A Durban designer has described the fashion events that revolve around the Vodacom July as being vulgar and a farce and only Durban designers should be allowed to participate in this event. What do you think?
Durban designer Gideon has lambasted the Vodacom Durban July, calling it "vulgar", "a farce", and saying it needs "new blood to take hold of the fashion reigns". He is calling for a return to elegance.
Having garnered just about all the of the major South African fashion accolades, Durban-designer Gideon is an industry force to be reckoned with. This week in a letter to the editor he voiced his concerns about the Vodacom Durban July. The woman at its helm is Durban model boss Tiffany Prior, whose connections to the Durban Designer Collection, and now the July, have made her instrumental in growing young design talent in the city.
Despite not attending the event this year, but having featured on a number of occasions, Gideon wrote, "What I am about to put forward is not a personal attack on anyone but rather my overview of what I feel is the downfall of the elegance of fashion at the July for the past few years and the rise of both vulgar and "carnival- like" shows, judges and winners."
Prior said while respecting the designer immensely she found his criticism, without actually having attended the event, presumptuous and contradictory.
"Being a Durban designer, I feel proud to be from Durban and hold events such as this one very close to my heart. The July was always South Africa’s most elegant and sophisticated race day, however in the past few years I feel it has degenerated into a farce on fashion," said Gideon.
He said he believes the designers featured should all be from Durban with the exception of one guest designer from out of town to ensure that the event builds the Durban industry first.
This year’s Invited Designer Showcase included four out of town designers: David Tlale, RjKay Creations, Kluk CGDT and Abigail Betz.
He writes, "Is the July not here to recognise Durban’s own fashion powerhouses with all the incredible talent available here? Have we lost our self worth by having other designers flown in and accommodated in Durban to make us look better?"
Well no, not according to the title sponsor, retorts Prior.
"It is Vodacom’s directive that the Vodacom Durban July Fashion Experience offer a national platform to designers," she said.
"It on their directive that this event embraces fashion students and designers from all 5 of their main regions. However, I am ever mindful that it is the Vodacom "Durban" July and therefore a large portion of our pre-race day fashion event finalists are from Durban".
Gold Circle’s event’s marketing manager Ken Tweddell agrees. He said it is important to remember that the fashion only follows the July.
"The fashion element of the Vodacom Durban July exists because of Africa’s greatest horseracing event, the Vodacom Durban July, the continent’s premier horserace and not the other way around.
"The horserace is followed nationally and that is why the fashion is also national, but like attendance at the horserace, there is greater fashion participation locally," said Tweddell.
"It is no secret that we aggressively promote both the fashion and the horseracing aspects specifically for the sake of the horseracing event. If the fashion industry locally or nationally can also benefit from this promotion then we at Gold Circle are pleased and the tradition of the fashion association with the race will build upon itself annually."
Industry
Fashion commentator Renato Palmi says the mandate is for the better.
He said, "If the July was restricted only to Durban based designers, then Durban designers will have no right to participate in similar events held in other provinces."
The competition for local designers from other provinces forces Durban designers to be more innovative and prevents them from becoming complacent.
"It would be unhealthy for Durban designers to have their own inner competition around the July."
Palmi said, "It is a narrow minded view for any local designer to begrudge the inclusion of designers from provinces outside Durban, it will reflect poorly on the Durban fashion community.
"The fashion sector is still very fragmented with egos, gate-keeping and territorial control and we cannot, should not allow this mind-set to intrude on the July."
Judges
While Palmi said transparency on how winners were drawn might help the matter, Gideon said the judges themselves were not credible.
"There are no credible judges now, in the past fashion editors, stylists and out of town fashionistas would judge, not local celebrities and designers."
"We can’t have local judges judging local people," he said in reference to the race day panel which included David Tlale, who has shown twice at New York Fashion Week and is highly considered in South African fashion circles, and from Durban: designer and fashion lecturer Terrence Bray, named by British Vogue as the label to buy in SA; designer Francois Vedemme, who is an international name as well, Tatum Kheswar, Top Billing presenter, former Miss SA and a fashionista of note as well as Danny Moodliar, who was the producer of the past Durban Fashion Week and regularly represents designers in India.
While the fashion clout of these individuals is unquestionable, Madelain Clark, a Durban designer who is a regular winner at the July, says rather than fashion backgrounds the judges need to perhaps have distance. She said her gripe was that, "It’s pretty much the same judges every year. It’s a cliché that many feel on the outside off. What’s more is you find that designers who are lecturers will have a bias to their institution’s students, which is why like the Met judges should have nothing to do with the contestants."
Designer Leigh Schubert called the comments ludicrous. "Many of the designers judging the fashion competition were once junior designers on the same stage who are now showing internationally; they understand what it is that these emerging designers need to establish themselves. "When it comes to judging an event that Durban can be proud of, with national standing, why should we not have Durban judges and show off our credibility."
Prior said there are many levels to judging and sweeping statements were unfair.
"The Young Designer Award, which is national, was headed by Lucille Booysen, convenor of SA Fashion Week and a doyenne of South African fashion with decades of experience. "Our race day panel are the people who set the benchmark and they are the people young designers aspire to. Consist judges such Schubert, who Gideon says he holds in high regard in his letter, and respected journalist and radio personality, Terence Pillay, who Gideon dresses were among them."
Elegance
Another gripe highlighted by Gideon in his letter is the issue of what constitutes fashion. He said, "There is a fine line between avante garde and over-the-top. By all means have fun, but know that flower pots on heads which graced front pages the day after the races are not fashion. But beyond the media representations, what often wins as most elegant couple is not elegant and by bequeathing these garments as elegant we are distorting the meaning of fashion, perpetuating misconceptions and actually hurting our industry."
"We have all had enough of feathers, boa’s, beads and bedazzlers," he writes, "...elegance and timeless sophistication need to be injected and fast so as to keep any hope alive of the July continuing."
While many will agree with Gideon when he writes that elegance and sophistication do not equal OTT and avant-garde, these garments are part and parcel of the day’s spectacle, said Twedell, as the event caterers to a broad spectrum of people.
"Elegance, like style is highly subjective," explains Schubert.
"Durban has a diverse range of cultures and you can spot all the style stereotypes on race day. Just as how different groups attire differs in wedding dresses and matric dance dresses, they do on race day. Right down to the fabrications, these stereotypes are amplifies and as designers we can not change that. We may not like what makes the competition, but a large amount of people will love it.
South African Fashion Week director Lucilla Booyzen’s said although the industry can not change tastes, it can guide it.
"Horse racing is not a fashion platform at this point in time so you will get all tastes. We need to see it for what it is rather than try to turn it into a fashion week.
"However, the competitions are vital in setting an example, which the public will inevitably draw on.
"Designers understand chic and by being apart of the process they can ensure that the brief brings us back to elegance," she said. "But lets not underestimate the competitions and lets not draw the event out of context. This is a stellar event and as it progresses the competitions will demonstrate the different between costume or fancy dress and design. You’ll find that when the competition winners are chic, the crowd will emulate them – as everybody wants to be like the winners."
Written by The Mercury Reporter
Friday, 20 August 2010