As Fashion Week wraps up in its global capitals, South Africa stands apart, preparing for one of its grandest fashion events yet, South Africa Fashion Week (SAFW), marking its 27th year—a significant milestone given the nation's history.
We caught up with Lucilla Booyzen, the director of SAFW and the driving force behind this extraordinary fashion experience, to gain insight into what to anticipate this season.
deeds: It’s been almost two decades of SAFW - How has the journey been, what are some of the challenges & highlights still encountered to date?
Booyzen: We are celebrating our 27th year this year. In South Africa, we do not understand the power of fashion and how it touches everyone. It is the one thing we all spend money on.
deeds: For SS24, is there a generic theme or overarching message that SAFW is trying to push with its platform?
Booyzen: We are the business of ethical fashion - Inclusivity, Individualism, Creativity, and above all guiding the designers to turn their talent into money, creating jobs, and contributing to the GDP of the country.
deeds: Besides the beautiful garments that will be showcased, what other affiliations are there to enhance SAFW followers' experience, any collaborations or partnerships to be noted?
Booyzen: Designers are in collaboration with CRUZ VODKA, ISUZU, FASHION BRIDGES PROGRAMME, MOZAMBIQUE FASHION WEEK. On a competition level - this season brings the MR PRICE NEW TALENT SEARCH, which helps introduce about eight new designers to the media and the market. The competition is for womenswear designers with a somewhat less business experience in order to be able to help them grow and potentially scale up, not forgetting that it is also a chance to showcase one's talent and take their career to new greater heights.
deeds: What makes every season successful and how is that success measured?
Booyzen: The designers make every season successful - we measure it by their success stories.
deeds: How do you enable flexibility within your team regarding last minute changes & how do you ensure all stakeholders involved are dealt with during this process?
Booyzen: We work 6 months in advance so there are no last-minute changes.
deeds: How does SAFW maintain to be exclusive while having an inclusive minded approach?
Booyzen: We are exclusive in the sense that we are the only B2B marketing platform that has a retail arm, educates, builds the designer from the bottom up, and has real international collaboration that can translate into business.
deeds: To anyone who has never attended SAFW, what would you say they’re missing out on?
Booyzen: Seeing the collections of the designers - every garment that comes on the runway is unique, reflecting the imagination as well as the design soul of the designer.
deeds: Comparing SAFW to its global counterparts, what makes it great and what could make it even greater?
Booyzen: Our diversity makes us great - better fashion education, and global exposure, are the only things in my opinion that could make it better.
deeds: Which African city is the capital of fashion currently?
Booyzen: All the African Countries are building where they can and as fast as they can. We are ahead because in my opinion, we have an education system in place that allows designers to know fashion. Then there is SAFW which takes the sesigners to market - nationally and internationally and although SAFW is a B2B platform we have the Pop Up Shops that connect the designers to their consumers and help them to generate income.
The SAFW is the only B2B marketing platform in the creative fashion design industry in South Africa and Africa, connecting designers with their clients in South Africa, Africa, and Globally.
We build wealth and facilitate business opportunities for the creative fashion sector in South Africa, by showcasing top designer collections to media, buyers of boutiques and departmental stores, celebrities, and designer clients. Also what is created are retail opportunities and platforms. SAFW values to educate, mentor, and organize seminars - literally they are active for 12 months per year.
With 26 years of experience, South African Fashion Week has been instrumental in fostering the creative fashion industry in South Africa and across Africa. As one of the largest fashion weeks on the continent, it maintains strong connections with other fashion weeks in Africa, North America, and Europe.
All roads lead to the Mall of Africa in Johannesburg, South Africa. The Spring/Summer collections will be showcased from 18 - 20 April 2024. The trade show will happen between the 21st & 22nd April at the Leonardo Hotel in Sandton.
