I Only Wear Local: Behind the scenes

A few weeks ago we published our first ever fashion editorial on the Jameson INDIE Channel, ‘I Only Wear Local’. The idea was to dispel any inferiority complex that might still linger around South African fashion. We have relied on having our sense of style shaped by Europe and America for so long, we’re inclined to forget just how vibrant and unique our local fashion scene really is. In fact, it’s positively soaring right now.

In this short behind-the-scenes video from our inaugural shoot in Woodstock, Cape Town, you’ll get a glance at how we put it all together, as well as some insights from the individuals who were involved. We look forward to doing more I Only Wear Local shoots in the future, because heaven knows we have enough talent, style and entrepreneurial flare here in South Africa to showcase purely local fashion in this way for years to come.

Long live local!