In 2016, Joburg Shopping Festival created the Love Local Design pop-up concept, as a platform for young designers to gain market access and to encourage support for local fashion. Working closely with David Tlale and Stephen Manzini from Soweto Fashion Week, the festival has begun to build a database of young up-and-coming fashion entrepreneurs. This year, seven of the designers will be part of the Soweto Fashion Week. These pop-ups take place during and in the lead-up to the Joburg Shopping Festival at the malls.
Through a partnership with Menlyn Park Shopping Centre, a rotating group of ten designers have had a Love Local Design store in the mall since November 2016. This gives the designers valuable retail experience, and has also resulted in job creation through the designers’ employment of shop assistants and extra help to produce enough clothing to meet demand.