The event provides emerging designers with a platform to showcase their work. However, CEO Candy Smith says more opportunities are needed beyond the runway.

“Throughout the year, we need to focus on training, strengthening mentorship, access to markets and working together with industry partners like government and the Youth Development Agency to strengthen this ecosystem so that our fashion entrepreneurs can have more opportunities.

“Our vision is to position the Free State Fashion Week as a business, as one of South Africa’s leading fashion development platforms with strong national and international links.”

Candy Smith, CEO of Free State Fashion Week. Photo supplied

Challenges remain significant. “Access to funding, equipment for our designers and consistent business opportunities remain the biggest challenges for us.” The organisation has been seeking greater support from industry partners and government for years. “It’s been ten years that we are knocking on those doors, and we really need those doors to open now.”

Another challenge is competition from international fast-fashion platforms, which offer cheaper alternatives to local designers, she added.

Local designers need to strengthen their skills and businesses to compete in an increasingly competitive market. “For young designers to be competitive, they need continuous development and learning, strong business skills that they can’t get overnight. The biggest thing is quality production. Our designers must focus on quality,” she said.

The Women’s Day Business and Fashion Fest on Saturday (8/8) brought together prominent personalities including Somizi and Lamiez. “The celebrities coming over is more about women’s empowerment. When we started in 2016, Women’s Day was more of a build-up to the Free State Fashion Week, but it has grown so much that it has now become an event on its own.”

Smith said last year’s event featured Zozibini, whom she described as a powerhouse, while this year’s event featured Somizi, who has built his own brand, and Lamiez, a successful DJ and businesswoman.

“Those types of celebrities come and contribute, so women in this province can draw strength from them. Apart from that, there were people who came from all over South Africa.

“I think Free State Fashion Week has really built a brand, and it’s now time to go beyond that and take the brand to the next level.”

Technology and social media are also key tools for local designers to market their brands. “I think technology is one of the biggest opportunities available to our designers. That is how you market your brand. Social media is very important. E-commerce and digital marketing allow a designer from Bloemfontein to reach customers anywhere in the world.”

Looking ahead, Smith said she wants the Free State to be recognised as a leading fashion and creative hub with strong local manufacturing. “There are strong factories in Botshabelo, so we need more retailers to visit our fashion shows and see what our designers are capable of.”

OFM News/Siyakholwa Mbatyazwa sm

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