Cementing a partnership
South African fashion designer Suzaan Heyns continues to push the boundaries of ready-to-wear fashion with her 2012 Spring/Summer Collection. The new collection will see her take the label's architectural signature to a new level, by uniquely incorporating cement into the construction of the garments that will form part of the collection that will be unveiled at SA Fashion Week on 31 March 2012.
Pretoria Portland Cement (PPC) and fashion do not seem likely collaborators, but this collaboration shows how innovation and creativity can create new frontiers for both industries. The collection has a strong allure of art and highlights Heyns' conceptual ability and originality, with each garment having a strong sculptural element.
Sibongile Mooko, the company's GM: Marketing Services, says that Suzaan's latest collection reaffirms the versatility and flexibility of the product. "Cement may be just a grey powder in a bag, but the magic of its potential comes from the creativity of individuals, willing to transform their environment into sanctuaries and areas of beauty that they love to be in, whether it is an architectural design or a fashion garment. We say, 'if you can imagine it, our products have the strength to support it'."
The Johannesburg-based fashion designer, whose label was launched in 2009, can best be described as having an architectural sentiment that has a feminine twist, with concepts derived from avant-garde ideals and classic silhouettes.
"I have always wanted to become a sculptor and approach fashion like an art, using fabric as my medium. This collaboration has inspired me to work with concrete as a new fabric. It has been an incredibly creative process, the result is a unique sculptural collection," says Heyns.
Her creations will also play a supportive role in the build-up to the group's 21st Young Concrete Sculptor Awards (YCSA) competition, one of the longest-running competitions of its kind in South Africa, which encourages sculptors to rethink the role of art and design in everyday life. It is a platform for young emerging artists to showcase their creativity and innovation by using the medium of concrete.
Heyns who has always been intrigued with art concludes," It is a great honour to be associated with the YCSA this year."
Follow PPC on Twitter @PPCisCement and Facebook and you could win tickets to the Suzaan Heyns' Spring/Summer 2012 show.
