CAPE TOWN — South African Men’s Wear Week opened its fifth season on a high with a new title sponsor, Lexus, whose revised positioning of “Experience Amazing” made the partnership a compelling fit, according to SAMW cofounder Simon Deiner.
“We’ve always positioned the SA Men’s Wear Week as an all-inclusive event, versus an off-limits fashion week, by creating spaces that followers of fashion can attend and hopefully catch a show, versus strictly controlled doors,” he said. “I think this more lifestyle aspect that runs alongside the serious media/buyer business-to-business core was quite attractive as it brings a diverse range of really good consumers to the event, which appealed to Lexus.”
SAMW heralded many firsts this season. The four-day event last month began with an offsite show, FMBCJ by Craig Jacobs, bowing at Cape Town luxury emporium Merchants on Long, followed by a cross-continental design collaboration featuring Jacobs and Nigerian designer Babatunde Oyeyemi of the urban streetwear label Maxivive and diffusion label MXVV.
“Babatunde approached me a few months ago, mentioning that he thought my sports-luxe aesthetic fitted in with his sub-brand MXVV and was wondering if I would be interested in collaboration,” explained Jacobs. “As designers, we often work in a vacuum, and I
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