Designer JJ Schoeman speaks about the development of fashion in South Africa
South African designer JJ Schoeman said that the fashion industry in South Africa is developing, with designers increasingly boldly experimenting with shapes, materials and traditional African motifs. On September 12, he will present his work at The Pink Society’s “Where Prestige Meets Purpose” event at The Country Club Johannesburg in Johannesburg, TimesLIVE reports.
Inclusivity and African design
Schoeman, who has worked in the fashion industry for decades, believes it has been changed by growing diversity and inclusivity, as well as broader recognition of traditional African design. According to him, everyday clothing has become more casual, while elaborate looks are created mainly for special occasions.
The designer also noted the growing international influence of African fashion, particularly South African fashion. He linked the global spread of such collections to international fashion weeks, online boutiques, the appearance of South African designers’ work on celebrities and the opportunities offered by social media. In his view, a collection shown in Johannesburg or Cape Town can immediately attract the attention of stylists and fashion enthusiasts in different countries.
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Event in Johannesburg
Alongside Schoeman, the event will feature collections by Diaan Daniels Couture, Chantal Couture, JT Bespoke Couture and Sari for Change. Mrs World 2025 Tshego Gaelae is expected to be the guest of honor.
The event, with an Old Hollywood Glam dress code in black and pink, is intended to draw attention to breast cancer and support the Carmen Cares Foundation with the assistance of Rotary E-Club of Southern Africa D9400. The Carmen’s Cancer Care program provides wellness, appearance care and wig services.
Schoeman noted that contemporary designers combine traditional beadwork, natural leather and faux fur, creating elaborate garments using large amounts of fabric. In addition to fashion, he has also been painting in recent years.
