Inside Africa meets the country's biggest fashion bloggers who are making an impact across the region.
Inside Africa visits Soweto which was the center of the fight against apartheid and the birthplace of black urban culture.
Part 3: Inside Africa explores how independent designers are making their mark with vintage fashion in South Africa.
“Last week, Friday 25th April at 19:30, CNN’s ‘Inside Africa’ talks to a few youngsters considered to be fashion trailblazers in South Africa about the vintage movement that has become so popular with fashion-forward South Africans.
Jerri Mokgofe, founder and editor of blog According to Jerri, says “There is this movement about vintage that's been going on for a few seasons now, or a few years if you like, but it's more of a modern vintage, so it's gently worn clothes that people resell or give away to other people.”
Timeless Vintage Clique is a group of fashionistas from Pretoria who love vintage because they think the quality of the clothes is just great and for them- it’s a great way to express their morals and values through what they wear. “When you get to know what your mother wore and how beautiful she looked in it, you try and resemble that, but then infusing what you have right now,” says Wonke from the group.
CNN ‘Inside Africa’ also samples Fruitcake – a clothing shop supplying locals with timeless pieces. Friends, Jamakazi Thelejane and Sithembiso Mngadi are the owners of Fruitcake, which is located in Johannesburg’s Central Business District. The shop opened in 2010 and carries pieces ranging from US$50 – it’s known in fashion circles as the place to find both unique and affordable items.
For the friends, their love for vintage made opening Fruitcake a no-brainer, “It's a weird thing, we had met at a friend's party and we just had that, you know that recognition: ‘wow, you look nice, you look nice’, it wasn't romantic or anything and he was like: ‘I'm going to call you’ and I said: ‘No I'll call you’,” says Jamakazi.
For these designers to make it in the industry, boutiques need to carry the collections of local designers. Otherwise, the sector won’t be able to compete with foreign brands that are entering the market, like Zara and H&M, and tapping into the growing middle class.
So for the South African retail industry to stand out, it helps to have distinct designs and trends – offering fashion fans something different outside of global brands.” – Media Release
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