The Week of Fashion South Africa is expanding beyond menswear.
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For South African Menswear Week, “local is so lekker” - that they’ve evolved into The Week of Fashion South Africa, expanding their platform beyond menswear to include womenswear, emerging talent and broader industry initiatives.
The latest shows will be showcased in Cape Town later this month, marking a new chapter in the country’s fashion landscape.
This move is part of a broader vision to create a comprehensive fashion ecosystem. For the first time, Womenswear Collections will have their own dedicated showcases alongside the traditional SAMW offerings. Other components of the platform include GradWeek, supporting emerging designers from South Africa’s top fashion schools; global partnerships and international opportunities; industry discussions focused on development and transformation; and TheShowRooms, retail- and trade-facing spaces for designer visibility.
Additional initiatives include Fashion Map (Cape Town), offering curated journeys through culturally significant spaces for luxury travelers and designer retail discovery, as well as hospitality, entertainment, and elevated guest programming.
And then there’s HIM – The Face of Menswear Week, a high-end male model development and discovery platform launching in October.
Celebrating diversity: The Week of Fashion South Africa unveils new initiatives.
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Simon Deiner, the founder and the creative director, said that this expansion isn’t about leaving menswear behind.
“We’ve done over 10 seasons now with the Womenswear Collections as part of our schedule under the Week of Fashion slow introduction. It’s a huge step to scale back the SAMW forefront branding, which is the foundation from which we build the platform. But it will always be part of what we do.”
He explains that success is defined by designers growing their businesses, employing more people and improving offerings through quality, sales and distribution - all while remaining profitable and creative.
“From this, the rest comes organically. The best designers will then have the extra margins to grow and promote beyond fashion week, using it as a springboard and connecting channel,” Deiner said. “More South Africans need to know just how good local fashion is at all price points and styles. When people consciously choose local-not because it’s cheap, but because they actively prefer it and are proud to tell the story-it spreads organically.”
Leon Haasbroek, the newly-appointed chief operations officer added: “From a structural and brand perspective, menswear is not being absorbed into the ecosystem. It remains a defined communication pillar. SAMW continues to live clearly within the broader identity of The Week of Fashion South Africa, and that continuity is intentional.”
The decision to expand was driven by designers’ requests over the years to include womenswear, a need that became even more pronounced during the Covid-19 pandemic. When SAMW was the only fashion week able to return to physical programming, the platform became a crucial space for both menswear and womenswear designers.
“Curation and balance on the schedule will be more important than ever,” Deiner explains. “We’ve learned this whilst having the Womenswear Collections since 2021 on the schedule-and effectively 2020 during the first Covid virtual shows.”
Deiner believes the potential of South African menswear is often underestimated.
“Men in particular, over the past two decades, are realising that grooming, dressing well and choosing local is a key consideration. With disposable income skewed in their favour, they’re dressing better than before. Our key mission remains the same after 23 seasons: to reach these segments and educate them that locally made options exist at their taste and price point.”
He also sees menswear as an export sleeper.
“We’re properly competitive globally in design, story and quality. Designers choosing to harness this are doing well, and our 2026–2027 plan includes pushing more of these designers to leverage the international market through our networks and partnerships.”
Local is Lekker: The evolution of South African Menswear Week.
Image: Supplied.
Two seasonal collections each year will continue to anchor the platform, while the expanded ecosystem introduces a more inclusive, commercially viable and globally relevant fashion experience.
For Deiner, The Week of Fashion South Africa is about providing a platform for all local designers to shine.
“This isn’t about menswear versus womenswear. It’s about offering expansive creative expression and helping designers grow. The platform allows them to improve quality, expand sales, and ultimately reach global markets while staying proudly local.”
He concludes: “Let’s just say, ‘local is lekker’ is our motto.”
By combining menswear, womenswear, emerging talent programs, international partnerships and curated experiences, The Week of Fashion South Africa is positioning itself as a cornerstone of the country’s fashion industry-celebrating local talent while remaining globally competitive.
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