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Friday 30th of July 2021

Nairobi, Kenya

South African Fashion Week 2021 to Go Digital

Posted On : February 10, 2021

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The event will take place online, between April 29 and May 1 2021, to showcase 26 runway shows by the likes of Lukhanyo Mdingi and Mmusomaxwell.

Like fashion events around the world, SA Fashion Week has adapted to continue connecting homegrown brands with buyers. Like its last hybrid season held in October, upcoming collections will be trans-seasonal.

In October, over 8,000 guests viewed the collections, which under pre-pandemic circumstances would’ve been seen by 6,000.

In the wake of Covid-19, the event has honed in on helping designers generate immediate sales. “It has been a superhuman challenge for these businesses to stay afloat and retain jobs in the absence of any trade or cash flows,” said Lucilla Booyzen, director of SA Fashion Week. “The opportunity to showcase their collections in preparation for summer 2021 is vital.”

South Africa Fashion Week is the country’s only business-to-business platform that allows brands to grow their collections. This upcoming season, the brands will be taking a trans-seasonal approach, best known as seasonless.

SA Fashion Week is also taking a larger focus on slow fashion to build on sustainable production. The country’s designers are calling for a “new fashion order” to create a more ethical fashion system.

Content courtesy of Business of Fashion & Nairobi fashion hub 

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