Leading technology developer, OPPO is excited to continue its partnership with South African Fashion Week (SAFW), as it challenges old-age norms through the empowerment of South African culture and true authenticity. With four local designers tasked to curate a line inspired by innovation, it highlights the significant impact that technology has on the global creative industry.
Putting SA on the map
While global trends tend to influence the overall style and tone of outlet fashion, South Africa is rich in diversity and actively celebrates inclusion. A boiling pot of culture, colour, and curiosity allows for some of the bravest, boldest designs to shine unapologetically.
Renowned designers, Amanda Cherry and Brendon Sturrock of Laird Cherry speaks on keeping culture at the heartbeat of their designs since its inception in 1996, “We are rooted in SA, and every design is impacted by the incredible modes of dress historically found all over the country and incorporating elements of these, into trend-relevant garments. We focus on the lifestyle, mindset and body shapes of South African citizens to make clothing that fits their body and heritage.” says Cherry.
While the South African fashion industry is well-established, it is rapidly growing to increase its foothold on dominating global clothing conglomerates. SAFWxOPPO designer, Jacques Bam, of the luxury brand BAM Collective uses contemporary South African styles and philosophies to create a line that inspires local youth to wear clothing that represents who they are.
Art & Aesthetics
OPPO, having just launched its newest flagship smartphone, the Reno7 5G in April provided designers an opportunity to incorporate its signature device aesthetics into the vibrant looks that took to the runway. While the device offers numerous world-class capabilities, the space-inspired Startrails Blue colour and camera were most commonly integrated. Unlimited Me in Portrait allows each user to immediately capture their unique style and personality.
“I’m a visual storyteller and my line represents authentic stories told boldly. The Reno7’s Unlimited Me in Portrait presents an opportunity to express individuality without boundaries which encapsulates what my line stands for. While the stunningly seamless Startrails Blue certainly influenced my colour palette.” says Mpumelelo Dhlamini, Founder and Creative Director of Ezokhetho, a bespoke brand that was featured.
Technology increases sustainable production
As technology continues to infiltrate multiple industries, art and fashion are slowly adapting its approach to create a more effective creative process with limited wastage. With virtual designs, no physical textiles need to be used, allowing for a sustainable, multi-purposeful approach.
Artho Eksteen, an OPPOxSAFW designer, is the founder of Artho Eksteen, a company that promotes slow fashion and ethical fabric sourcing in order to educate and protect a healthy and ethical consumer culture. When garments are designed, the goal is to achieve timelessness and a lengthy wardrobe life cycle while being distinctly handmade and innovative. Their environmental sensitivity extends to packaging solutions, ensuring that any and all trash generated during the shipping and sale of their clothing has a minimum environmental impact.
As OPPO continues to invest in industries outside of technology, it highlights that innovation can bolster multiple markets. “Our second show only emphasises that cultural shift towards celebrating local heritage through art, fashion and design. Young designers deserve a platform equal to their stellar designs, and with SAFW we’re able to provide just that. OPPO remains invested in South Africa, and we’re excited to help it grow through our technology.” says Avashnee Moodley, Head of Marketing at OPPO South Africa.
South Africa is a nation of storytellers that express their passions art, fashion and design. Couple that with innovation, and the possibilities are grand.
