"This departmental, retail space is something that we have wanted to bring to South African consumers for quite some time," comments Lucilla Booyzen founder of SAFW. "Our aim has always been to create awareness in the minds of the South African consumer of the vast creative design resources that are available to them through our emerging as well as flourishing design industry.
"The designers have been curated and we will have only the best of South African design on show. Buyers from around the country have been invited to attend the show, to find individual, classic, edgy design for their boutiques and designer emporiums. There will be approximately 60 stands showcasing fashion, accessory and jewellery design. The Jewellery Council of South Africa has facilitated the opportunity for small jewellery designers to exhibit at the SAFW showroom.
"Many consumers have come to know local designers through SAFW, design boutiques and the local media, yet access to their designs has not always been possible. This designer showroom will help grow the design industry, taking designers to a platform where they can interact, network and build their businesses with consumers and buyers in retail place where there is a large footfall, something the majority of them have not been given before. They are after all the future stars of South African shopping culture.
"The demand for South African design has continued following the good momentum we received from Soccer World Cup. The local designer showcase is one of the first steps in bringing back the confidence into South African design and designers," she concludes.
The showroom featuring summer collections will run from 8-10 October at the Sandton City Fountain Court from 9am to 6pm daily.
