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 in its 4th year, now in partnership with FNB, is in support of the Retail, Clothing, Textile, Footwear, and Leather (R-CTFL) sector highlighting its significance in creating jobs for many South Africans and contributing not only to the value chain but to the economy of the country as well. 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.
Orapeleng Module 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 national campaign which launched on the 1st of August, will culminate into a fashion show finale at the end of November where the winners will hit the runaway and showcase bespoke designs made for them by the designers.
The selected judges are renowned for their innovation, creativity, and dedication to showcasing local talent. They will be the key figures in identifying and celebrating the most promising contestants who embody the spirit of Proudly South African.
Each judge brings a unique perspective and a 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 while highlighting to general consumers the importance of supporting locally made fashion.
The Chief Marketing Officer of Proudly SA Happy MaKhumalo Ngidi, shared her enthusiasm, stating, “We’re thrilled to kick off the fourth instalment of this impactful initiative, the brainchild of our organisation in an effort to keep pushing boundaries and tackle our localisation agenda using different platforms. At Proudly SA, we take pride in creating platforms that empower each sector to flourish, offering a unique opportunity for direct engagement between brands and their consumers. The Local Fashion Police campaign doesn’t just spotlight fashion; it also holds consumers accountable on how they spend their rand, encouraging them to consciously choose locally made garments in their everyday lives”. The campaign goes beyond just a fashion competition. The Local Fashion Police initiative is 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.
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, puts emphasis on the importance of supporting and buying from, local businesses in the fashion business. “Our ability to achieve sustainable economic growth is highly dependent on the success of our country’s local businesses. SMEs contribute significantly to the country’s economic growth making them fundamental to creating employment. We acknowledge the crucial role local businesses play in our economy and being part of the Proudly South African Local Fashion Police initiative embodies our efforts to invest, build, and monetise their businesses in the fashion industry.”
Consumers are encouraged to showcase their style by posting images and videos of themselves wearing locally designed clothing and most importantly showcasing the country of origin from which the garment they are wearing was purchased. They are urged to 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. This ensures the prize money supports the designer’s brand, with the winner receiving bespoke clothing valued at R40,000, reinforcing the campaign’s goal of promoting and supporting local talent.
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.
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, Tik Tok and YouTube using the hashtags #LocalFashionPolice2024 #BuyLocalToCreateJobs #FNBSupportsLocal.
