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Explore 5 South African brands showcasing the essence of African fashion. From traditional craftsmanship to contemporary designs, these labels embody the vibrancy and diversity of African style. Discover the richness of Africa's fashion landscape through innovative and inspiring creations.
South Africa Fashion Week (SAFW) has maintained a strong reputation over several decades. Established in 1997 by Lucilla Booyzen, the biannual event occurs in both Johannesburg and Cape Town, providing retailers with a significant platform to explore the diversity of African fashion.
South Africa nurtures abundant fashion talent, with local designers emphasizing social and environmental consciousness in the industry. This underscores the importance of sustainability and prioritizes local production.
This season, SAFW SS24 shows were held from April 18 to 20 at the Mall of Africa in Midrand, Johannesburg. Here, we highlight five noteworthy fashion labels from this edition.
Established in 2019 by Lezanne Viviers, Viviers offers a unique blend of masculine, traditional tailoring and organically draped, flowing pieces, a fusion that challenges conventional femininity, as described by the founder.
During the SS24 fashion show at SAFW on April 19th, Viviers showcased a remarkable collection. The designer elaborated, "The juxtaposition of traditional and contemporary elements, the delicate equilibrium between these contrasts, is reflected in our fabric selection: incorporating organic and natural fibers alongside technical and industrial materials like upcycled nylon or recycled plastic."
ABOUT VIVIERS
South African fashion designer Gugu Peteni, who showcased her SS24 collection at SAFW on April 20th, brings with her extensive experience in the fashion realm. Having studied fashion and textile design at Nelson Mandela University, she spent three years as a designer and retail manager for the global mohair manufacturing company, Mohair SA, before founding her fashion label, Gugubygugu, in 2019.
The SS24 collection, titled ‘Manufactured not Made,’ by Gugu Peteni, is a luxury streetwear line designed for men. Peteni aimed to unveil the behind-the-scenes process of clothing production through her collection, incorporating elements of this process into the designs of her garments.
Petini stated, "The goal is to illuminate the collection creation process. By unveiling the process behind my designs, the work garners greater respect. So, why not peel back the layers and showcase what it truly entails to craft a garment? This collection invites you into my studio, where each piece narrates a story and provides a glimpse into the manufacturing world."
ABOUT GUGUBYGUGU
Isabel de Villiers, owner of the eponymous fashion brand, advocates for the ethos "Buy less, buy better." Renowned for being one of SAFW's most size-inclusive designers, her brand, initially founded in Cape Town and now based in Pretoria, caters to women of all body types. Characterized by clean lines and figure-flattering silhouettes, the design aesthetic emphasizes laser-cut garments.
De Villiers shared, "We drew inspiration from the African art world and its resulting techniques. Our Fashion Week collection features Punch Needle work by local artisans, Julie Punch Baby. Additionally, we're collaborating with The Sijwa Project on hand-embroidered Pan-African pieces. These creations are particularly special, highlighting the craftsmanship and expertise of African artisans."
De Villiers remarked, "It's wonderful to oversee the entire production in-house. We intentionally keep our output limited for each item to maintain high standards and exclusivity."
ABOUT ISABEL DE VILLIERS
Founder Belinda Venter explained, "Belhauzen caters to individuals who appreciate bold fashion choices while prioritizing longevity and classic style. Our clientele seeks to invest in enduring, high-quality garments that embody both trendiness and sustainability. We merge innovation with environmental consciousness."
This insightful audience values fashion that celebrates and communicates uniqueness while also benefiting our planet. They aren't simply purchasing garments; they're actively contributing to a sustainable and fashionable tomorrow.
Belhauzen, a fashion label, showcased an exceptional fusion of African fashion and contemporary flair during SAFW on April 18th. Founder Venter elaborated, "I incorporate vibrant hues, striking patterns, and traditional African textiles and symbols. Every garment narrates a tale, honoring the abundant cultural legacy and variety of African artistry and skill."
ABOUT BELHAUZEN
Lesley Whitter, the creator of the Johannesburg-based fashion label Heart & Heritage, has been highlighted in an article on the news platform Twyg. It describes her years of dedication, working from her mother's basement to develop the brand since its inception in 2013. On April 20th, she unveiled her SS24 collection at SAFW.
At SAFW's SS24 collection, the brand featured an array of handmade garments, including hand-painted fabrics. Whitter emphasized that the limited availability of these designs adds to their exclusivity when worn.
For the SS24 collection at SAFW, the brand showcased a range of handmade garments, such as hand-painted fabrics. According to Whitter, the limited availability makes wearing the designs exclusive.
Whitter conveyed that the inspiration behind her designs stems from the diversity of her South African clientele and their narratives. She remarked, "Our environment serves as our muse. We craft for every body type, including those of African descent."
ABOUT HEART & HERITAGE
Source: fashionunited
