As excitement built for the Feather Awards on 7 November 2024, Proudly South African was thrilled to announce its partnership with one of the most vibrant celebrations of the LGBTI+ community and its allies. This year, Proudly South African brought a unique twist to the pink carpet with the “Are You Wearing Local?” campaign, encouraging attendees to proudly showcase local designs and make a style statement that supports our economy.

This partnership underscored Proudly South African’s commitment to driving job creation by supporting the local fashion industry. Each garment crafted by South African designers not only enhances our sense of identity but also supports the local economy by sustaining the jobs of artisans, designers, and countless others involved in the fashion production chain. Collaborating with the Feather Awards was an opportunity to promote local brands while shining a spotlight on the creative talents within South Africa.

Through the “Are You Wearing Local?” initiative, Proudly South African invited all Feather Awards attendees to celebrate their heritage by dressing in South African designs. This show of support didn’t end on the pink carpet, guests were encouraged to continue wearing local in their everyday lives, contributing to the growth of the fashion industry and creating more opportunities for employment and empowerment across the country.

“Every purchase of a locally made item is a step toward creating jobs and uplifting South African communities,” said Happy MaKhumalo Ngidi, Chief Marketing Officer of Proudly South African. “By choosing local fashion, Feather Awards attendees and all South Africans can make a meaningful impact and drive economic growth from the ground up.”

Recent findings from the Size Matters report by The Other Foundation further highlighted the importance of supporting local businesses within the LGBTI+ community. According to the report, South Africa’s LGBTI+ market holds an economic potential worth at least R250 billion annually, with 90% of LGBTI+ individuals engaged in income-generating activities. Additionally, 61% of LGBTI consumers showed a preference for brands demonstrating a commitment to inclusivity, making this a powerful segment for local brands to reach. By fostering an inclusive economy, businesses can create more job opportunities and drive economic empowerment for LGBTI individuals and allies alike.

Thami Dish, founder of the Feather Awards, commented, “Our partnership with Proudly South African speaks to the core of what the Feather Awards stand for – celebrating diversity, pride, and the incredible talent within our community. Through initiatives like ‘Are You Wearing Local?’ we’re able to empower individuals to wear their identity proudly while supporting our local economy.”

The 2024 Feather Awards featured a showcase of bold and innovative designs from South Africa’s top local brands, celebrating the rich diversity of our fashion landscape. Through its presence at the event, Proudly South African aimed to highlight the power of choice in fashion – encouraging people to invest in local talent, support ethical production practices, and wear their pride for South Africa on their sleeves.

ENDS

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

For media enquiries please contact:

PR Manager: Dambisa Maqoga                              Senior PR Practitioner: Shernese Defreitas

Office: 011 327 7778 Cell: 0736668270                 Office: 011 327 7778 Cell: 079 771 6296

[email protected]                                       [email protected]

About Proudly South African:
Proudly South African is the country’s official Buy Local campaign seeking to stimulate much-needed job creation and retention in our country through the lobbying for and promotion of local goods, services, and industries.  The organisation lobbies the public and private sectors to increase their levels of local procurement through their supply chain structures and encourages consumers to do so through changing their purchasing habits. Proudly SA is a membership-based organisation, and only companies that have been audited and approved are entitled to carry the logo, which symbolises the adherence of that product or service to required local-content thresholds and quality standards.