The Power of Culture

Talented young designers from all over the world are showing off their creations at the exhibition, which aims to bridge the gap between tradition and modernity. There is a social angle to the work of some of these designers too, as they create employment for a local population. For example, the collection from the China Lane label set up in 2002 by Shirley Cheung Laam makes use of the embroidery skills of the Miao tribe in Ginzhou. In this way, she is placing the time-honoured Chinese tradition of embroidery in a new context: "I want my designs to inspire a younger generation to seek their own inspiration from the past. You see, these days many Chinese seem to be fixated with the West, to the exclusion of everything else. I’m just pointing out that we don’t have to blindly copy everything foreign - we should instead be drawing inspiration from the traditions that our own country is so rich in."

The husband and wife team Thando and Vanya Mangaliso, who own the successful South African label Sun Goddess, draw inspiration from their forefathers’ rich cultural heritage. They unite the present and the past through their use of modern fabrics, rich decorations and above all a generous portion of African history. These days, traditional adornments such as shells and bones have been replaced by beads and buttons."It’s not only cheaper but more practical: after all, people do have to be able to wash their own clothes." However, Sun Goddess doesn’t just create original designs; it also provides jobs for the local population. As Thando puts it: "We don’t do fashion for the sake of fashion."

While it is true that these days designers weave their cultural background, their past and their clothesmaking craftsmanship into their designs, you do wonder how much this penchant for authenticity is just a temporary trend. Hopefully local fashion will gain more and more influence in a world where the McDonald’s of fashion - H&M - is threatening to become all-pervasive.