When fashion week comes around, after the show, backstage, fashion editors and stylists have to get on the hustle, sometimes to a point of “harassing” designers as they try to get looks to shoot from the various designer collections. This is according to former Glamour Magazine fashion director Bronwyn Day who, after working in that post for seven years, saw a business opportunity that she is now taking full advantage of.
“I’ve worked overseas and I’ve experienced the professional service, with showrooms facilitating media on the designers’ behalf. Over and above this, there are many designers who don’t showcase at fashion week, and they don’t have proper platforms to showcase their work and build their brands with key media. This is why we’ve included designers who do not showcase at fashion week,” she tells Skattie.
THESHOWSPACE, the business she has set-up to address this, will be set up as a pop-up on Bree Street, Cape Town, with the support of the Cape Town Fashion Council (CTFC). It will stay open for six weeks, between July 30th and the 1st of September. There, editors, stylists and media will be able to view and get access to the collections the day after they are showcased on the runway.
Well known designers Stefania Morland, Leigh Schubert, Kat van Duinen and emerging talent including Julia M’poko of Mo’ko Elosa, are just some of the designers who will be benefitting from the services.
“Editors benefit from the luxury and convenience of sourcing latest designer collections under one roof,” Bronwyn adds. “The designers get maximum coverage of their latest collections, in as many relevant media titles. Media related queries will be dealt with personally on a daily basis, allowing designers to focus on other aspects of their business once the collection is done.”
By Sandiso Ngubane