Why South Africa Fashion Week Hit Pause — and What’s Next

South Africa Fashion Week (SAFW) has announced a strategic pause to recalibrate and reshape its future, with plans to unveil a new direction in January 2026. The traditional fashion week model, which involves staging two large seasonal shows, has become unsustainable due to increased production costs, supply chain instability, and reduced visibility and retail opportunities for designer-led brands. Many designers have shifted to direct-to-consumer sales via social media platforms. SAFW's founder and director, Lucilla Booyzen, explained that the old model was designed for a different era and that SAFW needs to evolve to continue serving the industry. The organization relies on corporate sponsorship, which is a significant challenge given the dominance of sports in sponsorship spending. SAFW is not government-funded. The upcoming transformation will involve a 360-degree digital rollout, followed by a combination of live and digital shows, digital marketing, and storytelling starting April 23, 2026. The new SAFW aims to become a year-round ecosystem focused on digital storytelling, designer visibility, and market access, facilitating this through retail collaborations, art and design crossovers, education, and digital content creation. While the news caused initial surprise, many in the South African fashion industry believe this recalibration is necessary and will lead to positive change. Designers like Lezanne Viviers have noted that the traditional twice-yearly collection format is no longer relevant for many brands aiming for sustainability and that a more intimate, salon-style approach might be more effective. Despite the format shift, proponents emphasize that fashion weeks still play a crucial role in building designer followings and fostering community networking. Booyzen is actively engaging with designers and the wider industry to ensure a shared commitment for the transition, aiming for long-term commitments from retailers, continu... download the app to read more