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| Lufthansa 1st Best Collections Finalists |
Leading international carrier Lufthansa is
again sponsoring one of the most keenly anticipated showcases at the SA Fashion
week, the Lufthansa 1st Best Collections.
This initiative provides the country’s young emerging designers with the
opportunity to showcase their collections and introduce the world to their
talents.
The designers who are considered to represent
the future of the local fashion industry are selected by the SA Fashion Week
board to provide greater exposure to their brands. “Lufthansa German Airlines
is proud to be the official airline partner of the SA Fashion Week,” says Dr
Andre Schulz, General Manager, Southern Africa, at Lufthansa. “Not only is the
Lufthansa 1st Best Collections a celebration of entrepreneurship, is it also a
unique opportunity to take locally inspired fashion across the globe,
connecting South Africa to the fashion capitals of the world.”
This year marks Lufthansa’s fourth year of
sponsoring the 1st Best Collections at the SA Fashion Week. Seven designers
have been selected to showcase their designs at the show on Tuesday, 5 April,
at 21:30, at Hyde Park, House of Events on 7. This year’s finalists are:
Somerset Jane, T’Niche, Lumin, Greerkyle, and Heart & Heritage. The winner
of the show will be announced on the Tuesday evening after the show.
“The Lufthansa 1st Best Collections is an
important platform for next-generation designers who have been in the industry
for less than a decade,” says Lucilla Booyzen, Director of SA Fashion Week.
“Although all the finalists possess a particularly strong signature, good
design alone is not enough to help good young designers become brilliant
designers who go on to play a leading role in the creative fashion design space
of a country.
“It takes hard work combined with the correct
marketing platform, social media savvy, correct timing, master manufacturing,
the right clientele, celebrities, and personal marketability for a designer to
be seen by the media and other key players. They need to be pushed into the
limelight where they are recognised, talked about and given opportunities to
fast-track their businesses. Through 1st Best Collections, Lufthansa is
providing these designers with an opportunity of a lifetime.”
Dr Schulz, joined by other fashion industry
professionals, made no joke when reviewing the business cases and collections
of the above selected designers. “Certain criteria were under spotlight. The
importance of having general business acumen was equally weighted against a
designer’s self-awareness,” said Dr Schulz.
“We want the winning designer to succeed. Our
show provides a platform for the designers to draw support from the SAFW
network. Being business savvy, as well as having the aptitude to amplify their
brand, is critical in making the most of all opportunities that will present
themselves to the winner. The finalists selected will proudly represent the
best of emerging local talent in this year’s Lufthansa 1st Best Collections,”
concludes Jola Slomkowski, Marketing Manager, Lufthansa, South Africa.
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