African Fashion International (AFI) has
reiterated their longstanding partnership with the Cape Town Fashion Council
(CTFC) to present a specialized showcase for emerging designers at the
inaugural Mercedes-Benz Fashion Week Cape Town which takes place at the Cape
Town International Convention Center (CTICC) from 25-28 July.
The valuable platform will feature five designers chosen by the
AFI panel of leaders in the fashion media and clothing and textile industry,
with the criteria being the designers’ ability to mould their fashion brands
into sustainable business platforms.
The five chosen designers are Pumeza
Mekuto of Black Coal Clothing, Celeste Lee Arendse of Selfi, Robyn Victor of
August Clothing, Tarien Malherbe of Non-European and Maloti Mothoni of Strato.
“AFI’s intention, in association with
the CTFC and associated fashion schools, is to empower the fashion leaders of
tomorrow and provide room for the healthy growth of the South African fashion
industry. With its theme of “Icons In The Making”, Mercedez-Benz
Fashion Week Cape Town, hosted by the City of Cape Town, brought to you by AFI,
looks forward to showcasing this new group of exciting designers,” says African Fashion
International (AFI) Global Brand & Marketing Manager, Allana Finley.
With 18
shows over four days, Mercedes-Benz Fashion Week Cape Town presents a theme of
“icons” - from fashion to cars and
venues – to add an extra dimension of global relevance, innovation and
lifestyle to this, one of Africa’s premier fashion events.
“The CTFC’s mission is to mould the Western Cape fashion
industry into a sustainable, desirable and cutting edge entity on a national
and international basis. Our
fundamental strategies aim to turn key emerging brands into sustainable
businesses by identifying and providing them with viable resources and
opportunities - in turn cultivating the success of the fashion industry as a
whole,” says Cape Town Fashion Council CEO Bryan Ramkilawan.
“The CTFC emerging designer showcase
at the inaugural Mercedes-Benz Fashion Week Cape Town synergizes well with our
strategy to enhance media, public and buyer awareness of these selected
designers. Our fabulous five designers - with their tremendous capability and
creativity - are the perfect fit to this year’s theme “icons in the making."
First
launched in 2003, Cape Town Fashion Week was one of the first events to be held
at the CTICC and this is the first
year under its new title, Mercedes-Benz Fashion Week Cape Town.
The CTFC’s newly implemented Fashion Cluster programme,
meanwhile, aims to promote the growth of local design brands which are manufactured
in South Africa, focusing primarily on designers but including retailers, media
and support institutions as development partners.
Qualified design brands that are part of this
Cluster will benefit directly through an improved understanding of how to grow
a successful clothing brand, be able to apply for financial support to investigate
new retail partnerships and gain access to a wider variety of fabrics in small
quantities at better prices and with faster response times.
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