A fashion show’s location and production style have a significant impact on how the clothing is highlighted.
The African clothing company Merchants on Long organized a fashion display featuring South African designers at the Karoo Winter Wool Festival.
Designers like Mmuso Maxwell and Lukhanyo Mdingi showcased a true celebration of South African wool and skill at the fashion show, which was centered on sustainability and durability and portrayed a cyclical, sustainable fashion industry where clothing is returned to the source.
The showcase also included designs by Viviers Studio, Luminous Ware, Emelia Dorcas, INKE Knitwear, Fields, Wrapt Knitwear, House of Lucent, and GugubyGugu.
The curator of the show and fashion buyer at Merchants on Long, Sumendra Chetty, was quite clear about the types of designers she sought for the exhibition.
“In choosing the designers, I was quite deliberate. The first requirement was to find designers who had a history of working with the local wool sector; names like Lukhanyo Mdingi and MmusoMaxwell instantly sprang to mind.
“Our definition of luxury is based on durability, recyclable materials, respect for the environment and animals, as well as adhering to fair-trade principles.
“Every designer was required to adhere to this ideal, ensuring that we advanced purposefully. This showcase was identical to what we were presenting in person or online, according to Chetty.
Chetty and her colleagues devised something unexpected instead of the typical runway that we are used to. In order to display the most recent collections from the designers, models strolled beneath the stunning Karoo sky.
The visual storytelling had to have the same effect as the Karoo scenery. I made the decision to create layers to resemble the Karoo sky pretty early on because the trend was already so daring and distinctive.
From the delicate whites and creams of the cirrus clouds through the soft beige and sand of golden hour to colorful blossoms, dusk to blue, and eventually culminating in a starry night.
Content courtesy of IOL & NFH
