SA Fashion Week Goes Digital

Photo credit: SA Fashion Week AW 20 – Loice Seekane

SA Fashion Week:

In the wake of #CoronaVirus and being confined at home, all prospects of enjoying the glitz and glam that is SA Fashion Week soon became a dream more than a reality.

It is the event on my calendar that I anxiously await, relishing in the fashion from both new-comers and well known designers.  For the last 3 years, I managed to have the perfect Birdseye view of the best in the business, and I was sure that 2020 wouldn’t disappoint.

That was until Covid-19 hit our shores, harder than the new Versace release or a sale at Louis Vuitton (another pipe dream).

All prospects of the event, which will be celebrating it’s 21st year flew out of my social calendar, because you know, social distancing and no gatherings bigger than 100.  And let’s be honest, not even the hottest fashion is worth the risk of this pandemic.

And then like an angel sent, the press release arrived in my inbox.

Fashion Week is going ahead, but just a little differently this year.

In the words of Lucille Booyzen, the CEO of Fashion Week: Change, change, change. The thing we embrace and fear with equal measure.

The press release shed light on the recent speech by our President, and with that in mind the team at SAFW made a Plan B for the upcoming Spring/Summer 2020 showcase. And boy is it a plan. A climate-friendly, green-friendly, COVID-19 respectful, digital-only SA Fashion Week.  This will be the first of its kind, and it is both smart and bold.  Everything we expect from SAFW.

She went further to say, that this state of disaster has in fact paved the way for something unique and beautiful to happen. she goes on saying that it was the push they needed, as they have wanted to push change and the agenda.

Refreshing and relevant new stories from the designers will be told and the sponsors and other stakeholders will all be part of the bigger, global audience.

As the 23rd SAFW, this will indeed be the most important one, taking place 22 – 25 April 2020.

And just like that my excitement is restored.  I may not get the chance to dress-up and photo-op, but I can watch it digitally.

Will you be watching?  Let me know in the comments below.

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Luxury Brands


Adele Koolen
Adele Koolen

Luxury Brands Editor

Adele’s romance with luxury began when her grandmother sprayed Chanel no 5 on herself for the first time. As the owner of a digital marketing business, Social Link, she works with luxury brands and products on the daily. Her advice is to invest in that one luxury item that you’ve always wanted and to build your closet around it. Save up for what you really want, you deserve it!

  1. Will definitely be watching, they talked about 21centuty business for far to long Corona virus is the practical test 😊, can’t wait… Be safe everyone.

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BLOSS is an international media platform for South African women who live all over the world in the age group, 20 – 35 years. We integrate print and technology through innovative and exciting ways to keep things fresh, modern and interactive.