African Fashion International (AFI) will present the 2020 Joburg Fashion Week which will be presented via a virtual runway from 13 to 14 November.
Due to the global pandemic, the fashion industry has had to move into the digital domain and fashion shows around the world have been presented via virtual platforms.
Joburg’s 2020 virtual show will feature a ready-to-wear virtual runway with an assortment of curated locations that showcase the beauty of Johannesburg. The runway will be reimagined with each setting to enhance each designers’ storytelling with African culture and heritage.
The virtual platform will also allow audiences to view, click and pre-order designer collections during and post the event.
The New Face Of Fashion Weeks
Due to COVID-19, virtual fashion shows and digital catwalk collections are emerging as an alternative to fashion weeks.
In addition to the influence of the global pandemic, the rising financial and environmental cost of producing fashion events have also caused an about-turn, and 3D virtual shows and augmented reality experiences are emerging as an exciting and even more accessible alternative compared to the traditional fashion calendar.
African Fashion International are no strangers to hosting virtual runway shows. The last day of AFI Fashion Week Cape Town in March 2020 was livestreamed under unforeseen COVID-19 precautions, making AFI the first on the continent to incorporate digital mediums.
Eighteen local and international designers were showcased at the fashion week, which also featured masterclasses and stage performances from AKA and Ricky Rick. The third day of the fashion week was streamed live due to the COVID-19 outbreak and no audience was allowed into the venue.
AFI recognises the value of the virtual platform and the power it has for inclusivity within the industry by reaching audiences who otherwise would not participate in traditional physical shows.
African Fashion International
Established 13 years ago, African Fashion International focuses on Africa’s diverse heritage and history by hosting talented African designers who work with exceptionally skilled artisans to produce high-quality luxury garments in line with the latest trends.
The association hosts the AFI Joburg and AFI Cape Town Fashion Week each year, which showcase, promote, and retail refined African brands from 40 pan-African designers. Fashion-lovers and aficionados can find the AFI exclusive runway collections in the online boutique store.
Marketing Manager for AFI, Roshee Pillay says AFI’s hybrid fashion week aims to bring hope to the industry and connect African brands to global markets.
“The front row is open to everyone, as we come together to reinvent the fashion industry, restore hope and drive sales for designers through our e-commerce platform,” she says.
Content courtesy of The South African & Nairobi fashion hub