As the fashion world gears up for one of Southern Africa’s most significant events, South Africa Fashion Week (SAFW) stands poised to make a bold statement. With a focus on responsible fashion production, SAFW 2024 promises to be a beacon of sustainability and innovation in the industry.

Scheduled to take place from April 18th to 20th, 2024, at its traditional venue, the Mall of Africa, SAFW is set to showcase collections that embody timelessness, innovation, and sustainability. Under the directorship of Lucilla Booyzen, SAFW has emerged as a platform for designers committed to ethical and environmentally conscious practices.

Director Booyzen emphasized the commitment of participating designers to responsible fashion production, aligning with SAFW’s vision for a non-toxic industry.

“Seventy-three percent of designers participating in SAFW/2024 are committed to responsible fashion production,” Booyzen stated, highlighting the growing momentum toward sustainability within the fashion community.

Partnering with local brands such as Mr Price, Mall of Africa, Cruz Vodka, Isuzu, and L’Oréal Paris South Africa, SAFW aims to amplify the soft power of fashion while promoting sustainable business practices among designers. These partnerships not only provide financial support but also offer valuable insights into brand management and the demands of running a sustainable fashion enterprise.

The opening of SAFW will feature the Mr Price Talent Search Show, showcasing the work of emerging designers such as Lukhayo Mdingi, Mmuso Maxwell, and Fikile Sokhulu, among others. The event’s lineup also includes the Cruz Collective show, headlined by acclaimed designers like Imprint, Michael Ludwig, and Thabo Makhetha, known for their innovative and sustainable creations.

“Their financial contribution as well as deep grasp of how to leverage and alish their brands with soft power of fashion have allowed designers to develop a growing understanding of the demands of running a sustainable business as creative entrepreneursm,” said SA fashion week director Lucilla Booyzen.

Day two of SAFW will see the spotlight on designers like Jacques van der Watt of Black Coffee and Ponti della Moda, presenting collaborative projects with the Italian embassy in South Africa. Closing out the event on day three will be a showcase featuring talented designers from Mozambique, including Ganian, E-Manias Shaazia, and Adam and Omar Adeline.

As SAFW 2024 unfolds, it serves as a testament to the growing importance of responsible fashion production in the global fashion landscape. By promoting sustainability, innovation, and ethical practices, SAFW continues to lead the way toward a more conscious and compassionate fashion industry.