South African Fashion Week (SAFW) and Mall of Africa will be launching its recently concluded three-year partnership by staging South Africa’s first hybrid designer collections showcase this year. In recognition of the COVID-19 requirements for social distancing, the ground-breaking fashion event will combine a three-day streaming programme of 26 digital runway shows from 22 – 24 October.

This will be followed by the SAFW Trade Show in the Crystal Court at the Mall of Africa with more than fifty designers of mens – and womenswear as well as accessories ranging from footwear and handbags to costume jewellery and millinery from 1 – 3 November and the SAFW Pop Up Shop where fashion lovers will be able to interact and buy directly from all the participating designers from 27 – 29 November, also in the mall’s Crystal Court.

‘This hybrid combination of both a digital and live fashion experience allows us to navigate the complexities of trading and doing business effectively whilst simultaneously being highly mindful of the safety aspects associated with the pandemic’, says SAFW director, Lucilla Booyzen.

According to Booyzen the 2020 SAFW Collections are trans-seasonal in line with international trends toward collections that incorporate both cool and warm weather elements. They are also increasingly representing a move towards a “slow fashion” ethos of timeless design and sustainable production. ‘Whilst the move toward cleaner fashion production in South Africa still faces many challenges, there is a very real commitment from many designers to pursue this very necessary transition to a new fashion order.

‘The designer community is predominantly SMME’s, they all employ small contingents of artisans such as seamstresses and pattern makers. It has been a superhuman challenge for these businesses to stay afloat and retain jobs in the absence of any trade or cash flows. This opportunity to showcase their collections in preparation for summer is vital’.

According to Booyzen, sponsorships have become more critical to sustainability than ever before and the partnerships with Mall of Africa, Vodacom Red, Cruz Vodka and Carlton Hair are highly treasured.

The SAFW Digital Collections will run from 22nd October – 24th October.

Tickets for the broadcast are available from Computicket and will be on sale from the 24th September.

Find our more on SA Fashion Week website – HERE…

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