Putting South Africa on the Global Fashion Circuit – Sonwabile Ndamase

Q Your
designs have a distinctly ‘South African’ feel. Is this intentional? And what
do you think contributes to their ‘South Africaness’ – is it the designs, the
textiles or the ‘unorthodox’ approach to fashion?    

 

 

SN Yes! And
yet what I still love most about fashion is its sense of flux. What we make
today might be worthless tomorrow, there’s nothing safe in fashion. It is a
train that waits for nobody. I’m an African designer. My designs embody an
innovative, elegant simplicity that’s sexy, functional and comfortable. My
inspiration is to cultivate a renaissance in African fashion with a
sophisticated, modern alternative to the usual craft theme.

 

 

I am
inspired by Africa’s landscapes, rich in colour and shapes with diverse fauna
and flora, and artistic heritage of her human children. My label – Vukani! captures
the true spirit of this wonderful continent. The Vukani! collections harmonises
this vibrancy with classical cross-cultural European designs, which appeals to
an international market.

 

 

Q There
seems to be quite a lot of controversy at the moment about South Africa
importing fabrics and clothing. Are you particular about the textiles you use?
Do you feel that designers should be using local textiles and if so, what are
the advantages of doing so?

 

 

SN I am
proudly South African and I do believe that the more we use the local content
in our designs the more we can create jobs in our country. I am very particular
about the kind of fabric and design that I make and use, so I do reiterate
that, this is an export industry which can earn large sums in foreign currency
for South Africa, but it is fuelled by fashion influences that dictate how we
should look and what we should wear. New colours and styles constantly create a
desire for new clothes, especially among young and fashion-conscious people.
But as I am a South African, I feel passionate about improving the indigenous
fashion in our country.

          

 

 

Q A few
South African designers are appearing on overseas catwalks. Do you think South
African fashion has export value? Do you sell your own designs elsewhere in the
world?  

 

 

SN Yes, I
do sell to clients in Japan, Sweden, America and London. 

 

 

Q Your Madiba
shirts have attained iconic status. Do you think that they have influenced the
way in which the international community and South Africans perceive ‘African
fashion’?

 

 

SN Nelson Mandela
has given people the courage to dress differently. There was a time when
dressing in African clothes outside rural traditional societies easily
identified one as an artist or an anti-Apartheid activist. Now African
traditional and modern outfits are turning up in our boardrooms and have become
an acceptable substitute for black tie. It’s official. Nelson Mandela is not
just a living saint, he’s a fashion statement.

 

 

Q Do you dress
any other famous figures/celebrities? 

 

 

SN Actors
and Presenters of our screens SABC 1 and SABC 2, individual musicians,
politicians, business people alike and company groups executives – to mention
but a few.

 

 

 

Q What does
the Old Mutual Vukani Fashion Awards mean to the industry? Do you think that
having a Fashion Week where designers can showcase their designs will have a
significant effect on the industry?

 

 

SN Old
Mutual Annual Vukani Fashion Awards finally brings South Africa and the
continent in line with other markets that showcase both Spring/Summer and
Autumn/Winter collections. If we want to be competitive globally this bi-annual
event is needed. I believe it will have a significant effect – it provides a
great opportunity for the industry and consumers to be exposed to local
design. 

 

 

 

Q The
northern hemisphere is having a flurry of fashion weeks. Will all the buyers at
the Old Mutual Vukani Fashion Awards be South African or will there be
international buyers too bearing in mind that the seasons are out of sync?

 

 

SN As it is
the 14th event I believe most will be South African and African Diaspora,
however, media exposure through international press reaches many globally. The
international calendar is now very busy – as almost every country in the world
hosts fashion weeks. The focus of global media isn’t just about the northern
hemisphere though; there are some powerful fashion events in the southern
hemisphere: Rio, Sao Paulo, India, and Australia all have hugely influential
events. I believe South Africa will be seen amongst these.

 

 

 

Q What can
people look forward to from your show in terms of trends, fabrics and
colours?  

 

 

SN A bit of
this and a bit of that, the taste of the pudding is in the eating, come and see
and make your own observation and conclusion. That's where the fun is going to
be… On this one comments are reserved.

 

 

 

Q What is
the purpose and scope of this industry in South Africa?

 

 

SN

1)
Textile manufacturing in South Africa contributes to the economic well-being of
the textile industry. South Africa is the world leader in Mohair production;
more than 60% of production is generated in this country. Mohair, which is the
fleece of the Angora goat, symbolises style and grace worldwide and has been
long treasured for its excellent qualities: lustre, silky, texture and
strength.

 

 

2) South
Africa is a major exporter of textile fibre. Exports also include household, technical
and industrial textiles. It also contributes to employment which decreases
poverty.

 

 

3) Because
of the influence South African fashion has on other countries i.e. SADC and
also African Diaspora, the manufacturing of these textiles allows for more
talent to emerge and not only how the designs look but also the unique
'Safricentric' fabrics and materials produced in our country.

 

 

 

www.vukanifashions.com & www.vukanifashionawards.co.za

  

 

Sonwabile
Ndamase

Executive
President

SAFDA/
Vukani Fashion Awards

4th Floor
Transistor House

65 Nugget
Street corner Pritchard Street

Johannesburg
2001

Mobile:
082-579 4236

Tel:
011-333-2636

Fax:
011-337-8914