Parliament teams up with Proudly SA for SONA, promotes local brands

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Parliament has partnered with Proudly South African for this year’s State of the Nation Address (SONA), urging Members of Parliament and guests to don locally produced brands.

According to Proudly South African, this collaborative campaign aims not only to boost the South African fashion industry but also to weave a narrative that connects consumers with the rich stories, culture and creativity inherent in South African fashion.

The campaign is also spearheading the importance of supporting the local Retail, Clothing, Textile, Footwear, and Leather (R-CTFL) sector.

The call to action, under the hashtag #SONA2024, urges officials attending the Cape Town City Hall event to prioritise local fashion.

CEO of Proudly SA, Eustace Mashibye stresses the impact of the R-CTFL sector on the economy. “It’s now crucial for South Africans to keep this momentum by consciously choosing to wear local products every day, especially on significant occasions such as the SONA.”

The local Fashion Police, led by Biji Gibbs of Biji La Mason, Otiz Seflo’s Otsile Sefolo, and Hangwani Nengovhela, founder of Rubicon, will play a pivotal role in applauding officials who embrace local designs and encouraging those who don’t to participate in the wear local movement.

Mashibye says, “The restoration and recovery of the sector lie in the hands of every South African.”

A statement from Parliament says, “This partnership encourages public representatives and sends a powerful message of support for the local business, which is crucial for economic growth, job creation, and addressing issues of inequality and poverty.”

It further states: “This initiative goes beyond mere fashion appreciation; it seeks to connect consumers with the rich stories, culture, and creativity inherent in South African fashion, thereby fostering a sense of pride in local craftsmanship.”

Proudly SA has provided the public with a list of renowned South African designers who can get guests red-carpet-ready for SONA – from JJ Schoeman to Laduma Ngxokolo of Maxhosa.

SONA 2023 I Party leaders arrive for the President’s address: