The Politics of Fashion

The Politics of Fashion

Written by Sandiso Ngubane

Tuesday, 19 April 2011

Politicians popping up front row and on the ramp have Sandiso Ngubane asking: what exactly are they doing there? "Ladies and Gentlemen, please remain seated as the First Lady gets escorted out," said a voice over the microphone after a fashion show at Joburg Fashion Week earlier this year.    Two 'FL's attended on alternate JFW nights and should the event have been any longer, perhaps we would have seen all five or six of them- whatever the current count - on that frontrow, next to AFI director Dr Precious Moloi-Motsepe and her billionaire, politically connected hubby Patrice.   Some of us were a bit annoyed and the visibly ticked off wasted no time, disregarding the voice and walking out even before we could see the First Lady and her rather large entourage disappear behind the photographers' gallery at the entrance of the show venue.   What are they doing here? Some asked. Do they even support local fashion? A valid question, I thought. Joburg Fashion Week is known for dishing up the most well known faces on the front rows of their events. Some, like Sonia Booth are well known patrons of the fashion industry, but what necessitates the presence of the Zumas at fashion week?   It wasn't the first time we had seen politicians or politically connected folk at fashion week. Over the past couple of years that I have been attending these events I've seen a number of them. At the recent SA Fashion Week, for instance, the Gauteng MEC for Economic Development Qedani Mahlangu was right there clad in Diamond Face Couture (at least she made an effort), chatting to convenver Lucilla Booysen and a number of guests in the VIP lounge as well as on the front row. I proceeded to approach her and pointed my Blackberry in her face, "Why is an MEC at fashion week?" I asked.   "One of the things that I'll be doing as I sit with the promoters is to look into what we can do through our government to support those who are struggling," she replied, "But also to support those who are struggling to emerge and break into the fashion industry. It is very important for the Gauteng economy."   The MEC acknowledged that at present government policy generalises small businesses but said she would like to look into fashion specifically and the challenges faced by entrepreneurs in this sector.   At Vesselina Pentcheva's show Judi Nwokedi, the SABC Managing Director who was recently controversially removed from the ANC Local Government Elections candidate list, rather outrageously - given the timing: not ten days before she was splashed across the local papers - closed the show in a wedding dress.   "There's no hidden politics behind it," Vesselina told ifashion, "Judi is a dear friend, a very inspiring and attractive woman and a client."Vesselina adds that Nwokedi is an ardent supporter of local fashion who wears South African fashion whenever she goes overseas. "If it isn't Vesselina Pentcheva, it will always be someone else."   Good thing Nwokedi was off the ANC Election Candidates list by the time she appeared on the ramp.    Last year in Britain various designers had politicians frontrow at their shows, giving fashion week a pre-election spin that saw the Conservatives and Labour pitted against one another to show support for the British fashion industry. The British government's aid to the industry at the time stood at £24m and Ed Vaisey, now the culture minister, went on a charm offensive for the Conservatives, as the Guardian reported at the time.  "I understand the concerns of the fashion industry, and I am fully aware of the role that the top quality fashion higher ­education we have in this country plays in that," he was quoted as saying, "It is time Westminster took fashion seriously, and this event is part of my plans to do exactly that."    The Conservatives are currently in a Conservative Party-led coalition government.   Back on these shores, Allana Finley, Marketing Manager for African Fashion International says politicians should be invited to fashion week. And maybe she's right. The scrutiny and attention afforded to our politicians by the press could serve as a marketing tool for designers.   "They should be the day-to-day models of our designers' wares. They travel the world and could be the right vehicles to take local fashions to the world," says Finley. "That is essentially one of the reasons we invite First Ladies. They are the global ambassadors of our country and they should be the first ones to boast wearing local fashion designers, a proudly South African statement, as opposed to traditions of the past where first ladies proudly wore Euro-American designers. Now, this time is for Africa!"   Designers are also clearly not worried about their brands being associated with a particular political inclination. David Tlale, who has dressed a number of politicians in the past says he refuses to let his work get politicised. "It used to worry me before because I thought people would think if I dress a politician then I vote for a particular party," he explains, "But at the end of the day I deal with customers. I've dressed politicians from the ANC, DA and the IFP."   As Vesselina put it; "There's no hidden politics behind it."