SAFW Presses Pause to Reimagine the Future of Fashion

Johannesburg, 4 September 2025 – After nearly three decades of shaping and showcasing designer fashion, South African Fashion Week (SAFW) has announced a bold strategic pause. This moment is less about stopping and more about recalibrating – a considered move to rethink how the industry can thrive in a shifting global and local landscape.

With the rise of fast fashion, disrupted supply chains, and the urgent call for sustainable practices, the familiar model of fashion week faces new questions. SAFW’s decision marks a deliberate pivot: from simply staging shows to reimagining how the South African designer industry connects with audiences, buyers, and the wider world.

“I believe it is vital that we take a season to listen, think, and reflect together as a designer community and the industry at large, so that we can shape the best new direction and secure a thriving future for our industry,” says Lucilla Booyzen, Director of SAFW.

A Legacy in Transition

For 28 years, SAFW has been the runway for new voices, global collaborations, and creative innovation, driving the visibility of South African designers far beyond local borders. The recalibration isn’t about abandoning this legacy – it’s about expanding it.

The pause creates space to fold in nearly three decades of insights and align them with the realities of today’s fashion ecosystem.

SAFW envisions a dynamic, future-ready model that speaks to both the Global South and Global North, ensuring relevance across multiple markets while staying true to South Africa’s unique cultural and creative pulse.

What This Means Now

The pause doesn’t silence designers. Instead, SAFW will keep amplifying stories, spotlighting new collections, and driving consumer connections through digital platforms. The aim? To ensure buyers, retailers, and fashion lovers still have a direct line to the talent shaping tomorrow’s style.

Why This Matters

Fashion has always been a reflection of its times. SAFW’s move signals more than a temporary halt – it’s an industry-wide invitation to rethink how creativity, commerce, and community intersect in fashion’s next chapter.

It’s a reminder that pressing pause isn’t weakness. It’s strategy. It’s foresight. And, if done right, it could set a precedent not only for South Africa but for fashion weeks across the Global South navigating similar pressures.

Follow SAFW updates on upcoming designer features, digital showcases, and industry dialogues as the platform reshapes its next era.