Co-sponsored by the Eastern Cape Development Corporation (ECDC) and held at Hemingways Mall, the awards, "inspire, develop, and teach the youth beyond colour, history and religion and culture. Being a winner means that the possibility of beating poverty is visible, especially within the communities of the Eastern Cape," says Dyantyi who comes from the small town of Cala.
Her bold statement made the cut with the judges, who describe her designs as "fearless and controversial" in depicting South Africa's socio-political and colonial heritage. Her interpretation of South Africa's complex politics won her the Best Collection Prize. This includes a fully paid up six-week international fashion and business internship in Brazil, meals and accommodation, a media sponsorship with a business starter-up pack worth R20 000 and an Xstrata start-up tool kit worth R20 000.
Now in its 17th year, the awards are driven by its chief executive, Sonwabile Ndamase, a fashion designer from the Eastern Cape, now based in Johannesburg who is well known for designing 'Madiba shirts', which became synonymous with elder statesman Nelson Mandela's image. The awards were born out of his empathy and personal experience with the challenges young designers face in formative years of their business.
"The use of neutral creams and shades of brown and the choice of linen and cotton is a purposeful reflection of the unvarnished and raw stories, which tell about our reality. Her tone is critical but also expresses an offbeat sense of humour," comments Ndamase.
Carmen Freeman emerged the winner of the Most Innovative Designs, worth R29000, with the High Fashion Award, worth R33500, going to Jaynie Potgieter.
ECDC chief executive, Sitembele Mase, says fashion is a labour intensive sector and the creative industry in general has been recognised as possessing potential to create jobs on a large scale and is part of the Industrial Action Policy Plan. Supporting the awards is part of a creative industry support programme initiated by ECDC.
"Over the years, the corporation has been part of promoting the creative sector through various exhibitions and other market access programmes. Our involvement in the creative sector has shown us that the Eastern Cape is endowed with untapped human capital and talent," says Mase.
The corporation's support to the entrepreneurs involved in fashion will aim for broader participation of Eastern Cape designers, by encouraging more of them to enter the competition and get exposure. "Beyond this event, we will continue to intervene. Our intention is to continue working with businesses in design space, assist and support them to improve competitiveness as well as facilitate market access."
Other event sponsors included South African Fashion Design Agency (SAFDA), Bernina, Hemingways Mall, Eastern Cape Arts and Culture, who lent their financial support to the project.
"The money we raise each year goes to the development of local fashion designers, so this year's goal is aimed at developing 21 emerging local fashion entrepreneurs within the region of the Eastern Cape, using the Winnie Mandela Signature Collection to brand their products," concludes Ndamase.
