A Soulful event for designers & fashionistas alike

Posted on Aug 15, 2008

So the question remains, how on earth do we make money from our art? Represent’s resident fashion fundi Vincent Zondo reckons part of the magic formula is a robust PR and marketing plan. He lets us in on a must-attend event (THIS SATURDAY in Jozi) for everyone and their muse working in the fashion and clothing industry, the OldMutual SoulSessions, taking place this weekend in Jozi and then in Durban and PE in the following two weeks. Click here for more info and make sure to pay the very affordable price to get the lowdown on getting your genius out there. Represent! Last year at Fashion Week, in between all things fashionable – I managed to catch Chris Viljoen – ELLE magazine’s Fashion Director to get his view on the shows, designers and collections that we had just seen. The (important) fact I wanted to probe was his opinion on how our local fashion designers faired compared to international designers, particularly on the business side of the trade. Chris represents true international fashion exposure, I mean, thanks to him and ELLE (The bible) we got a glimpse of some of the hot-off-the-ramps trends that graced Paris fashion week, nice! His response highlighted the realities facing South African fashion designers and entrepreneurs alike…how to make a business out of fashion. Now, fashion designers and fashionistas…do Pay attention here: “Our designers have a long way to go when compared to fashion houses like Marc Jacobs, Paul Smith, Gucci or Prada and other independent designers internationally as they operate as mobile brands” said Chris. I concur. I think that the success formula has to include independent designers acquiring a Publicist that goes all out to ensure consistent media exposure, you know, the experienced marketing types with ties strong enough to hook up unique brand opportunities – whether its dressing Halle Berry to the Oscars or Paris Hilton for that hugely publicised VIP event; a continuous efforts is made get the designer’s brands to attain some form of association with that ‘glam space’ of fabulous fashion. Hence I say their approach to fashion and business is far more advanced than ours (which is still in it’s teens?). Also most noticeable about these designers is that they know just how to network, are super business savvy and good at working opportunities that can help them get ahead of the pack. This is FASHION and competition is always cut-throat – the work doesn’t stop when fashion week ends. A step in the right direction – here’s how. Now, as much as we are all aware that we have some catching up to do and the...