Many South African consumers are fed up with being a carbon copy of the westernised world. They are embracing their African roots and heritage to truly stand out and make a name for themselves as citizens of South Africa.
There is beauty in our growing continent that has been exposed to more opportunities and people that are set on changing the perception of Africa and South Africa.
This also includes not only being inspiration for overseas designers but wearing our own local fashion that has African aesthetics. This is what makes an African stand out especially when they go abroad.
The sort of things that scream “South African” , for example, include the vuvuzela, Ouma rusks, vetkoek, Ace maize meal, our Big 5, the protea flower and milk-tart. Beyond this there are a number of things that make South Africa particularly, different from the world. It’s these little things that designers can incorporate into their products. It is quirky and unique and exactly what consumers will be attracted to if they want to embrace what’s truly local about this country we live in.
Article by Gabrielle Mixon
TrendER Insights’ Fashion Researcher, Communicator & Trend Analyst