Fashion Capital: How Johannesburg Became the Center of South African Fashion

Kicking off today, the 25^th edition of the South African Fashion Week takes place at the Mall of Africa in Johannesburg. The three-day event, which runs from 28-30 April, will showcase the SS22 collections of 20 designers to the media, buyers and the public.

For a quarter of a century, SAFW has been a key event on the African fashion calendar for both established and emerging designers. It has acted not only as a means to showcase new collections but as a springboard for homegrown talents into the wider business of fashion.

The luxury goods market on the African fashion industry has been rapidly growing over the years, with a lot of potential yet to be realized. One of the key spaces to watch is South Africa, which is the largest luxury market on the continent, with an estimated worth of $133m. In particular, South Africa’s largest city Johannesburg has been a major factor in the growth of the country’s luxury fashion scene and its rising profile on the international stage.

Once regarded as one of the most dangerous cities in the world, Johannesburg has not always been the creative hotspot that it is today. The city has undergone a major transformation in recent years, with new loft buildings, boutiques and office developments intermingling with the historic structures and vibrant culture of its inhabitants. You can now find a coffee shop on every corner and the sides of most buildings covered with art by local artists. For fashion lovers, there are several high-concept boutiques filled with homegrown brands you won’t find anywhere else in the world, making it as fashionable a stomping ground as Brooklyn.

“The city has so much diversity and energy because of the many people coming from all parts of the country to hustle and to make a living there – it’s a city that embodies the heartbeat of culture in South Africa,” says Vanessa Maseko, Senior Account Manager for Brands at The Folklore.

A representation of this energy can be seen in the recent Netflix series Young, Famous & African, the first African reality show on the streaming platform, chronicling the lives of entertainers and entrepreneurs in Johannesburg. The show is set in Johannesburg’s Sandton district, which is often referred to as the “richest square mile in Africa”, thanks to its location as the financial hub of the city. While the glamour and flashy cars, clothes and jewelry are all similar to what you would find on any other reality series in the west, Young, Famous & African displays the beautiful scenery, creativity, bold fashion and energy that are quintessentially African.