Sunday, November 15, 2015

Shadow by Sidumiso showcasing again at the Durban Fashion Fair

This article was first published on EnthuseAfrika.com

Zimbabwean clothing label Shadow by Sidumiso which was founded by Sidumiso Tshuma, is amongst the three Zimbabwean designers that will showcase this week at the Durban Fashion Fair 2015. It will be the label’s second appearance after it displayed a high quality ready to wear collection last year. The prestigious event will be held from the 26th to the 29th of August.

 The other 2 Zimbabwean designers who will showcase alongside Shadow by Sidumiso are, Zanele Dube, the founder of ZAH Designs, and Saneliso Mpofu, the founder of Sanah Designs. The three designers who recently graduated from the Edgars Young Designers Attaché Programme, as a benefit from showcasing at last year’s Intwasa Fashion Show, will be both opening and closing the fair, respectively

The designers passed through the Edgars Young Designer Development Programme, an initiative by Hunnar Management Agency and Edgars Stores Ltd. They are therefore expected to showcase their professionalism and quality collection during their shows where they will showcase their 16 looks collection.

The participation at the Durban Fashion Fair is as a result of the twinning relationship between Bulawayo and EThekwini. The twinning agreement was signed in 2010. Bulawayo has been participating in the annual ‘Celebrate Durban’ since the signing of the Memorandum of Understanding (MOU) in 2002. Zimbabwe’s participation at the Fashion Fair started last year with representation from Shadow by Sidumiso, BlinQ Xclusive Jewellery, and Ara Kani.

“These recent developments coupled with the City’s history as a clothing industrial hub, will further compliment the anticipated declaration of Bulawayo as a special economic zone for clothing and leather. We hope that what the designers learn will be able to put the City on the international fashion map and join other cities such as Milan, Paris and London,” said Mrs. Nesisa Mpofu, the Senior Public Relations Officer of the City of Bulawayo.

Durban Fashion Fair is one of the leading Fashion Events in Africa and it attracts the stature of internationally recognized fashion weeks. The fashion event will be running for 4 years this August and it is attended by a thousand fashion buyers, textile companies, fashionistas, media and industry players. Through hosting the Durban Fashion Fair programme, over 1500 temporal jobs are created and 500 are created through development, mentoring and training of designers.
“I am happy to report that over 2500 people attended Durban Fashion Fair 2014. Industry workshops conducted by leading industry experts Dion Chang and Nicola Cooper went very well with over 120 fashionistas and industry players attending. Pop Up Shops provided a good platform for buyers to interact with exhibitors”, lamented Cllr James Nxumalo, Mayor of eThekwini Municipality, Durban.
Every year 10 young designers from Durban Fashion Fair are selected to attend the Milan Internship Programme and other designers are invited to participate in the South African Fashion and Culture Show in London. The Event is LIVE streamed online on SDR LIVE.

“I am really excited to be showcasing at DFF, it is a great opportunity for any designer to be involved in international shows such as this. It is one of my best highlights so far and my collection will represent a sophisticated, bold woman,” said Zanele Dube

“Durban Fashion Fair is such a good platform to penetrate the commercial world of fashion. Having been considered from a hundred applicants is a humbling feeling. It is a good push to the right direction and I am really grateful to Edgars Stores for training me to be the best I can be,” added, Saneliso Mpofu
“I am excited to have been invited once again to showcase at the Durban Fashion Fair. When you put in work in perfecting your craft, it eventually shows. DFF is highly competitive, you have designers such as Thula Sindi, David Tlale and Paledi Segapo showcasing, and hence an invitation to showcase again is appreciated. I am going to do my best to represent Zimbabwean Fashion,” lamented, Sidumiso Tshuma.

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