Alternative modes of expression for the culture, by the culture

With only two showcases under their belt, street fashion enthusiasts, For The Culture Movement have made a mark on the streets of Braamfontein. The brainchild of Grace Letsoalo, the movement was born on 13 April when Grace decided to switch up a dance performance piece she had planned for one of South Point’s student residence – she put together a group of models and designers to add a bit of bang to her performance.

“I wanted to perform there as a dancer but I decided to switch it up because I wanted to arrive in style. That’s how I am, I go big all the time,” Grace said.

Within a month the midday idea turned into a sustainable art project and agency that has since incubated other creative individuals who dabble within street art, skateboarding, models and upcoming designers. The family of creatives who make up For The Culture Movement work hand-in-hand in pivoting their work and changing Braamfontein’s creative landscape.

“I realised that it had a lot of potential in terms of the revenue it would bring in for us as a team,” said Grace.

The art project is mainly based on quarterly fashion walks that have been slated to take place in the streets of Braamfontein. These fashion walks work as the movement’s statement piece, which aims to draw people into a culture of art in its different forms. The movement speaks to the way in which young people from different backgrounds, but largely disadvantaged, have taken to thrifting culture to maintain and create a way to represent themselves boldly.

“We start finding ourselves as we grow up and we go on to do things that people consider crazy, but, for us it’s expression and not crazy,” Grace said.

The second showcase took place on 25 May in the streets of Braamfontein and was supported by Red Bull. Directed by Grace, the show took and unconventional turn and went into Once in Joburg Hotel, Converse store, Braamfontein ramp, Neighbourgoods and Metanoia.

“We’re trying to disrupt how people view landscapes, especially the streets. The fact that we have most of our performances on the streets shows that you don’t have to hire out venues and have audience to make a statement,” she said.

Grace said the movement uses the different ways in which people express themselves as a means to change the negative narratives surrounding youth who live alternative lifestyles. The energetic and vibrant movement has called on like-minded creatives to join in by hitting them up on their social media platforms @gracey_ml and #ForTheCultureMovement, @invade_8.