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Abigail Keats, South African fashion designer, to participat

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PostPosted: Mon Feb 20, 2012 11:10 am    Post subject: Abigail Keats, South African fashion designer, to participat Reply with quote

Abigail Keats, South African fashion designer, to participate in Mercedes-Benz Fashion Week Joburg 2012

Released on: February 20, 2012, 8:22 am
Author: Abigail Keats
Industry: Apparel & Fashion

Abigail Keats is pleased to announce that she is to participate again this year in the event now known as Mercedes-Benz Fashion Week Joburg. This follows a joint announcement on the 16 th of February by AFI and Mercedes-Benz SA, that Mercedes-Benz will be the headline sponsor for Joburg, Cape Town and Africa Fashion Weeks.

Keats says, “The commitment of Mercedes-Benz to African fashion is a huge vote of confidence in our industry. It places South Africa clearly in the eye of global fashion capitals through the international fashion platform of the famous star, which headlines Mercedes Benz New York Fashion Week and many other iconic fashion weeks.”

Keats says, “I see this as a ticket to the international fashion stakes, but to win the race it will require a sustained and co-ordinated effort by our government, fashion councils and big business to recognize, nurture, encourage, grow and financially invest in our undoubted talent.” Keats feels that “while the likes of Mercedes-Benz and AFI are at the forefront of promoting fashion, it is time that the long mooted South African Fashion Council is established to bring all the relevant interests together and to set the path going forward.” She also feels “A more direct approach needs to be taken by big business in which they adopt young talented fashion entrepreneurs in the full sense and support them through the process of developing their businesses, as a child of their own.” Keats says that she would like to share her thoughts on this with interested parties, “ as we always talk of small enterprise being the backbone of our economy but approach this in a very fragmented way and not always in the long term interest of the aspiring entrepreneur.”

On the matter of what can be expected by way of her collection, Keats hints, “Inspired by ‘girl meets boy' it recognizes the dynamic women of today and the spaces in which they move. The collection juxtaposes power and femininity and draws these together through romantic design.”

The Mercedes-Benz Fashion Week Joburg, which features Autumn Winter collections, will take place between the 7 th and 10 th of March 2012 on the Hyde Park Corner Roof Top. The Abigail Keats show will take place on the final day which will also feature the likes of Spero Villioti, Gavin Rajah, Leigh Schubert and Thula Sindi.

Tickets available at

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