South African Ekhaya Fashion Showcase at London 2012 Olympics
South African fashion showcase in London featured designers from diverse backgrounds
Sport and Recreation South Africa (SRSA) in partnership with Department: Arts & Culture recently launched South African fashion showcase during the London 2012 Summer Olympics.
The Queen Elizabeth Hall on London‟s South Bank opened its doors on 4 August 2012 to showcase the work of 9 South African designers. The showcase, part of a concept known as Ekhaya has been developed to inspire the world to visit South Africa and experience the culture of Ubuntu.
The narrative based showcase featured designers from diverse backgrounds: story telling expressed through the medium of fashion. SRSA have over recent months carefully selected designers from across South Africa, promoting social solidarity and common citizenship.
Designers showcased in true rainbow nation style: collections will feature traditional, ethnic, bridal, avant garde, classic and contemporary fashion using a plethora of fabrics and techniques.
The theme of the showcase widely covered South Africa‟s colourful history, with a fusion of colonial, rural, urban and the new South Africa.
Featured designers were Clinton Lotter, Craig Jacobs, MosewaMosa, Rubicon, Naked Ape, PalseHomme, Sibu Msimang, Gugulam and Suzaan Heyns.
Each collection was set to cover a specific narrative, accompanied by iconic South African music by legends.
"Ekhaya", a Zulu word meaning "home" or "my home" is an exhibition and hospitality centre serving as a home away from home for South Africans, South African athletes and guests. It is a place where everyone can learn and experience the wonderful richness of this beautiful country on the southern tip of Africa.
Sport and Recreation South Africa (SRSA) initiated the Ekhaya concept at the 2000 Commonwealth Games with the aim of promoting South Africa, providing a support centre for South African athletes and other South Africans attending the event and also providing an opportunity for South Africans living abroad to be part of the South African experience.
This materila was kindly provided by Pinstripe Cherry Limited on behalf of Department of Sport and Recreation South Africa.
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