The Rise of Uniquely South African Design -
A background reference to South African design, produced by Africa Fair
Cape Town, July 9, 2004 - Ten years of Democracy have not only brought social and political change to South Africa but also a newfound freedom to have pride in ourselves and a freedom to express ourselves. This confidence in our heritage has meant designers have begun to draw on local inspirations, rather than copying and needing inspiration from overseas. This has lead to a uniquely South African aesthetic that is being heralded around the globe as desirable and hot.
Although South Africa always had the building blocks for our own authentic and unique design, we were trapped by our own insecurities, looking outward to international arenas, instead of locally for inspiration. As Jackie Burger, Associate Fashion Editor of the local Fairlady Magazine puts it, “Consider that it took time for our country to heal and Nelson Mandela to teach us the wisdom of forgiveness, compassion and pride. And now, just 10 years later, we are starting to reap the rewards as, with abundant energy, we’re tapping into ancestral memory, reinventing and creating our very own.”
The contemporary design language of South Africa is being inspired by our multicultural diversity (our country has 11 official languages), craft skills and the African landscape with its unique colours and textures. Arising out of this is a sophisticated rendition of African deign that is contemporary, inclusive, funky and urban.
The new South African design does not discluded the rest of the world. While not prescribed to by what is hot in Paris, London, New York, “creators do have an eye on international standards and current lifestyle trends are often absorbed and reinterpreted through a local filter. The materials (or the visual symbols if you like) are ours - our graphics, textiles, cultures, people, ornamentation, history and lifestyle. What gives South Africa the must-have edge it once lacked is the production of original goods to international standards at a time when the world is resisting globalisation and branding with an all-out search for individuality.” Emma Wright, South African Elle Deco.
International retailers are beginning to catch onto the hot design coming from South Africa and our products are being stocked by companies such as ABC Carpet & Home, the Conran store, Liberty of London and Nicole Farhi Home. These products are not only contemporary and relevant but many follow in the old African story telling tradition and have their own story behind them, adding to the buyers delight at finding something with a unique identity rather than another mass produced branded good.
All of this is spurring South African designers onto new frontiers as we grow in confidence of our place on the international design map. As the Creative Director of Camper Shoes, Shubhankar Ray recently said, “Today any place has the potential to set trends. In an increasingly monoculture world, diversity sets the trends.” This is certainly true of South Africa who is taking its place in the global design world.
About Africa Fair Passionate about fashion, and inspired by the colorful creativity of Africa’s designers, Jennifer Fair set up Africa Fair in 2002. Her strong belief that local African designers could successfully sell their products in international markets, combined with a desire to move from a corporate venture capital job, motivated her to create a business that focused on matching the finest of African accessories with lovers of unique style. Africa Fair brings innovative African design to the global fashion accessory community thereby helping to preserve local crafting skills in Africa and providing much needed employment. Africa Fair’s first collection was launched in New York in November 2002. The company is currently based in Cape Town, South Africa and New York City.
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