“Founded by Dr Precious Moloi-Motsepe, African Fashion International provides South African designers with a platform to present their latest creations and an opportunity to gain international exposure and recognition.” says Keats, who is herself a protégé of African Fashion International(AFI)
“Joburg Fashion Week 2011 is a time and place for South African Designers to gird their loins – take up their fashion cudgels and make a decisive move.” says Abigail Keats who opened her flagship Abigail Keats designer boutique in Sandton, Johannesburg, South Africa last year.
This years Joburg Fashion Week promises to be spectacular with the Nelson Mandela Bridge (reminiscent of a Rubicon crossed some time ago), The Bus Factory and other city venues, setting the stage for this prestigious event which attracts strong local and international attention. Keats will open the show on the final day at the Bus Factory with her Autumn/Winter 2011 Collection, which promises a grand finale to the four-day event.
Of the current fashion business scenario, Keats says “It has never been tougher or more challenging for our independent fashion designers seeking their niche in a global community. We need to nurture entrepreneurship through constructive and patriotic support from government, private enterprise and the South African public. Hard as it may seem right now, the cream will rise to the top – it always does! We have the talent.”
On the question of her business approach Keats says, “A clearly defined client profile, personal attention, uniqueness and an unrivaled passion to add value to my client’s experience, is the route that I have chosen.”
And who is the Abigail Keats client? Keats says, “Her being and aspirations are reflected in my signature style. The Abigail Keats woman is one who has endless style, abundant glamour and that perfect edge about her. She is inspired by the classics but embraces the contemporary because she knows what works and how it should work.”
What can we expect from the Keats 2011 Autumn/Winter collection? Without giving too much away Keats says “This collection remains true to my signature – it celebrates classic glamour infused with a modern twist. ‘Structured’ ‘clean’ and ‘tailored’ are key words that capture the spirit of each piece. The collection boasts diversity, building anticipation from a casual affair to first time evening wonders. It embodies confidence and sophistication – achieved through strong lines, crisp detailing and fitted silhouettes with soft touches. The collection finds inspiration in simplicity and my vision for the upcoming season.”