12Apr
South Africa’s showcase of top local design, South African Fashion Week (SAFW), is set for its most sustainable green season yet since adopting a clean fashion ethos in 2019.
“Seventy-three percent of designers participating in SAFW Spring/Summer 2024 are committed to responsible fashion production in line with our vision for a non-toxic industry,” says director Lucilla Booyzen.
The event, which takes place at its official home, the Mall of Africa, from 18–20 April 2024, will see collections marked by timeless design, innovative modification of locally produced, sustainable fabric, and an emphasis on quality over quantity.
According to Booyzen, local support from powerful retailers such as Mr Price, SAFW’s retail partner, as well as SAFW’s visionary sponsors such as Mr Price, Mall of Africa, Cruz Vodka, Isuzu, and L'Oréal Paris South Africa, is critical to bolster this positive development
Their financial contribution as well as a deep grasp of how to leverage and align their brands with the soft power of fashion, have allowed designers to develop a growing understanding of the demands of running a sustainable business as creative entrepreneurs.
From our side, we offer support by hosting sale activations linked to our SAFW Pop-Up Shop to eliminate the cost of carrying dead stock.”On show at this season’s event, will be the 2023 winners of SA Fashion Week’s Face of Fashion model search, female model, Lushe Wilkins, and male model, Keenan Chetty.
First introduced in 2018, the Face of Fashion allows prospective young models to break into the fashion industry because of the visibility afforded by this high-profile platform, says Booyzen.
According to Booyzen, SAFW believes regional and intercontinental collaborations, such as the Fashion Bridges project with the Italian embassy as well as the designer exchange with Mozambique Fashion Week, are critical in working towards a responsible fashion industry.
“These ventures allow us to share skills and insights, open unexplored business opportunities, and ultimately, to extend the sphere of our respective creative visions for a clean fashion future beyond our familiar borders,” she says.
The three Mozambiquan designers that will participate at SAFW this season are Sania Bacar who will show with GugubyGugu, Ezokheto, and E_Mania as well as Shaazia Adam and Omar Adelino who will join South Africa’s Leon Von Solms, and Sun Goddess for the grand finale.
