press

MBFW

Joburg /2017

17 August - 19 August

XAFI Brings The Magic Of Fashion Week to Life with AFI Prive Set To Make Luxury Fashion Accessible

Sandton, Johannesburg, 14 August 2017 – Fashion Week goes beyond the runway to fashion-savvy millennials in the shape of Xperience AFI (XAFI), the latest addition to African Fashion International’s (AFI) portfolio of fashion and lifestyle ventures.

Fashion Week enthusiasts in search of a vibrant space to flex their style and soak up the best in African fashion, music and art, should look no further than XAFI, a new fashion and arts festival set to take place throughout Mercedes-Benz Fashion Week Joburg (MBFWJ), from 14h00 to 17h00 on Thursday, 17 August to Saturday, 19 August 2017.

XAFI will occupy Level E5 at Entrance 22 in the Mall of Africa near the main MBFWJ marquee, where fashion mavens and mavericks alike can enjoy a live-stream of all the Fashion Week action on the big screen, along with a slate of curated daily installations, entertainment, and nouvelle cuisine.

“Since AFI is celebrating 10 years of African excellence, Xperience AFI forms the building blocks for the next 10 years. It’s about giving the African millennials a place to own and celebrate their fashion identity,” says Lindiwe Mlalazi, AFI marketing and Xperience AFI coordinator.

The XAFI fashion runway will feature Spring/Summer collections from a variety of talented local designers and fashion brands, including Swanker, INNANI, OhyesLord, Prime Obsession, Leebex, SASH, La Familia, Doc, and Unicons.

Everyone attending Fashion Week who are looking to add trendy locally-made items of clothing to their wardrobes can also look forward to the launch of two exciting pop-up stores at the Mall of Africa – AFI Prive and Designer Boutique – which shoppers can visit from the beginning of Fashion Week until Thursday, 24 August 2017.

AFI Privé will showcase its Spring/Summer collection by AFI’s in-house designers and 2016 Fastrack finalists, Chesney Williams and Tayla Nguskos, at 20h30, on the 17th of August at Fashion Week. This collection will be immediately available at a pop-up store at the Crystal Court, in the Mall of Africa, and for online purchase after Fashion Week. The Designer Boutique will provide a curated range of designers with the opportunity to display their work and interact with everyday Mall of Africa shoppers as well as Fashion Week attendees.

The XAFI space will be designed by The Threaded Man, a leading online publication showcasing the latest African fashion and lifestyle content, with SKYY Vodka and Flying Fish sponsoring all bars and lounges. Legends Barber will also be on the scene offering demonstrations on The Art of Hair, while Trace Urban keeps the atmosphere pumping with fresh beats and a GIF Van. Starbucks has also come on board to ensure that all Fashion Week visitors are kept fresh with their signature Frappucchino’s.

Tickets can be purchased for XAFI at: www.webtickets.co.za. For more information on all the exciting events and itineraries taking place at this year’s MBFWJ, visit www.africanfashioninternational.com or find us on Facebook.

For more information about AFI Privé please visit www.afiprive.com.

 

About AFI:

African Fashion International (AFI) was established to market African talents and ignite local and international attention towards the African fashion industry. The company led the way by introducing desperately needed international platforms to showcase authentic African brands; through its Fashion Week platforms in Joburg and Cape Town.

 

Within its development strategy, AFI’s Fastrack™ initiative identifies and invests in the best of the continent’s young designers, by providing them with direct access to: mentorships, media exposure and business acumen, through yearlong programmes that prepare them in navigating the fashion landscape. In addition to this development platform, AFI’s Young Designer of the Year competition annually rewards outstanding new talent, with the annual winners and runners-up going on to run their own fashion businesses. Over the past six years, AFI’s Fastrack™ incubator programme has so far assisted in developing the careers of 75 new talents.

 

For more information about MBFWJ17, please contact;

Media Contact:

Tribeca Public Relations

Shernese de Freitas/ Rose Kgolane

afi@tribecapr.co.za

010 005 1000

 

AFI contact:

Kirigo Kamore

Content Writer

kirigo@afi.za.com

 

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Twitter: @AFI_sa