Dive into the heart of South African fashion as we take you on a journey through SA Menswear Week (SAMW) 2024. From the red carpet to the latest trends gracing the runways, we sum up the style and substance that defined this iconic event.
Written by: Robert Sam-Kputu
SAMW 2024 recently came to life at Wonderland Film Studios in the heart of Cape Town, setting the stage for South African fashion innovation. The event was a vibrant showcase of local style, culture, and creativity, featuring diverse brands and attendees, who all converged to celebrate craftsmanship and emerging trends.
Exploring Wonderland
Upon arrival, the atmosphere at Wonderland Film Studios buzzed with anticipation as fashion enthusiasts, designers, and influencers — who were dressed to impress — all gathered to witness the unveiling of the latest couture creations. The energy in the air was electric, from fashion aficionados mingling around the busy bar, sipping on signature cocktails and discussing the latest trends between the shows, to the red carpet offering endless photo opportunities.
A highlight was our Markham ‘Home of Style’ activation area, which was created to mimic the feel of a modern lounge, offering grooming services by Legends Barbershop and a 360-degree mirrored photo booth to capture every angle of the impeccable looks of attendees. A sensory overload of style and excitement (the good kind!), with ‘Kodak moments’ aplenty.
Runway revelations
SAMW showcased a diverse array of collections, each offering a unique perspective on contemporary menswear. From showcasing the future of South African fashion presented by our Fedisa x Markham design talent winners to our exclusive runway show and fellow designers, like Ruff Tung, King On Horses, Offmankind and more, showcasing tailored classics with a modern twist and avant-garde streetwear. The runways pulsated with creativity and innovation. Our brand’s keen eye for detail identified emerging trends in colour, silhouette, and texture, setting the stage for our upcoming collections.
Star studded
Celebrities, local influencers, fashion enthusiasts and industry mavens added star power to the event, further elevating its significance. SAMW 2024 attracted a constellation of talent, reflecting the growing influence of South African fashion on the local (and global) stage.
Local legends
In the tapestry of global fashion, fashion weeks like SAMW play a pivotal role in nurturing homegrown talent and amplifying our local brands and designers. Showcases like this serve as an important platform for emerging designers to present their creativity, fostering a sense of pride and identity within the South African fashion community.
The curtains may have drawn closed on SAMW 2024, but the innovation and ingenuity linger, leaving an indelible mark on the landscape of men’s fashion. Markham is honoured to have been a part of this important event, and we look forward to having you join us as we continue to push the boundaries of style and innovation inspired by the vibrant spirit of South Africa.
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