Red Press 2021 by FEDISA_RedPress

FEDISA BA Honours Degree

2021 KWAY Tradeshow

FEDISA x CATRICE

Gone But Not Forgotten

REDPRESS FEDISA FASHION STORIES

Photo by: CATERINA ODIERNA | FEDISA CAPE TOWN | Nominated as the best photograph of 2021

WWW.FEDISA.CO.ZA

2021 4th EDITION

2 Some of the articles of this newspaper were written by FEDISA’s Diploma Fashion Journalism students from first, second and third year. The images form part of their Fashion Styling, Smartphone Photography and Computer Aided Design assignments. Many more assignments were created along the year following other subjects of the Diploma course such as: Design History, Trend Analysis, Fashion Buying and Sourcing, Fashion Retail Management, Store Layout and Display, Brand Building and Advertising, Quick Response and Fashion Media Studies. PUBLISHED BY FEDISA (Pty) 81 Church Street 8001 Cape Town www.fedisa.co.za EDITOR & CREATIVE DIRECTOR: Liesl van Staden SUB-EDITOR: Shazia Salie CONTRIBUTORS ARTICLES: Allen Leroux, Philné Lundie, Andrea Carla Stratis, Jessica Burgess, Kim Gush, Safiyyah Bhorat, Milanje Jooste, Jo-Anne Elizabeth Mouton, Kirsten Lee Howell PHOTOGRAPHY: Margaret Olwoch, Megan Davies Photography, Lizari van der Walt, Kayla Magee, Calin Hook, Zoë Meyer, Zipho Mnogma, Yahya Farred, Brittney Wheelock, Amber Charlewood, Gabriella Whitaker, Monri Hoole, Shivalli Govender, Natasha Miljus

DISCLAIMER: While every effort is made to ensure the proper research, correctness and accuracy of all content, the publisher takes no responsibility for errors, incorrectness or omissions by students during the research and writing of their articles. All images used are students’ original images and have been accepted in good faith that all permissions were granted.

RED PRESS 2021 - FEDISA CEO LETTER The preparation for printing the FEDISA Red Press each year is a time of great excitement. It is an opportunity for the FEDISA community to reflect on the year that has passed and it is especially a showpiece for the Diploma in Fashion Merchandising, Marketing & Media students. ALLEN LEROUX

FEDISA CEO & ACTING ACADEMIC DIRECTOR

In these pages they get to share some highlights from their year of study. The FEDISA Red Press becomes their first major foray into the world of media editing. 2021 Has been another year of coping with the global pandemic and navigating how best to deal with unexpected daily challenges. It has been a year that dropped us into the depth of despair with the death of FEDISA’s incredible Academic Director, Marinella Avvakoumides-Christoforou and the murder of FEDISA’s Advisory Council member, Renée Jain. We also lost past graduates and a current student to COVID-19. We mourn the loss of so much unfulfilled potential, together with their families. 2021 also marks the 10th anniversary of the FEDISA – Cape Town campus at its current location. Looking back at the photographs of the building, it is remarkable how beautifully the campus has evolved over the last 10 years. Today the Cape Town campus offers our FEDISA students every amenity they require for the successful completion of their academic qualifications. We are working hard towards the day that we have a full return of students and staff to both our campuses, in Cape Town and in Sandton. A large part of making this feasible is current COVIVD-19 vaccination drive.

This, together with wearing masks offers the greatest protection against both infection and severe illness. I am baffled by the levels of vaccine hesitancy we are witnessing around the world and even within our own community, this will inevitably prolong the current situation and continue to impact lives and livelihoods. I want to encourage all eligible FEDISIANS to get vaccinated as soon as possible so that we can return to some semblance of normalcy. 2021 has also offered a few silver linings. FEDISA’s new blended (online & on-campus) teaching and learning mode has opened great possibilities for international engagement. It was therefore possible to include students from both Italy and the USA in some of FEDISA’s longstanding industry collaborations this year. These joint projects again affirmed the quality education that FEDISA provides its students. As Nelia Annandale, founder of KEEDO, pointed out, …” It was impossible to tell the difference of the excellent quality of work created by both the FEDISA campuses and the work delivered by the students of the Fashion Institute of Design and Merchandising (FIDM) in Los Angeles.” We are also currently in discussions with LVMH in Paris to further extend FEDISA’s international cooperation, which is bound to significantly

benefit our students going forward. In line with our new blended approach to the academic provision at FEDISA, the BA Honours: Fashion degree will continue fully online for 2022. This adjustment has opened the post-graduate opportunity to many more candidates, that may otherwise not have been able to pursue their Honours studies in Cape Town or Sandton. FEDISA – Cape Town will also be host to the filming of the new Project Runway – Africa production for Media24, currently with the working title Battle of the Ankara. Broadcast throughout Africa on the new Honey TV channel, this will expose FEDISA directly to over 250 thousand daily viewers. FEDISA is constantly bombarded with requests for bursaries to study at the institution. We remain at great pains to point out that bursaries are not a given for everyone that makes such a request. Companies funding education wish to invest in candidates with the best potential for academic success and preferably future career development with such bursars. Students must realise that they have an obligation to perform optimally always, but even more so when studying with someone else’s money. Several promising candidates have again been afforded the opportunity to fulfill their

IMAGE BY: FEDISA (2021) ALLEN LEROUX | FEDISA CEO

ambitions to study at FEDISA in 2022. This has been made possible with bursary funding from the Creative Leaders Trust and The Foschini Group (TFG). And so, we head into the new year, eager to see what 2022 will bring.

Rest assured that the FEDISA Fashion Schools in Cape town and Sandton (and online) will continue to provide our students with an exceptional opportunity to pursue their fashion studies in preparation for the demanding careers that lay ahead of them all.

WANT TO STUDY A BA HONOURS DEGREE IN FASHION? FEDISA Bachelor of Arts Honours PHILNÉ LUNDIE

HONOURS LECTURER | FEDISA CAPE TOWN

FEDISA’S Bachelor of Arts Honours: Fashion degree facilitates academic discourse around theories and concepts relating to political, economical, societal and psychosocial, technological, and environmental issues pertaining to contemporary and future fashion shifts. The aim of this dynamic programme is to produce fashion professionals; empowered with the capacity to successfully manage various fashion related processes with a thorough understanding of the requisites involved, through a well-developed research and analytic ability. Emphasis is placed on the research and analytical development of the candidate, as well as the business acumen to successfully integrate new concepts into the established commercial sectors of the fashion and design economies. The programme structure of the BA Honours: Fashion degree consists of 7 integrated research modules, which includes Work Integrated Learning in industry, and a supervised mini-dissertation. The programme objectives may be considered from the dual perspectives of advanced entry into the fashion industry and preparation for higher-level research studies at Masters and Doctoral levels.

FUND YOUR FEDISA STUDIES

ARE YOU WORRIED ABOUT FUNDING YOUR FEDISA FASHION STUDIES? Don't let lack of finances hold you back. FEDISA Fashion School has partnered with Student Hero and now offers a wide range of funding options to meet your education dreams and financial reality. Student Hero is a single point of contact to multiple educational funding options. Let Student Hero make your funding trouble-free, worry-free.

GO TO WWW.FEDISA.CO.ZA OR WWW.STUDENTHERO.CO.ZA TO FIND OUT MORE

FEDISA SANDTON CAMPUS - FINALLY SETTLING IN Another year at the beautiful FEDISA Sandton campus and what a successful year it has been. ANDREA CARLA STRATIS

LECTURER | FEDISA SANDTON

The new and innovative campus faced some challenges in 2020 due to the COVID-19 pandemic. After shutting down the campus just two months after opening its doors, 2021 brought a whole new, positive and busy year for the students and the campus. We welcomed our second group of first years and our first group of second years continued their studies. The intimate campus has a vibrant and energetic atmosphere to it, which our students love. When the campus first opened, all the garments on display in the visual merchandising gallery were students’ work from the FEDISA Cape Town archives. Sandton has, little-by-little, filled the gallery with first and second year creations. This is also the first year for Sandton, where the second year, BA and Diploma groups had briefs that were industry related. One of them being a very thrilling

experience, which was with Cape Union Mart collaboration, wherein the students created a capsule Autumn/Winter collection for an array of new brands. These collections and brands are currently on display in the visual merchandising gallery. Another exciting addition to the campus in 2021 is the photography studio, situated next to auditorium A. The photography studio has stateof-the-art equipment and affords the FEDISA students the opportunity to access photography equipment for various assignments, whether it is capturing a styling shoot or various garments created throughout their FEDISA studies. The new FEDISA Sandton campus has also started to establish itself within the Gauteng region. The 2021 campus tours, held once a month, have increased with a lot of interest from aspiring, young fashionistas, interested

in studying fashion. In January this year, we welcomed a wonderful colocated partner to the FEDISA Sandton campus building, The Foschini Group (TFG). Having loved how central the campus is to the Sandton CBD, TFG opened their Retail Training Centre at FEDISA. This training centre is used for their storelevel training, as well as for student training. The growth of the FEDISA Sandton campus over 2021 has been phenomenal and we look forward to what 2022 has in store for us.

Please feel free to visit the campus, whether it is for a campus tour or a meet and greet, the doors are always open. THIS ARTICLE IS DEDICATED TO:

MARINELLA AVVAKOUMIDESCHRISTOFOROU

IMAGE BY: MARGARET OLWOCH (2021) FIRST YEAR ORIENTATION | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) PATTERN DRAFTING | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) PATTERN CLASS | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) FINAL ASSESSMENT | FEDISA SANDTON

NEW OPPORTUNITIES SHINING A LIGHT ON FUTURE POTENTIAL FEDISA has many longstanding relationships with various industry-related organisations. These relationships are manifested in the annual collaborations that open real world experiences and opportunities to our students. ALLEN LEROUX FEDISA CEO

Many of our industry collaborations have evolved over the years from mere classroom assignments to exhibitions and fashion flash events.

This year saw the further extension of those events with Cape Union Mart creating in-store displays of the SecondYear BA: Fashion and Diploma in Fashion Merchandising, Marketing & Media students’ collaboration with K-Way

across the country. COVID-19 also offered some silver linings. FEDISA has extended its international inter-institutional partnerships. This gave rise to the inclusion of two international fashion schools into the FEDISA industry collaborations. Earlier this year MoodArt, in Verona, Italy joined the FEDISA/ Markham collaboration and we recently completed the KEEDO

IMAGE BY: MARGARET OLWOCH (2021) DRAPERY | FEDISA SANDTON

A BEACON OF HOPE IN THE UNCHARTERED but there were still many cases WATERS OF STUDENT LIFE where students stated that The leap from high-school to tertiary education is no small feat. The challenge of student life is learning to adjust to a fast-paced, high pressured environment while navigating emotional stress and peer pressure. JESSICA BURGESS

LECTURER | FEDISA CAPE TOWN

More students fail due to mismanaged anxiety than those who don’t grasp the content. When this was realized, FEDISA

IMAGE BY: MARGARET OLWOCH (2021) DRAPERY | FEDISA SANDTON

collaboration, which saw the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles, USA participate. It is telling that the standard of work produced by the two institutions was so exceptional that Nelia Annandale, founder of KEEDO, could not distinguish between students from the various campuses. This continued industry support of the academic project at FEDISA continues to set our students apart and creates amazing learning opportunities and future career pathway for FEDISA graduates.

went the extra mile and created the FEDISA Time Management Workshop, which served to help students relieve stress through better time management. The workshop saw lovely results

their anxiety and stress levels remained unbearable. This year, The Burgess Method, run by one of our FEDISIA lecturers Jessica Burgess, was launched. Jess started her life coaching company in order to serve students who required further guidance through her weekly one-on-one coaching consultations. Her passion for understanding the mind of the consumer and how to alter the perspectives of those minds, sparked a new interest. Here is what she says on the matter of anxiety in students, “Research shows that Millennials and Gen-Z’s, suffer more from anxiety and stress disorders than previous generations. Anxiety isn’t all bad, it’s really just an active survival gene programmed in our brains millions of years ago to keep us alert and alive. In fact, a little stress and anxiety is not bad at all and is a part of everyday

life. The problem is when we don’t know how to manage our anxiety, yet we are expected and forced to human. It’s like being forced on to a treadmill that keeps getting faster and never stops. At some point, something has to give and its usually your mental or physical health. Once this happens, it can lead to fear-based living, whereby people feel they need to give up, before they have even started, when all they really need is a little direction. We all have the potential to be exceptional, we just need to learn how to tap into it. I want to be a part of creating a generation that is made up of kind, strong, powerful people who trust themselves to make the right decisions.” The Burgess Method serves as beacon of hope to anyone who needs the guidance and assurance to master their future potential. You can start your journey with The Burgess Method today, email theburgessmethod@gmail.com for more information.

2021 KWAY TRADESHOW The FEDISA x KWAY collaboration is one of the mountains our students cannot wait to conquer when they enter their 2nd year of studies at FEDISA. KIM GUSH

INDUSTRY LIASON & LECTURER | FEDISA CAPE TOWN

This year was no different, with a whole new set of challenges. The team from KWAY tasked both BA & Diploma 2nd years to develop sub-brands for KWAY, with consideration given to social responsibility, sustainability and future trends. The initial brand development happened within Business Studies

over 2 terms of intensive branding and marketing lectures. In teams, the students presented their concepts to KWAY’s Brendan Le Riche (Cape Union Mart Buying Manager) who gave the students invaluable feedback to assist them with the next phase of the collaboration. BA students went on to develop the garments and accessories designed

for their sub-brands, while Diploma students had to design and create retail store concepts with consideration given to the customer’s retail experience. Alongside their physical store concepts, Diploma students had to consider an omni-channel experience by developing an M-Commerce mobile app concept, which not only functioned as a store, but also considered special features unique to their sports brands.

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) DEMI TAYLA FELIX - ZENERGY | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) TASMIN PRETORIUS - ZENERGY | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) ARINA VAN WYK - ZENERGY | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) BRENDAN LE RICHE JUDGING PROCESS | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) ARINA VAN WYK - ZENERGY | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) TRADE SHOW DISPLAY | FEDISA CAPE TOWN

IMAGE BY: MEGAN DAVIES PHOTOGRAPHY (2021) ARINA VAN WYK - ZENERGY | FEDISA CAPE TOWN

IMAGE BY: MARGARET OLWOCH (2021) OXO SET UP | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) HELIOS TRADE SHOW DISPLAY | FEDISA SANDTON

These collections, concepts and ideas were culminated at the FEDISA x KWAY tradeshow which was hosted on both Cape Town and Sandton campuses. Student’s work went on display and was presented to the Cape Union Mart team, where teams were scored and winners chosen in 3 categories: Best Brand, Best Retail Concept and Best Collection.

The winners from the 3 categories from both campuses were surprised with the opportunity to have their collections and concepts displayed in Cape Union Mart stores across Cape Town and Gauteng. The public were able to engage with FEDISA in a new way, and students received true industry exposure. IMAGE BY: MARGARET OLWOCH (2021) ASCEND APEX SET UP | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) KAYWIN DU PLESSIS - KINETIC MOVE | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) KWAY JUDGING PROCESS | FEDISA SANDTON

IMAGE BY: MARGARET OLWOCH (2021) OXO MERCHANDISE DISPLAY | FEDISA SANDTON

IMAGE BY: LIZARI VAN DER WALT (2021) FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: CALIN HOOK (2021)

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: KAYLA MAGEE (2021)

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: BRITTNEY WHEELOCK (2021) FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: BRITTNEY WEELOCK (2021)

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

FEDISA DIPLOMA STUDENTS’

IMAGE BY: LIZARI VAN DER WALT (2021) FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: BRITTNEY WHEELOCK (2021) FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: ZOË MEYER (2021)

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: ZIPHO MNOGMA (2021)

IMAGE BY: BRITTNEY WEELOCK (2021)

FIRST YEAR DIPLOMA STUDENT | SANDTON

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

FINEST PHOTOGRAPHY 2021

IMAGE BY: KELLY ANNE BRYCE (2021)

SECOND YEAR DIPLOMA STUDENT | CAPE TOWN

IMAGE BY: YAHYA FARRED (2021)

FIRST YEAR DIPLOMA STUDENT | SANDTON

IMAGE BY: ZOË MEYER (2021)

FIRST YEAR DIPLOMA STUDENT | CAPE TOWN

FEDISA X CATRICE - MESMERISING IMAGE MAKERS Fashion and beauty walk through life hand in hand! As 2021 brought the new normal, the FEDISA x Catrice Cosmetics collaboration came back bigger and bolder. SAFIYYAH BHORAT

LECTURER | FEDISA CAPE TOWN

Both Cape Town and Sandton First Year Diploma students were ecstatic at the opportunity to dazzle Catrice Cosmetics by exhibiting their talent and skills through glamorous and breathtaking Beauty Editorials. Themes for this year, provided by FEDISA, include 50 Shades of Red, Masked Beauty and Monochromatic Mermaid. Catrice Cosmetics generously produced pre-recorded digital workshops and make-up tutorials which were revealed to the enthusiastic students. In these tutorials, Catrice’s makeup artist thoroughly explained

the step-by-step process of the look she was creating. This helped the students understand the thought process of a make-up artist and various methods of approaching a creative brief. “Being able to work on this project was incredible as photography is a massive passion of mine. I’ve learnt a lot about applying make-up and styling,” says Lizari van der Walt, winner of the 50 Shades of Red theme. “Being able to create my own looks for an amazing brand felt right up my alley as make-up is a true passion of mine. I feel honoured to be able to

experience this opportunity,” reveals Monri Hoole, winner of the Masked Beauty theme. The winner for the Monochromatic Mermaid theme was Shivalli Govender from the Sandton campus and she was thrilled to receive her hamper with stunning make-up products which helped her develop her shoots throughout the year.

Winners for each category were chosen by the Catrice team and each winner received a R1000 Cosmetix hamper. All students performed excellently in their experimentation and artistry of application in all three themes.

IMAGE BY: KAYLA MAGEE (2021) MONOCHROMATIC MERMAID | CAPE TOWN

IMAGE BY: AMBER CHARLEWOOD (2021) MONOCHROMATIC MERMAID | CAPE TOWN

IMAGE BY: MONRI HOOLE (2021) WINNER - MASKED BEAUTY | CAPE TOWN

IMAGE BY: GABRIELLA WHITAKER (2021) MONOCHROMATIC MERMAID | CAPE TOWN

IMAGE BY: LIZARI VAN DER WALT (2021) WINNER - 50 SHADES OF RED | CAPE TOWN

IMAGE BY: YAHYA FARRED (2021) MONOCHROMATIC MERMAID | SANDTON

IMAGE BY: SHIVALLI GOVENDER (2021) MONOCHROMATIC MERMAID | SANDTON

FUNKING UP RECYCLED CLOTHING

Grow your own funk (GYOF) is an online business that resells thrifted clothes on Instagram and their website. MILANJE JOOSTE

FIRST YEAR DIPLOMA | CAPE TOWN

The brand was started in 2019 and has grown exponentially since then with over 6500 followers. GYOF is based in Stellenbosch and often does pop-ups and markets all around the Western Cape but is primarily based online. Due to the brand’s growth over a short period of time, the owner and founder, Liza Lombard, has proved herself as an absolute powerhouse and someone to look up to for any young individual looking to start a business in South Africa. We interviewed Liza and asked her about the journey of starting her business and establishing herself as a brand, as well as her position on the debate of the gentrification of thrift shopping. Liza, who was a third year FEDISA student at the time, started Grow your own

funk in January 2019 as a means of earning her own pocket money. It started out with her only selling her own unwanted, thrifted clothing. She soon realised the profitability of selling second-hand clothing and “it kind of snowballed into this whole business of a social media/ Instagram store within that year,” Liza says. The name, Grow your own funk, comes from Liza’s love for Elton John and the song, Grow some funk of your own. “In an illustration class, we had to experiment with typography and you had to choose a saying to write out and experiment with, and then I just used the phrase, grow your own funk, without thinking more than two seconds about it, and later that day, I started my Instagram page,” Liza says. When asked how a typical day looks for Grow your own funk, Liza answers, “There is no such

thing as a typical day, every day is one of a kind, different, spontaneous, very impromptu and unpredictable”. Even though her days are mostly different, they still consist of the same never-ending tasks that include, sourcing clothes, washing, steaming, researching the items and their estimated retail price, measuring, pricing, shooting, editing, uploading the items to the website and then ultimately package and ship the items when sold. And then do it all again the next day. Since starting Grow your own funk in 2019 the market for selling second-hand clothing has become much more saturated due to the increasing demand for thrifted clothing. According to Liza, “there are 20 times more vintage Instagram pages or online stores than there were back in 2019 when I started”. Liza adds, “this could also be due to customers becoming more mindful of

their consumption and thrifting has become a very fun yet alternative, more sustainable way of shopping and expressing yourself through fashion”. Since the surge of online thrifting businesses began, Liza has needed to find ways to differentiate herself in an oversaturated market. “I differentiate myself by collecting and assembling curated, one of a kind, eccentric pieces in a specific way so that I communicate with a niche market,” Liza says. She differentiates herself further by “becoming a brand and not a business”. This is achieved through creating a website, posting behind the scenes, clothing hauls and also recently starting a YouTube channel. Grow your own funk primarily started as an Instagram store but switched to a website in January 2021. For some Instagram stores, this could be a death sentence as customers do not necessarily take the time to visit a website. This has not been the case for Liza as her sales have significantly improved since the launch of the website. “I think customers find me to be a bit more credible and trustworthy,” Liza says, “when posting and selling luxury items on Instagram, people weren’t willing to pay luxury prices for luxury pieces. Now after having a website, people don’t think twice”. For some time in the thrifting industry the term, gentrification, has been thrown around. Gentrification refers to ‘thrifters’ buying second-hand clothing at charity shops and selling them at an increased price. This process makes the charity shops increase their prices due to the demand and ultimately

the people who need to shop there can’t afford to anymore. “I definitely think that it was something that started to increase quite dramatically after the pandemic happened,” Liza says. When asked how she handles this ongoing issue, she answers, “I approach this issue the same way I do with sustainability, by really putting the emphasis on mindful and conscious consumption”. This is done by creating guidelines for herself when sourcing for stock. These guidelines include not buying men and children’s wear as it is harder to come by. “Also in winter, not buying all the winter stock which people may need and only buying the extravagant, very style specific pieces which underprivileged individuals will not necessarily need or buy,” Liza adds. For Liza, there is also a fine line between thrifting and vintage shopping, “Thrifting is buying affordable secondhand clothing, while vintage shopping is buying something very specific, that is 20 years old or older. So when I go to a charity shop I am comfortable purchasing a 1960s crimplene mod ultra mini dress, because I know that that is not necessarily something that everyday people will purchase,” Liza concludes. Since Liza is someone that any young South African entrepreneur can look up to we concluded this interview by asking what advice she has to anyone wanting to start their own business. She laughs and says, “don’t think too much about it because you will scare yourself”. On a more serious note, she adds, “If you know that it is your passion, that is what you love to do and if you can’t imagine yourself doing something else then just count to five, and do it”.

SOUTH AFRICAN MUSIC AND FASHION Since the dawn of popularity in both subcultures, music and fashion have been inextricably linked. JO-ANNE ELIZABETH MOUTON FIRST YEAR DIPLOMA | CAPE TOWN

IMAGE BY: SHIVALLI GOVENDER (2021) FIRST YEAR DIPLOMA | FEDISA CAPE TOWN

Theirs is a partnership built on reciprocal innovation and power. As a result, some of the most memorable music videos and trends have emerged, which the average person enjoys recreating. South African music combines various styles and beats to produce a distinct sound that is truly ours. South African designers and musicians inspire one another as well as the general public who want a piece of the uniquely made cake. There has been a great evolution within the South

African music industry over the last century. A style known as marabi evolved from the townships in the early 1900s and continued to influence mainstream performers by the 1920s. Marabi was performed at local shebeens using pianos and keyboards. By the 1930s, marabi had grown in popularity and had evolved into what is today known as South African jazz. This resulted in the introduction of new instruments such as banjos, guitars, and saxophones. The bands that performed this music were South Africa’s first generation of professional black musicians.

IMAGE BY: KAYLA MAGEE (2021) FIRST YEAR DIPLOMA | FEDISA CAPE TOWN

In places like Sophiatown in the late 1950s, jazz music developed as a means of escaping the oppressive government system. As the younger generation exploded onto the music scene in the 1990s and beyond, music in South Africa became more diverse in terms of genres, inspirations, sounds, and skilled creatives. So, how does fashion intersect with music? Musicians have a lot of influence over what is popular these days. They are always striking brand deals, endorsing brands in their songs and creating their own clothing lines. One of the most popular figures in fashion culture today

is Kanye West. Everyone knows his brand Yeezy, and whether you like Kanye or not, he has built a multi-billion-dollar company that has impacted streetwear trends worldwide. Fashion is constantly promoted by music. Rappers rap about the high-end brands they buy, causing ordinary people to repeat the lyrics and spread the word about these brands. In South Africa, performers sign endorsement deals with both local and international companies. Boity Thulo, a rapper and television personality, signed an endorsement deal with Sissy Boy in 2016. Boity’s aim to break into the fashion industry

in support of a brand that values femininity and self-love led to the collaboration. She had previously collaborated with LEGIT on a spring/summer collection that featured sports luxury and vacation apparel. International fashion businesses are also drawn to South African musicians. Rapper, Riky Rick, was personally invited to the Gucci fall/winter fashion show in Milan in 2017, where he met the Gucci president and CEO and was treated to a private showing. These musicians have a stronghold not just on fashion houses and companies, but also on the youth of South Africa. According to studies, teenagers consume more music than any other generation, implying that music has a direct impact on their life. Rap and hip hop have been discovered to be the most popular genre among South African young people, with the genre having an impact on their identity. The genre promotes individualism principles, which resonate with young people who are still figuring out their own life. While hip hop and rap remain popular among South African youth, amapiano, a new sound that emerged in the 2010s, has

taken the country by storm. It’s been described as a “slower-paced hybrid of deep house” with piano tunes mixed in with drum and bass sounds, and a focus on Lo-Fi minimalism. Kabza de Small and DJ Maphorisa were the most popular amapiano artists in 2019 and 2020, with their album “Scorpion Kings” where they also teamed up with Zimbabwean vocalist Sha Sha. The album was played at social events and clubs across the country and earned Kabza and Sha Sha the titles of “Amapiano King and Queen”. Due to its relaxing yet energetic sounds, amapiano is popular among young people. According to Thabang Mloto, amapiano is associated with good times, a good way of life, and it helps you forget about your problems. This is where fashion enters the picture. When people go out, they want to look and feel good, and they want to be at their best when vibing with their friends. People take inspiration from music videos and global street trends and incorporate them into their own clothes. As someone who went out a lot to social gatherings

THE RISE OF GENDER-NEUTRAL FASHION

Our modern understanding of unisex clothing was born in 1968 when designers Pierre Cardin, Paco Rabanne, Mary Quant and Andre Courreges began it all with the Space Age. KIRSTEN LEE HOWELL

THIRD YEAR DIPLOMA | CAPE TOWN

Gender-neutral clothing has been around for thousands of years, but in 2021 the trend is back bigger and better than before. The trend began in 1968 on the Paris runways, where designers like Pierre Cardin, Andre Courreges, Paco Rabanne and Mary Quant conjured “Space Age,” which consisted of sleek, simple silhouettes, bold graphic patterns, and new, synthetic fabrics that had no historical gender associations. From then on, many celebrities like David Bowie, Prince, and Grace Jones, defied gender norms with their clothing choices and our modern understanding of unisex clothing was born. Since his arrival on the fashion scene in the early noughties, Telfar Clemens has been designing gender-neutral clothing with his brand’s tagline being “not for you – for everyone”. His designs are reminiscent of his NYC upbringing, built on the ideals of inclusivity, diversity and

accessibility. Harris Reed has made his mark on the genderneutral fashion trend. He has dressed style icons from Harry Styles to Solange, to Cara Delveigne, designing clothes with the ambition of fighting for the beauty of fluidity. Arts School was born from the non-binary minds of Eden Loweth and Tom Barret. The brand is a merriment of queerness and fluid fashion, both youthful and unafraid to go against the status quo, which is everything that genderneutral fashion should be. A monumental moment for gender-neutral fashion occurred with the face of Harry Styles on the cover of American Vogue’s December 2020 cover. The singer, actor and face of gender-neutral fashion cover star’s appearance makes him the first stand-alone male to appear on the front cover in 125 years. Throughout the cover spread, he is styled in a series of ultra-feminine designs from Gucci to Harris Reed, and silhouettes that showcase his attraction for

gender-neutral clothing. Harry Styles is definitely not the first man to wear women’s clothing, however his rebellion of gender conventions has sparked a wider conversation about gender-neutral fashion and changing attitudes about dressing have progressed tremendously. The unisex ready-to-wear pieces that are riding high in the fashion world right now are blouses and maxi cardigans, with men and women making space in their wardrobes for these must-have pieces. Fashionistas can’t get enough of the iconic Saint Laurent leopard-print coat that is spanning the gender divide. Genderless clothing and accessories is a growing trend that everyone has on their radar in 2021. Riding high on the gender fluid wave is Dior’s Saddle Bag and the now-famous Telfar Shopping Bag which are having a major moment. Accessories, have garnered a growing interest among men for certain jewellery pieces that were previously seen as women’s must-haves. Harry Styles is no stranger to the trend since his penchant for pearl necklaces

hasn’t gone unnoticed. As a result, there has been a peak in search

IMAGE BY: NATASHA MILJUS (2021) FIRST YEAR DIPLOMA | FEDISA CAPE TOWN

with friends before the COVID-19 pandemic, I can say I speak from experience when I say that music has a large impact on how young people dress. The year is 2019, wearing masks was not of importance and weekends were not spent quarantining at home. It’s 10pm, my friends and I are getting ready to go out for the night and are busy doing the finishing looks on our outfits. We’ll only be going to the club at midnight because that’s when the party really starts. We’re blasting amapiano tracks through a speaker as we indulge in Cîroc and ciders, a typical weekend for us. When we get to the club everyone is dressed to the nines, wearing brands such as Adidas and Champion with sneakers and accessories to match. The party is in full swing, and we’ll probably only get home by 7am the morning. This is the culture of young people and in December month this is referred to as being “festive”. THIS ARTICLE IS PUBLISHED IN MEMORY OF:

JO-ANNE ELIZABETH MOUTON interest for “pearl necklace for men” over the course of December 2020. Genderneutral fashion is definitely here to stay.

GONE BUT NOT FORGOTTEN As with so many people globally, FEDISA has not been spared significant loss during 2021. ALLEN LEROUX FEDISA CEO

KEKETSO SEITELO FEDISA 2019 BA: FASHION GRADUATE

It is with great sadness that we share the news of the untimely passing of 2019 FEDISA graduate, Keketso Seitelo. Keke will be sorely missed by his FEDISA and TFG family, who witnessed him grow into the young, dynamic individual he was. We will always remember his warm personality and friendly face around campus.

JO-ANNE ELIZABETH MOUTON – FEDISA 1ST YEAR DIPLOMA STUDENT We are sad to announce the passing of our dear FEDISIAN, Jo-Anne Elizabeth Mouton, a 1st year student on the Diploma in Fashion Merchandising, Marketing and Media at the FEDISA Cape Town campus. Your potential remains unfulfilled, but your memory lives on. IMAGE BY: MEGAN DAVIS PHOTOGRAPHY (2018) MARINELLA AVVAKOUMIDES-CHRISTOFOROU

MARINELLA AVVAKOUMIDES-CHRISTOFOROU FEDISA ACADEMIC DIRECTOR FEDISA was devastated in mid-July by the passing of Marinella Avvakoumides-Christoforou (Ms M to everyone on campus). She leaves a tremendous legacy in fashion education and her loss will reverberate throughout the fashion industry for many years to come. As Academic Director of the FEDISA Fashion School, she was instrumental in the nurturing and development of innumerable new talents that today continue to impact the world of fashion both locally and internationally. She will be sorely missed by all who had the privilege of sharing just a little bit of her sunshine. Be at peace, until we meet again!

IMAGE BY: MEGAN DAVIS PHOTOGRAPHY (2019) KEKETSO SEITELO

PANAYIOTA CHRISTOFOROU FEDISA 2016 BA: FASHION GRADUATE It is with sadness that we learnt of the passing of Panayiota Christoforou, 2016 FEDISA Graduate, in February this year. Yota brought a bold and colourful personality to campus and her unbridled laughter could often be heard ringing through the corridors. You will always be a part of the FEDISA Family. Gone but never forgotten.

IMAGE BY: FEDISA (2021) JO-ANNE ELIZABETH MOUTON

RENÉE JAIN FEDISA ADVISORY COUNCIL MEMBER: INFORMATION TECHNOLOGY SYSTEMS We are devastated by the untimely and senseless loss of our friend, colleague and member of the FEDISA Advisory Council, Renée Jain. Renée was the Enterprise Application Manager at Cape Union Mart and a great supporter of the academic project at FEDISA. Your voice is quiet, but our memories of you will never fade. IMAGE BY: MEGAN DAVIS PHOTOGRAPHY (2018) RENÉE JAIN

IMAGE BY: FEDISA (2016) PANAYIOTA CHRISTOFOROU

FASHION SCHOOL Cape Town

Sandton

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START YOUR

FASHION JOURNEY AT FEDISA

Interested in a career in fashion? Start your fashion journey now with FEDISA Fashion School. Study a BA Degree in Fashion, a BA Honours in Fashion, or a Diploma in Fashion Merchandising, Marketing and Media at either our Cape Town or Sandton campus.

Do you dream of a high-powered career in the exciting international world of fashion? Want to be a fashion buyer, designer, stylist, editor or more? Then FEDISA Fashion School is your ultimate choice to make your dreams come true with one of these exciting internationally recognized qualifications.

BA DEGREE IN

DIPLOMA IN FASHION

FASHION

The aim of the Diploma in Fashion Merchandising, Marketing and Media programme is to produce fashion professionals, empowered with the capacity to successfully manage various fashion related processes with a thorough understanding of the requisites involved, through a well-developed research, analytic and application ability.

The BA Degree in Fashion is designed for the creative business-minded person, who has a flair for fashion, style and a love of all aspects influencing the “World of Fashion”, such as prevailing trends, cultural influences, production technology and sound business practice. Equal emphasis is placed on the creative and technical skills of design, production technology and business acumen.

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BA HONOURS IN

FASHION

The aim of the BA Honours Degree in Fashion is to produce fashion professionals; empowered with the capacity to manage various fashion business processes, from middle management to strategic levels through advanced research applications. The programme is designed for the accomplished creative businessorientated person.

Email info@fedisa.co.za to apply now or go to www.fedisa.co.za for more information.

For more information contact 021 424 0975 | 010 329 0100 Cape Town - 81 Church Street, Cape Town CBD | Sandton - 50 Wierda Rd W, Wierda Valley, Sandton Registered with the Department of Higher Education and Training as a private higher education institution under the Higher Education Act, 1997. Registration Certificate No. 2007/HE07/001

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