After months of fierce competition, the 2024 Local Fashion Police campaign culminated in an extraordinary finale that celebrated South Africa’s brightest fashion talents. Held at The Station Newtown on Thursday, 28 November, the grand event highlighted the creativity, passion, and innovation of local designers and their supporters, all united in showcasing the brilliance of South African-made fashio

This year’s campaign, was the most electrifying yet, proving the power of local talent while encouraging consumers to prioritise South African-made fashion to drive economic growth. From hundreds of entries nationwide, four exceptional winners emerged, all embodying the campaign’s commitment to local pride and excellence.

The star-studded evening featured dazzling bespoke designs by judges and renowned designers Orapeleng Modutle, Jessica Jane Molebatsi, Mzukisi Mbane, and Ole Ledimo. The winners proudly walked the runway in these stunning creations and were also awarded R40,000 worth of bespoke designs crafted exclusively for them by their respective judges. Among the attendees were South Africa’s top fashion influencers and celebrities such as Sjava, Wanda Baloyi, and Sophie Ndaba.

The event itself was a feast for the senses. Guests were treated to unforgettable entertainment, including electrifying performances by the iconic Boom Shaka and a surprise alumni fashion showcase. This special segment spotlighted past Local Fashion Police designers who have continued to make waves in the industry, with their latest creations showcased to thunderous applause. The highlight of the evening was the much-anticipated alumni surprise fashion show, further celebrating the talent nurtured by the campaign over the years and embracing the support that the 16 Alumni Designers have graciously shown to Proudly SA in building this spectacle, the LFP which is fast becoming one of the “thee” events on the social calendar in South Africa.

The evening was a true testament to the campaign’s mission: to inspire South Africans to support local fashion and directly contribute to job creation and economic empowerment in the Retail, Clothing, Textile, Footwear, and Leather (R-CTFL) sectors. From the vibrant atmosphere during the Trellidor Local Fashion Police jail photobooth sessions to the grand finale’s closing walk, every detail of the evening reinforced the power of local unity and creativity. The Trellidor jail, designed specifically for the event, added a playful yet meaningful touch to the proceedings. Guests who dared to attend without wearing locally made outfits were “arrested” and subjected to do the Walk of Shame by the Local Fashion Police and taken to the mock jail, where they had the chance to make a public pledge to support local fashion in the future.

The jail wasn’t just a space for pledges, it doubled as the evening’s photobooth, where attendees, both “arrested” and not, posed in their stylish outfits. This interactive attraction created excitement and brought the campaign’s message to life, blending entertainment with advocacy for local fashion. It served as a reminder of the importance of buying South African-made products while giving guests a fun, memorable experience that perfectly encapsulated the spirit of the event.

Proudly South African’s Chief Marketing Officer, Happy MaKhumalo Ngidi, reflected on the campaign’s impact, “This year’s Local Fashion Police competition has been an incredible journey of discovery, creativity, and unity. The finale is not just about celebrating our winners but about celebrating the broader message of the campaign: that local fashion is more than a trend, it’s a movement driving economic empowerment and job creation. Seeing these designs come to life is a testament to the immense talent within our borders, and we’re proud to champion this cause.”

Adding to the glamour of the evening, the winners were recognised for their outstanding contributions to local fashion, and self-appointed ambassador Dr Mamokgethi Phakeng was honoured for her dedication to promoting South African brands, unapologetically so.

Janis Robson, Business Development Head at FNB, says we are honoured to be part of such an important initiative that empowers young creatives to build the next generation of unstoppable fashion brands. In collaboration with Proudly SA, we remain committed to advancing the conversation around supporting local and building a sustainable future for South African businesses. The Local Fashion Police campaign serves as a powerful reminder that every local purchase strengthens the economy, creates jobs, and supports the nation’s incredible talent.

“South African youth unemployment can’t be solved purely through formal employment in the private sector,” says Robson. “We understand the catalytic importance of empowering young entrepreneurs to build lasting businesses that contribute directly to job creation, economic growth, and the fostering of a creative industry. The fashion sector has huge potential to create employment, raise awareness of South African creativity and success across the globe, and build stronger local value chains to the benefit of our economy.”

The 2024 Winners and Runners-Up Are:

Winners

• Boogy Maboi – chosen by Orapeleng Modutle
• Welcome Moyo – chosen by Mzukisi Mbane
• Nokukhanya Shandu – chosen by Ole Ledimo
• Kamogelo Machaba – chosen by Jessica Jane Molebatsi

Join the conversation using #LocalFashionPolice2024, #BuyLocalToCreateJobs, and #FNBSupportsLocal.