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img_0029I have a bit of a t-shirt obsession so this is right up my street. And this is an interesting piece of marketing that again uses an art gallery context for showing off fashion/design this time by local designers creating limited edition t-shirts for aking (Cape based rock band).The t-shirts were displayed at the Kunst House recently and will be on show at Vide coffee shops for a month before being sold in Levis stores (as usual both of these brands are ahead of the curve when it comes to cool marketing).

Many thanks to Waldo of the Be Kind Collective for sending me the pics (his is the one with the crow).





So i’m back from Joburg and the Baileys Trunk Show. An interesting experience that involved setting up and running from scratch a pop-up store in a gallery space tucked away in Craighall. Baileys is a client of Atmosphere (where I work) and the idea behind it was to create a brand building event but one that offered a genuinely interesting and different experience (rather than just handing out free drinks at some bar for example). I still think the pop-up store is pretty new to South Africa, and maybe its a bit difficult to get for some (this being a mall obsessed culture). But the designers took around R30,000 (from about 150 visitors) in total over the day so I think this shows its useful for designers (assuming they have a brand paying for the set-up and publicity that is). Here are some of the pics from the event:

This is Irvan from Carbon De Afreeque talking to the crew from African Couture. Certainly their bags were one of the most popular items at the event. The concept behind their company is that they make bags and other objects (lamps and furniture for example).

The blues bloggers (that’s me in the “shop local” t-shirt) and angie from ifashion (who actually is an editor not a blogger but it sounds good).

All of the designers had spaces made from vintage wardrobes and trunks. The whole thing was beautifully styled by Chrisna de Bruyn and her team to mix the contermporary design and gallery setting with vintage pieces inspired by the original era of trunk shows. If you want Chrisna’s details please email ( as she did an amazing job. The pic above is the space made for Maya Prass.

And this was the area used for Abigail Betz who has just moved from Parys to Joburg where she’s opening a boutique. I’m obssesed with the big gilt mirror next time i have R10,000 spare (2018 maybe) i’m so getting one.

Some how I always seem to be out of town for What If The World’s fashion/design mashup events. So this will make three i’ve missed. However if you’re in town get there.

Visit the WITW Design Studion Blog for more.

Friday 10th October
Eight Pm
The Seapoint Hall
Cape Town

Featuring installations and performances by

Fashion /
Christopher Strong
Dokter and Misses
Suzaan Heyns
White Noise
Stephen Quatember

Product /
Adriaan Hugo
Liam Mooney
Xandre Kriel
Wouter Schreuders

Also featuring /
The Group
Willem Kitschoff
Givan Lötz
Reese Barkhuizen
Timothy Wang

This weekend I’ll be in Joburg for the Baileys Trunk Show (come and say hello). The event takes place for one day only and features a number of SA designers. It’s being held at Art Extra in Craighall Park and the event plays with a couple of ideas. The pop-up store trend is an obvious one but we called it a Trunk Show rather because we wanted to play with the theme of the original trunk shows (which were effectively pop up stores under a different name). The idea is designers would take their collection (in trunks) to cities away from their home base and sell their work to local clients. Each designer will have their own uniquely designed space at the gallery to sell their work from and there will be a social area around the Baileys bar.

Designers include:

Maya Prass
Mad About House (furniture)
Thula Sindi
Stiaan Louw
Mzansi Designers
Abigail Betz
Miss Scarlet
Carbon de Afreeque (bags/furniture)

If you want to come RSVP via the Facebook Group or send an email to


The Baileys Trunk Show is an event I’m currently helping to put together. The idea in a nut shell is a pop-up fashion store but to create an atmosphere more like a gallery or art installation. It will take place for one day only at Art Extra in Joburg next month (see below for how to attend spaces are limited so register early if you want to come along). I’ll be doing a few more posts on this as we get closer but for now i’ll also add that visually we’ll be exploring the theme of the original trunk shows (which the pop-up store trend is a modern version of). Join the Baileys Trunk Show facebook group for more info.

This is the press information:

Baileys, the world’s no 1 selling cream liqueur, has collaborated with some of South Africa’s most talented emerging fashion designers to create the Baileys Trunk Show, a temporary exhibition and retail space. The event provides an exclusive opportunity for the public to talk to designers about their work and purchase selected items from their newly launched 2009 summer collections. 

The first Baileys Trunk Show will take place on the 11th of October at the Art Extra gallery in Craighall Park where the designers work will be exhibited in a uniquely crafted pop-up store, a new trend in South Africa of highly stylized and temporary retail spaces. A Baileys bar will also provide a suitably stylish accompaniment. 

Designers taking part in the inaugural Baileys Trunk Show in Johannesburg include: Maya Prass, Fundudzi, Thula Sindi, Stiaan Louw, Mzansi Designers, and Abigail Betz. They will also be joined by innovative eco-fashion label, Carbon de Afreeque, which utilises recycled materials, such as advertising billboards made from PVC, to create high fashion products such as clutches, totes, laptop holders to wine coolers. They have also extended their offering to eco-furniture pieces from ottomans to a chaise longue all upholstered in PVC billboard material. 

All of the designers represent the best in internationally competitive South African fashion design with many of them showing work overseas. Most of the designers will be presenting work fresh from the catwalks of South Africa’s various fashion weeks (held in July and August) and this will be one of the first opportunities for the public to buy their new collections.

 Baileys National Brand Manager, Lauren Jones, says, “The Baileys Trunk Show is an innovative new way to connect with our style conscious consumers whilst at the same time championing independent South African fashion. The designers we have collaborated with to create the first event each have a uniquely creative approach to producing design excellence and were chosen to match the style originality and premium quality of the Baileys brand.”

 The Baileys Trunk Show is free to attend, however in order to retain an intimate environment space is strictly limited and those wishing to attend should register by sending an email to (in the event of over subscription those that responded first will be registered as a priority). Further information on the event and designers collections will be sent via email after registration.

I did a review of Cape Town Fashion Week for Dazed Digital this week. Not entirely sure where I found the time for that… Although I didn’t quite find time to think up an original headline and just borrowed from my Stiaan Louw review which i thought was quite clever but apparently not everyone “gets”.

As expected there have been some big changes at Cape Town Fashion Week this year. This is Deon Redman’s first outing as Creative Director of the event and his influence is very clearly seen in the “it’s all about the clothes” approach. Virgin Mobile have done a nice job of the branding. I think some brands don’t quite get how to do fashion sponsorships and plaster product messages everywhere, Virgin Mobile don’t fall into this trap and have produced some great imagery (featuring Black Coffee) that fits the event nicely.

The press room as well as looking much more stylish than the past also has 3 booths for designers that have just shown collections to let the media and buyers have a much closer look at the work (and chat). This is splendidly useful and I hope more designers make the most of this. As there had been no shows to start with the booths were occupied by some of the designers from previous events. I had a brief chat to the very friendly Emma from Pink Ant whose label was one of the highlights for many from Joburg Fashion Week – the gist of it was that the success of their collection in Joburg had really raised the profile of the label and now they have to concentrate on making enough of it…

Another thing worth mentioning is that most of the designers had taken the time to do provide proper information for buyers and media on the collections with a look by look guide to their collections provided – please keep this up everyone its the right thing to do.

The atmosphere was a bit mellower than usual, but in a good less frenzied way. Starting the event with young Ready To Wear designers made the day a bit more low key than when Cape Town Fashion Week was dominated by party frock designers. The designers were pretty representative of the type of clothes Capetonians actually buy in Cape Town every day although maybe not everything was right for a fashion week. Lalesso and Doreen Southwood (pics below) probably produced the stand out collections. I also like Sway (pics above) although the work was pretty similar to the graphic approach of Maya Prass so I kind of felt i’d seen this  before.

I popped into Portfolio this morning to talk to Hidaayah (the owner) about some of the young designers she’s bringing along to the Baileys Fashion Weekend. One of the designers participating is Cape based Lara Klawikowski who makes the eye catching futurist bags in the photo above. It’s not just me that spotted them as two snappily dressed young ladies made a b-line for them just after I came in. Lara is still a student (or just graduated?) and recently won the Vodacom Durban July Young Designer Award back in May (see below). Keep an eye on this lady.

This event will be held (independently) alongside Virgin Mobile Cape Town Fashion Week. If you’re a designer it’s not too late to get involved contact The Runway to find out more. You can also join the newly launched Facebook group here and follow developments on Style Guide Cape Town. No doubt i’ll also do some posts in the run up.

The Baileys Fashion Weekend is based on events like the London Fashion Weekend and the pop-up store trend and is set to be a fun addition to the buzz around fashion week.

The press release:

Baileys®, the world’s no 1 selling cream liqueur, has partnered with The Runway and personal stylist Robyn Cooke, to become the headline sponsor of The Baileys Fashion Weekend, a first of its kind fashion event taking place on 16-17th August 2008.
The Baileys Fashion Weekend guerrilla store will open for two days only during the culmination of Virgin Mobile Cape Town Fashion Week, selling the work of leading South African designers in a stylish and relaxed environment. The guerrilla store trend is a global phenomenon and this is the first independent event of its kind to be held alongside a South African fashion week.

Confirmed designers and brands to date include Gavin Rajah, Give-It-Bag, Catherine Moore, Coast & Koi and selected designers from Portfolio amongst others. As a perfect accompaniment to the fashion the Baileys bar will be serving Baileys over ice to visitors and DJs will provide a suitably stylish soundtrack.

“The Baileys Fashion Weekend takes South African design from the ramps to our consumers’ wardrobes. Whilst Fashion Weeks present future trends to the industry the Baileys Fashion Weekend will bring South African style to the public in one place. With the profits from the door going to Unicef this is also an opportunity to support a great cause. This event provides an excellent platform for both established designers and young talent to interact and sell to style conscious and discerning shoppers,” said Lauren Jones, Baileys National Brand Manager.

There is a small entrance fee of R25 for visitors to the event and 100% of the profits from the door will be donated to Unicef. In addition a fashion-amnesty will be run at the same time where people can bring along spare clothes to the store – these will all be given to those in need throughout the Western Cape.

Typing this from the Mugg & Bean in Sandton (coffee is less than spectacular but have high hopes for the Eggs Benedict). A couple of people have mentioned Chimera, who was actually the first on the ramps, as a highlight. Maybe they just like guns. Thanks to Simon for dropping me off a CD I can post a few more pics.