Let go of the hype and the circus atmosphere, and fashion week is, in fact, a trade show: designers not only create collections for the love of fashion but also with the hope of attracting potential buyers.
Ranges that are commercial enough will find their way into the alleys of local retailers while others will fall into sartorial memorabilia. EMILIE GAMBADE explores life after fashion week.
SA Fashion Week (SAFW) hosted the Autumn/Winter 2014 fashion week at the Rosebank Hotel at the beginning of October whilst African Fashion International (AFI) just launched its Mercedes-Benz Fashion Week Africa - shows started on Wednesday 30th October.
Fashion weeks are, officially, events of fascination and elegance, notorious for setting the trends of the season to come. Whether you are a journalist, a designer or just an 'instagrammable' somebody, fashion weeks are platforms, to see and to be seen, by not only the media, who will or won't speak about one's work, (in 2012, Hedi Slimane for Yves Saint Laurent refused to invite the New York Times fashion reporter, Cathy Horyn at his show after he "objected bitterly to a review [she] wrote in 2004.") but also by potential buyers.
In South Africa, where...