The State of the Nation Address (SONA) 2025 will again serve as a powerful platform for change, shaping South Africa’s future. As the nation gathers to listen to the President’s vision for the country, SONA is not just a political address but an opportunity to lay the foundation for economic reformation, job creation, and national transformation.

SONA remains one of the most critical moments in South Africa’s political calendar, providing a stage for the government to communicate its strategies for addressing the country’s most pressing challenges; poverty, inequality, and unemployment. But beyond policy, SONA is a catalyst for action, offering a blueprint for unlocking the potential of South Africa’s industries and talents. In this year’s address, the President will highlight last year’s achievements, and outline interventions for the coming financial year[i].

Proudly South African is proud to leverage this moment by partnering with SONA to elevate and support South African industries, particularly the local fashion sector. Through the Local Fashion Police activation on the Red Carpet at SONA 2025, Proudly South African aims to highlight the role of local craftsmanship in economic growth and job creation. By showcasing the incredible talent of South African designers, this activation underscores the power of local procurement as a tool for fostering a sustainable and inclusive economy.

“SONA 2025 once again represents a pivotal opportunity to highlight the role of the local R-CTFL sector in economic reformation,” says Eustace Mashimbye, Chief Executive Officer for Proudly South African. “As the country works towards revitalising the economy, it is essential to showcase the innovation and creativity within our borders. Supporting local businesses, particularly in sectors like fashion, can drive job creation and foster sustainable growth.”

The Local Fashion Police activation will see government officials and prominent figures walk the red carpet, proudly wearing locally made fashion to demonstrate their commitment to supporting South African designers and manufacturers. The “Local Fashion Police Officers”, Sello Medupe of Scalo, Palesa Mokubung of Mantsho, Otsile Sefolo of Otiz Seflo, writer Leonie Wagner, and red-carpet MC Thami Dish, will be on hand to celebrate those who choose to showcase local fashion, while also reminding influential figures who didn’t to prioritise supporting local designers. This robust, interactive element aims to spark a nationwide conversation on the importance and impact of buying local.

By focusing on local R-CTFL industries at SONA, Proudly South African reinforces the message that economic transformation begins the moment we wake up. It’s not just about policy, it’s about taking tangible steps to support and invest in South African businesses. This, in turn, creates more job opportunities and strengthens the economy. It reflects the power of consumer purchasing decisions, contributing to the value chain and, in the bigger picture, our economy. It all starts with one single purchase from a local business, which then becomes a habit that then transforms into a lifestyle. This local and lekker lifestyle sustains livelihoods, bolsters the economy, and decreases economic pressures on breadwinners and society as a whole.

The red carpet activation will also be broadcast on Parliament TV and Proudly SA’s social media channels, providing a national platform for South Africans to engage with the movement toward economic reformation and local empowerment, one purchase at a time.

ENDS

For more information on Proudly South African visit www.proudlysa.co.za

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