Cape's Precious loss is Gauteng's gain

Cape Town - Johannesburg’s wealthy fashion followers have led African Fashion International (AFI) to break tradition and shift its seasonal showcases to ensure fashion designers cash in.

AFI’s boss, Dr Precious Moloi-Motsepe, told Weekend Argus her company had decided to move its Spring/Summer shows, traditionally held in Cape Town, to Johannesburg where more people financially support local fashion.

Showcasing a longer season’s trends in Johannesburg meant introducing consumers to local designers for “business optimisation,” said Moloi-Motsepe.

“Our aim is to align designer collections with the most profitable season at the best location at the right time.

“Joburg is the economic centre for the continent with most local shoppers concentrated in Joburg. Many shoppers from the continent (Africa) come to Sandton City to shop,” she said.

“The southern hemisphere with its long summers renders the Spring/Summer collections commercially most profitable with a long sales period into the festive season. This means more sales and income for our designers.”

Cape Town will now host AFI’s Autumn/Winter showcase of local and international fashion designers.

Moloi-Motsepe also indirectly picked on the fact that Cape Town slows down considerably on the cultural and lifestyle events front during colder months.

Moloi-Motsepe said their decision was also based on research that showed the “Joburg market is very responsive to fashion”.

“In Cape Town, the tourist market supplements the more laid back local fashion culture.”

AFI met local designers to discuss the shift and Moloi-Motsepe said the industry response was that “commercial success is important”.

“Accessing appropriate markets at the optimum moment in the fashion cycle will reduce the investment risk for designers,” she added.

AFI's next event, the Mercedes-Benz Fashion Week Joburg (MBFWJ), will run from August 11-13 at Mandela Square in Sandton City.

Weekend Argus