Media Release
For immediate release
African Fashion International takes African fashion to the World this Saturday
Johannesburg, 08 December 2008: The global marketing initiative run by leading authority on African fashion-related marketing initiatives, African Fashion International (AFI), will culminate this Saturday 13 December in the Miss World 2008 Finals, broadcast live at 17h00 on SABC 3 and around the world.
In partnership with the Department of Arts and Culture, African Fashion International has organised a number of events on behalf of the Miss World 2008 pageant and the Johannesburg Tourism Company, including The World’s Beach Beauty, the Miss World Fashion Show and the Radio 2000 Miss World Jewellery Show.
The culmination of these programmes will be seen in the Finals broadcast, where all 112 contestants will wear South African designer gowns and craft accessories in a glittering 14 minute segment. This is a world first for the Miss World Organisation, and will place South African fashion and craft on the world stage. An edited insert from each of the above events will also feature in the broadcast, going out to over 200 countries around the world.
Dr Precious Moloi-Motsepe, Chairperson of AFI, says: "Our mission at African Fashion International is to take African fashion to the world. This partnership with the Miss World 2008 pageant will provide African designers with exposure to a worldwide audience in excess of 2-billion people – an unparalleled coup for the local industry, and an extension of the already successful joint CSI initiative between AFI and SABC3, that has seen AFI dressing the on-air presenters in local designer garments five times every day of the year."
All three events have been designed to showcase the best of these key South African creative industries. Not incidentally, the sterling fashions on display also assist the contestants to look their best for the competition, something that they have all appreciated. In a great testament to the quality and design of the garments and craft items, Miss India, one of the 112 contestants, remarked of her dress (by design label Story) "I would love to buy this dress and take it home with me, it feels so wonderful to wear."
The DAC and AFI presented an award for Top South African Designer to Gideon, and a Top South African Crafter to Helen Ndamande, who partnered with designer Tiaan Nagel to create some spectacular garments. The awards were due recognition for the extreme effort and creativity of participating fashion designers and crafters.
Crafters partnered with the DAC will supply accessories for the garments, ensuring each contestant looks her best in this competitive competition. "This is the most incredible global platform for South African fashion and craft. It also gives us a chance to see all the diversity and richness of local talent in a single spectacular show;" says Mr Themba Wakashe, Director General of the Department of Arts and Culture.
All designers and crafters were commissioned to design to a brief representative of a South African aesthetic, combining traditional African influences represented in a contemporary style. In this manner AFI and DAC can maximise the offering to the international Miss World audience, thereby fulfilling the best ideals of Miss World’s slogan – Beauty with a Purpose.
In order to ensure that both designers and crafters receive the maximum benefit from this relationship, interested viewers will be directed towards an online e-commerce function on the Miss World website – www.missworld.com – to download details of the designers, and to order garments directly. This will result in direct commercial benefit to participating designers and crafters.
The Miss World finale pageant, under the auspices of the Johannesburg Tourism Company, will take place on 13th December at the Sandton Convention Centre. Catch it live on SABC 3 at 17h00.
Participating designers in this initiative are:
- Marianne Fassler
- Marc & Michael
- Gavin Rajah
- Fred Eboka
- JJ Schoeman
- Heni
- Black Coffee
- Palesa Mokubung
- Kluk CGdT
- African Mosaique
- Spero Villioti
- House Of Zion
- Stoned Cherrie
- Story
- Gideon
- David Tlale
- Strangelove
- Abigail Betz
- Tiaan Nagel
- Thula Sindi
- Gerrit Pienaar
- Stefania Morland
- Hip Hop
- Jenni Button
- Colleen Eitzen
- Aubrey Ramotla
- Julian
- Machere Pooe
- Malick
- Paul van Zyl
- Lunar
- Clive Rundle
Notes for editors:
About African Fashion International (AFI)
African Fashion International (AFI), founded, owns and operates the African continent’s most anticipated and directional fashion weeks, namely Virgin Mobile Cape Town Fashion Week, MTN Durban Fashion Week (50% ownership), Audi Joburg Fashion Week (autumn / winter) and Joburg Fashion Week (spring / summer), in addition to other fashion-related strategic marketing initiatives.
AFI’s values are:
- Excellence
- Innovation
- Transformation
- Development
- Relationships
- Integrity
AFI’s vision is to be globally recognised as the leading authority on African fashion-related strategic marketing initiatives and African fashion brands. AFI aims to improve the quality of fashion design output from Africa, to promote African brands, and to dramatically raise the profile of fashion designers from the continent.
AFI is spearheaded by Chairperson, Dr Precious Moloi-Motsepe.
Visit www.africanfashioninternational.com for further information.
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