Proudly South African Teams Up with Top Designers to Search for Local Fashion Supporters

Proudly South African is back on the fashion scene with the relaunch of the Local Fashion Police, a consumer-powered campaign championing homegrown talent. This local fashion movement, now in its 4th year, has partnered with FNB to support the Retail, Clothing, Textile, Footwear, and Leather (R-CTFL) sector, highlighting its significance in creating jobs and contributing to South Africa's economic value chain. The highly anticipated Local Fashion Police 2024 edition brings a fresh line-up of style authorities ready to make their verdicts. This year, the theme takes a daring turn, drawing inspiration from investigative storytelling and injecting a thrilling new narrative into the vibrant pulse of South Africa’s fashion landscape.

Fashion Icons On the Hunt for Local Fashion Supporters

Orapeleng Modutle of OM Style Avenue, Jessica Jane Molebatsi of Molebatsi, House of Ole by Ole Ledimo, and Imprint ZA’s Mzukisi Mbane are on the prowl, hunting down those stylishly guilty of backing local fashion. Once these trendsetting authorities lock in on their targets, the chosen few will be crowned the 2024 Local Fashion Lovers & Supporters.

The selected judges are renowned for their innovation, creativity, and dedication to showcasing local talent. They will play a key role in identifying and celebrating the most promising contestants who embody the spirit of Proudly South African. Each judge brings a unique perspective and wealth of experience, ensuring that this year’s competition will not only highlight the best in local fashion but also push the boundaries of creativity within the industry. The campaign aims to show general consumers the importance of supporting locally made fashion.

A Platform for Growth and Job Creation

The Chief Marketing Officer of Proudly SA, Happy MaKhumalo Ngidi, shared her enthusiasm, stating:

The Local Fashion Police campaign doesn’t just spotlight fashion; it holds consumers accountable for how they spend their rand, encouraging them to consciously choose locally made garments in their everyday lives. The campaign goes beyond being just a fashion competition—it's a strategic move to support and promote the R-CTFL sector, which has long faced challenges in gaining recognition and consumer support amidst competition from more affordable imported options. Besides fostering appreciation for local designers, the campaign aims to drive momentum for the growth of the industry.

A New Partnership with FNB

For the first time, FNB, South Africa’s Best SME Bank, has joined forces with the Local Fashion Police, partnering with Proudly SA to spotlight and elevate the local fashion scene. This collaboration promises to bring even more attention to the vibrant creativity driving South Africa’s style industry.

Andiswa Bata, CEO of FNB Business, emphasised the importance of supporting and buying from local businesses in the fashion sector:

How to Participate

Consumers are encouraged to showcase their style by posting images and videos of themselves wearing locally designed clothing, ensuring to showcase the country of origin from which the garment was purchased. Participants must use specific hashtags to enter the competition. Proudly SA, FNB, and the judges are looking for four winners who each stand a chance to win R40,000 worth of fashion from one of the Local Fashion Police judges. The prize will be paid directly to the designer who selected each winner, ensuring that the prize money supports the designer’s brand, with the winner receiving bespoke clothing valued at R40,000. This reinforces the campaign’s goal of promoting and supporting local talent.

Judging and Fashion Show Finale

Through a series of investigations, the judges will evaluate participants on various aspects of design, craftsmanship, and originality. This unique format aims to not only engage the public but also to inspire a deeper connection between consumers and locally made fashion.

The competition will culminate in a spectacular fashion show, where the winners will have the experience of a lifetime walking the ramp in designs by the esteemed judges.

Join the Local Fashion Movement!

The Local Fashion Police 2024 promises to be a ground-breaking event in the South African fashion calendar, shining a spotlight on the immense talent within our borders and reinforcing the importance of supporting local industry.

The Local Fashion Police 2024 campaign is proudly sponsored by FNB. Let’s celebrate South African fashion together and make a difference by choosing local.

Join the conversation and show your support for local fashion! Follow Proudly South African on X, Instagram, Facebook, LinkedIn, and YouTube using the hashtags #LocalFashionPolice2024 #BuyLocalToCreateJobs #FNBSupportsLocal.

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