the Joburg, Cape Town and Africa Fashion Weeks. These start in February in Joburg, a creative, dynamic city that is already established as the "Paris of Africa".

Some of South Africa's best designers will present their collections to fashion industry pundits, who in turn help shape the fashion forecasts of the coming season.

Designers, retailers, marketers and commentators converge in a meeting of minds of South Africa's most creative fashion talent.

Source: Sowetan