From 7-9 March, African Fashion International
(AFI), in partnership with Mercedes-Benz, will host the Mercedes-Benz Fashion Week
Joburg (MBFWJ) at Mary Fitzgerald Square in Newtown Cultural Precinct with two
other shows on off-site venues to be confirmed. This will reinforce
Johannesburg as a world-class African city that serves as the global market’s
gateway into the continent.
AFI seeks to further echo fashion as big business
with a host of potential in South Africa by attrracting the city’s talented and
successful designers. The line-up of designers this season, which includes the
likes of David Tlale, Thula Sindi, Suzaan Heyns and Fabiani, is testament to
AFI’s commitment to excellence in presenting the best in creative innovation
and commercial success.
In cementing Joburg’s role as a fashion capital,
AFI is excited by its partnership with the City of Joburg. “Partnering with AFI
to host these leading fashion events puts Joburg on a global platform as a
fashion industry leader, along with cities like Berlin, New York and
London,” says Ruby Mathang, MMC for Economic Development at the City of
Johannesburg. “These showcases of excellence in fashion design provide
unprecedented opportunities to communicate a strong message that Joburg is well
and truly open for global fashion design businesses, providing a unique
lifestyle destination for fashion tourists and buyers.”
By taking
MBFWJ 2013 to Newtown – a modern, aspirational capital of art, fashion and
design – AFI aims to support the city’s young and aspirational entrepreneurs.
This event will help AFI engage with young up-and-comers by facilitating a
skills exchange using AFI properties, specifically the AFI FastrackTM
and AFI Next Generation initiatives. Moreover, holding this prestigious event
in Newton will see a flood of urban trendsetters into the area, promoting it as
a secure, attractive and commercially viable place to network.
In 2013 AFI plans to concentrate on growing fashion
as a contributor to South Africa’s economy. In doing this, AFI is partnering
with the Gauteng Growth and Development Agency on two development initiatives:
- AFI Fastrack™ - The national graduate fashion platform offered by AFI which offers emerging young designers the chance to gain exposure with fashion week through seminars, workshops and career advice.
- AFI The Next Generation – A platform which offers graduates from the AFI Fastrack™ programme an opportunity to elevate their fashion businesses through continued growth opportunities like the recent mentoring programme.
AFI Executive Chairperson, Dr. Precious
Moloi-Motsepe says, “My heart-felt belief, underpinned by research and market
understanding, is that Africa holds the promise of a positive future for the
production and consumption of luxury goods and fashion. Joburg, as more than
Africa’s leading international business and networking hub, holds the key to this
promise. The city is a world-class fashion and shopping destination and
cultural centre and its designers are shining stars whose futures in the global
market look increasingly bright.”
South Africa and the continent as a whole can offer
new and exciting development to the international market. It all begins with
the 2013 AFI Mercedes-Benz Fashion Week Joburg and the development programmes
which follow.
From The Desk of: Khanyisile Khanyile | Ogilvy Public Relations | 011
709 6683
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