Fashion Week turns to Jozi

2011-01-07 09:35

If you happen to pass by your favourite Joburg landmark or street and see fashionably-clad people congregating, know that the Joburg Fashion Week is in full swing.

This year, owners of the fashion week, African Fashion International (AFI), announced that they’re moving the show from its usual Sandton location to various places around the Joburg city centre.

For Joburg Fashion Week 2011, AFI plans to “promote leading and new generation fashion talent, but also inspire consumers to get excited about their city”.

AFI chairperson, Dr Precious Moloi-Motsepe, expresses her excitement about this new direction.

“This year we have looked to the city for inspiration and our selected designers will showcase their autumn/winter collections at the iconic heritage venues throughout the city, from the Bus Factory in Newtown to the Constitution Hill.

“Inner city Joburg will be infused with fashion fever.”

From February 15-19, the city will be awash with colourful designs by Abigail Betz’s Cloth & Ashes, David Tlale, KlukCGD, Stefania Morland, Suzaan Heyns, Tart, Thula Sindi and many more others.

Other changes to the usual schedule of the fashion week is that it has been extended to four days, with three dedicated shows per night starting at 7.15pm, 8.30pm and 9.30pm.

AFI has also parted ways with its main sponsor of four years, Audi.

It is now collaborating with the Johannesburg Development Agency and the City of Joburg.

However, of all the changes, the one that’s sure to strike a chord with the young and upcoming is the new focus on developing and mentoring new talent.

In the past AFI had only been providing a platform for new talent to showcase in the graduate show.

This year, fashion students and graduates will get the opportunity to learn more about their careers.

There will be a graduate day, held at the Fashion Kapitol in the city centre, dedicated to “fast forwarding” design student’s careers through mentorship and ideas exchange.

The Fast Track Day is an educational, interactive, informative and developmental platform to fast track the new generation of

At least four fashion shows will feature more than 20 graduate designers from the University of Johannesburg, the London International School of Fashion, Tshwane University of Technology, Spero Villioti and Sew Africa.

Each institution will have a branded stand to exhibit and to provide information about the institution.

AFI and the Foschini Group will offer job-seekers the opportunity to learn more about the fashion industry, with speakers from the industry, such as buyers and visual merchandisers, giving lectures.

Designers looking for careers in the industry will also have the chance to interact directly with experts from Foschini and stand a chance of winning internships.

Entrance is free and food will be available, with bars providing drinks at student rates.

Metro City buses will be providing transport.

AFI will also be launching developmental projects for young producers and photographers who will get the chance to work with and alongside experts in the industry.

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