Fashion is about more than what we wear. It is about identity, culture, creativity and the courage to stand out. And if there is one thing SA Fashion Week, which took place in Johannesburg from October 21–25, continues to prove, it is that South Africa has talent in abundance.

With another edition of SA Fashion Week wrapped up, director Lucilla Booyzen is celebrating an industry that keeps evolving and finding its voice. For her, the excitement goes beyond the collections on the runway and is amplified when designers turn their creativity into businesses, creating jobs and showcasing the rich cultural diversity that makes South African fashion unique.

“What stood out most was an overall strong sense of growth,” says Booyzen, highlighting the improvements in design, craftsmanship, cultural representation and the understanding of how creativity can translate into business success.

She is particularly proud of local designers’ resilience, many of who build their businesses without funding, as well as the growing recognition of the industry’s importance in South Africa, across Africa, and internationally.

More than a pretty picture

Booyzen says a designer’s success ripples through the creative industry, creating opportunities for everyone from manufacturers and suppliers to retailers and other creative professionals.

She has also noticed designers’ growing understanding of the business side of fashion, including the importance of delivering quality work on time and making sound business decisions.

But building a successful label takes more than a beautiful collection. Her advice to emerging designers is to learn the business of fashion.

“You cannot do business if you do not know how to,” she says.

Understanding the fashion value chain, researching customers and developing a recognisable signature style are all essential ingredients for long-term success.

She says designers should put humility, professionalism and a willingness to learn above ego.

The passion behind the platform

Putting together SA Fashion Week comes with challenges, and funding remains a major concern. Yet Booyzen’s belief in the creative fashion industry’s potential keeps her going.

One of the most rewarding moments is receiving a WhatsApp message from a designer acknowledging SA Fashion Week’s role in growing their business. It is a reminder that the platform is about creating opportunities and helping designers take the next step.

Over the years, Booyzen has also learnt that while she can open doors and create opportunities for designers to showcase their work locally and internationally, each designer must make the most of them.

It is a lesson in knowing when to step back and allowing designers to find their own way, even when she sees enormous potential in them.

A distinctly South African identity

Ask Booyzen about the legacy she hopes to leave behind, and she says it’s not about personal recognition. Instead, she wants South Africa’s decision-makers to recognise the importance of developing the creative fashion industry.

She believes designers should lead the industry, with manufacturing supporting their creativity rather than dictating its direction. “We will never develop our own identity if the fashion industry depends on manufacturing first,” she says.

And while the runway may be where the magic first catches our eye, the real success story unfolds long after the lights go down.

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