South African Fashion Week has never been just about pretty clothes - it’s been about building a fashion industry. From the start, SAFW emphasised that fashion is a serious business with real economic potential. Over 27 years, it evolved into a powerhouse platform that doesn’t merely showcase style but actively fuels commerce, jobs, and growth.

In over two decades, South African Fashion Week has delivered a rich timeline of milestone moments - each marking a new chapter in the country’s fashion narrative. From shifting schedules to iconic venues, from breakthrough collections to industry “firsts,” these milestones chart SAFW’s evolution from a single annual show to a biannual, multi-faceted showcase that it is today.

Every great movement has a visionary at its helm, and for South African Fashion Week that visionary is Lucilla Booyzen. A former model turned producer extraordinaire, Booyzen dreamed of an inclusive, thriving fashion industry long before it existed.

In August 1997, South African Fashion Week (SAFW) rolled out a black carpet in a white marquee at Johannesburg’s Mandela Square, boldly announcing itself open for business. This inaugural event was unlike any fashion showcase the country had seen, 17 visionary designers came together to present cohesive collections under one tent, placing local design talent at center stage.

I first got to know Ephraim Molingoana - the creative force behind Ephymol, long before his label lit up the South African Fashion Week runway.  We met when he was a model and stylist, already admired for his incredible personal style.  

The Jacques I know is a fearless creator with an energy that fills every room he walks into. He is bold, unapologetic, and never afraid to push boundaries - whether it’s with colour, silhouette, or the way he reimagines what South African luxury can look like.

The story of Gert-Johan Coetzee is one of vision, brilliance, and the courage to dream beyond limits. From the very beginning, he has had the rare gift of turning fabric into fantasy, creating garments that are more than clothes - they are pure magic.

How you dress is never neutral - it shapes how people respond to you. Fashion is often dismissed as superficial, yet the clothes we wear are powerful social signals that shape how others see us and, of course, how we see ourselves.

Decoding the style of others and rethinking your own

Have you ever looked at someone and thought:
“They must work in a bank.”
“She’s definitely in fashion.”
“He looks like an architect… or maybe a DJ.”