TOP INTERNATIONAL FASHION AND LIFESTYLE CONSULTANT ADDRESSES LOCAL DESIGNERS IN PREPARATION FOR
AUDI JOBURG FASHION WEEK
Enter Avis Charles, a Jamaican-born, British fashion guru with 37 years experience in the fashion industry and a passion for Africa. “Most of the new ideas we see internationally have been inspired by this continent,” she expressed yesterday, in a workshop held in Johannesburg for key local designers who will be presenting their Autumn Winter collections at Audi Joburg Fashion Week in March.
African Fashion International’s initiative in offering this briefing to local designers emphasises the company’s commitment to developing the business – as well as the beauty -- of South African fashion. Charles’ insights proved invaluable in the ongoing challenge of having African fashion talent fully recognised on the global fashion stage.
Charles first recognised the continent’s untapped resources when she presented workshops here in 2002. She has since assisted with craft and product development and her efforts have been recognised in a meeting with Nelson Mandela, but Charles’ focus remains fashion. Having consulted to high profile clients like Vivienne Westwood, Mulberry, Essence magazine and the BBC, her savvy, scientific approach as a trend forecaster enables her to predict what colours and prints we will be wearing as far ahead as 2009. But it was Charles’ solid understanding of the workings of the global fashion machine that proved most valuable to a workshop that included key local players like Nkhensani Nkosi, David Tlale, Bongiwe Walaza and Maya Prass.
“Working as a strategic planner, I assist my clients in everything from sourcing fabrics and manufacturers to branding, marketing and public relations,” she expands. “But fashion trends relate to broader global issues. Hence the muddied tones we’ll see reflecting the world’s political crises and natural tones and textures reflecting current concerns about the environment.” Charles also identified key directions like the emergence of brights; turbulent combinations of prints and a carefree, cartoon like spirit. While South African designers need not follow these trends, an awareness of the global picture is key in targeting international as well as local fashion buyers.
Audi Joburg Fashion Week takes place in Soweto and Sandton over 4 days from March 5 to 8, 2008. The event will feature the ranges of some of the country’s top designers including Sun Goddess, Stoned Cherrie, KlukCGdT, Gavin Rajah, Hip Hop and Sonwabile Ndamase. More designers to be announced soon….
ENDS
Issued by Total Exposure / Helga Klizane
011 788 8725
helga@totalexposure.co.za
Vista Kalipa
vista@totalexposure.co.za
Notes for editors
About African Fashion International (AFI)
African Fashion International (AFI), formerly known as Leisureworx, founded, owns and presents the African continent’s most respected and exciting fashion weeks such as Cape Town Fashion Week, MTN Durban Fashion Week (co-owned with VShe Promotions)and Joburg Fashion Week) as well as other fashion-related strategic marketing initiatives.
AFI’s vision is to be globally competitive and recognised as a leading authority on African fashion-related initiatives and African fashion brands. AFI aims to improve the quality of fashion design output from Africa, to boost and promote African brands, and to dramatically raise the profile of African fashion designers.
AFI is headed by chairperson, Dr. Precious Moloi-Motsepe, a well respected philanthropist and businesswoman who is passionate about the promotion of African fashion brands and African fashion initiatives.
Visit www.africanfashionint.com <http://www.africanfashionint.com/> for further information.
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