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CatWALK THE WORLD – “Fashion for Food” (DOC)

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					PRESS RELEASE                                               Immediate Release


                      AUDI JOBURG FASHION WEEK ADDS NEW SEASON TO SA STYLE

                   South Africa‟s first annual autumn/winter fashion week, Audi Joburg
                   Fashion Week, takes place in Johannesburg from the 14th to 17th February
                   2007.


The events launch closes a long-standing gap in the South African fashion calendar, giving
the country‟s leading established designers the opportunity to showcase their autumn/winter
collections at a major fashion week operated to international standards.


The event, the first of it‟s kind for Africa, is the brainchild of Leisureworx the company behind
several world-class events such as Cape Town Fashion Week and MTN Durban Fashion
Week. Audi Joburg Fashion Week is designed to complement the other major South African
fashion showcases - that will present spring/summer collections in July and August.

The prestigious event will take place over 4 days at Nelson Mandela Square and will feature
17 individual shows choreographed by acclaimed producers, Jan Malan & Mary Reynolds.


Each show will reach a live audience of approximately 3000 people, both in the marquee and
in venues around the square itself, via live-to-screen video feeds. A state-of-the-art glass
walled marquee and glass catwalk, combined with the latest audio-visual technology will
provide a world-class platform that one would expect for South Africa‟s leading designers. The
event will host a VIP audience of fashion industry buyers, media and celebrities.

Designers confirmed for the event include (in order of showing):
Malick, Kobus Dippenaar, Craig Port, Hip Hop, Exodus by David Tlale, Craig Jacobs for
Fundudzi, Spero Villioti, Stoned Cherrie, Carducci, Philosophy, Klûk CGDT, Sun Goddess,
Sonwabile Ndamase for Vukani Fashions, Darkie, Paul van Zyl, Gavin Rajah for Gavin Rajah
Couture (Paris).




                                    www.fighthunger.org
As well as individual designer showcases the event also host two special collections: The
Marie Claire Prix d‟Excellence De La Mode Awards, which presents designs from the finalists
for the magazines prestigious South African fashion awards and The Audi Collections,
presenting a selection of the best designs from the event.


“Launching South Africa‟s first autumn/winter fashion week, Audi Joburg Fashion Week,
brings our country in line with the international fashion calendar and finally gives our designers
a prestigious local platform to showcase their autumn/winter collections. South Africa is
proving itself as a new fresh voice in the fashion world and this event is essential in helping
our designers compete globally, as well as reach their South African clients. Audi is one of the
world‟s best known brands with a strong heritage of both style and innovation and makes the
perfect partner for this event,” said Dr Precious Moloi-Motsepe, Chairperson of Leisureworx.


According to Chayne Brand, Marketing Manager for Audi in South Africa, “The Audi brand
philosophy of Vorsprung (“lead the way” in German) dictates a daring and innovative approach
in everything we do. Progressive design is synonymous with the Audi brand thus the link with
fashion is a logical and natural one, the Audi Joburg Fashion Week promises to be Vorsprung
in every way”


The timing of the event is in line with our fashion designer‟s new autumn/winter ranges and
allows sufficient lead-time for autumn/winter fashion media coverage. It also places the
autumn/winter collections exactly six months before the spring/summer collections in
July/August.


Futher announcements will be made soon on major plans for unearthing young and emerging
talent, especially black designers from the rural areas and townships.


As well as the collections presented during the week the event will also include after parties
for many of the designer shows, most notably the VIP Audi Collections after party to be held at
the FTV Bar, Sandton.
                                  Stoned Cherrie Collection
                  Presented by CatWALK THE WORLD Fashion for Food

Stoned Cherrie - an African lifestyle brand that is expressive of the urban culture in South
Africa- will be showcasing their autumn/winter collection during the Audi Joburg Fashion week
on the 15 February. As UN Appointed Designer for CatWALK THE WORLD, Stoned Cherrie
showcased their collection during the “Fashion for Food” campaign in Ghana

Their vision is to become a premier African brand pioneering a Cultural Revolution in Africa.
In essence, Stoned Cherrie is a product of freedom, a conflation of past and present. The
aesthetic oscillates between our heritage and how Africa has evolved over the years. Their
design signature is reminiscent of the celebration of past eras of the 50's right through to
present day South Africa.

The campaign titled:
CatWALK THE WORLD – “Fashion for Food” is the latest advocacy event to create
awareness of child hunger, while raising the necessary funds to help fight it.


The campaign CatWALK THE WORLD – “Fashion for Food” is an off shoot of Walk THE
World which is WFP‟s annual world wide walk across all time zones. In 2006 over 760,000
people in 118 countries and 420 locations walked. The next walk will be on 13 May 2007.

It is well documented that exclusive fashion shows attract the „who is who‟ from the World‟s
Social Elite and command unprecedented media attention. The CatWALK the World
International Campaign will capitalise on this fact by organising High Profile Fashion
shows around the world with the biggest and most famous designers representing their
respective countries.

The glamour, glitz and wealth from the Fashion Industry will be used to create awareness and
generate funds to help the millions of children suffering from hunger and hunger related
diseases by providing them with at least one nutritious meal a day in WFP School Feeding
(SF) programmes. The school meal encourages enrolment and attendance in schools, and on
a full belly, the children also perform better. With a basic education, we are able to break the
cycle of poverty which passes from one generation to the next.
The first ever global International Stop Hunger Campaign: CatWALK THE WORLD was
launched on 22 April 2006 in Lagos, Nigeria, raising around US$75,000 in cash and in-kind
contributions.


On December the 22nd, Ghana‟s capital Accra hosted the World Wide Campaign by Health
PR for Stop Child Hunger at the prestigious Golden Tulip Hotel!

CatWALK THE WORLD – “Fashion for Food” auctioned Designer Garments, autographed
Boxing Gloves by Lennox Lewis, an autographed Football Shirt from renowned World Winner
and former French Captain, Marcel Desailly and Damon Dash Autographed CatWALK THE
WORLD – “Fashion for Food” T-shirts auctioned by Miss Ghana 2006, Irene Dwomah.
Around US$30,000 was raised which will be handed to WFP to further the effort to end child
hunger.

A long list of high profile International and National Designers including OZWALD BOATENG
(UK), DEOLA SAGOE (Nigeria), KOFI ANSAH (Ghana), STONED CHERRIE (South Africa),
ATIMEO (Ghana), SIKA (Ghana), KONADO (Ghana), ALABA (Ghana) and KIKI (Ghana)
with an international line-up of male and female models from UK, South Africa, USA, Italy,
France, Jamaica, Zimbabwe, Nigeria and Ghana, graced the CaTWALK.

Performances by local Ghanaian Artists‟ included: TIC-TAC, KING AYISOBA and KOJO
ANTWI. The event was hosted by LISA A‟ANSON, a well-known MTV personality.

In our audience, amongst many special invited guests from the local and International
Entertainment Worlds were Damon Dash, a HIP-HOP entrepreneur and mogul, his wife
Rachel Roy, International Fashion Designer, Marcel Desailly, a former French Football
Captain, Sbu Leope, a well-known South African Artist, Celebrity and business man, Noni
Gasa, the Face for SA Fashion Week 2005 and an International Fashion icon.

“It might seem an unlikely mélange – the glitz of the fashion world and the plight of the world‟s
hungriest children. But fashion always grabs the spotlight, and people in the industry are
stepping up to channel that attention toward one of the most demanding causes of our time,”
said Damon Dash.
The Fashion For Food Campaign will continue in Johannesburg-South Africa, Addis Ababa-
Ethiopia, Monrovia-Liberia Freetown- Sierra Leone amongst other and will move across the
globe stopping in: London-UK, Paris-France, Rome-Italy, New York-USA, Sao Paolo-Brazil,
Tokyo-Japan, Sydney-Australia to mention a few.

CatWALK THE WORLD South Africa will be staged in Johannesburg on 12 May „07, as a
curtain raiser to WALK THE WORLD on 13 May „07.

CatWALK THE WORLD – Fashion for Food will title the selective Collection Evenings at each
of the following events: Audi Joburg Fashion Week (February 2007), MTN Durban Fashion
Week (June 2007), Nokia Cape Town Fashion (July 2007), Mozambique Fashion Week
(December 2007) in Maputo and the Africa Fashion Week kicking off toward end 2007.

CatWALK THE WORLD – “Fashion for Food”, is being organized by Health PR West Africa
Limited, with the United Nations World Food Programme (WFP) as the beneficiary.

The Mason Company has been appointed as Event Producers and Campaign Management
Agency and Jan Malan Umzingeli Productions is the appointed Fashion Show Director of
CatWALK THE WORLD Africa.

For more information please contact:-


Mason Company
Africa Campaign Management Agency
CatWALK THE WORLD

Yvette Mason                 Tel: +27 11 728 6452
                             Mobile: +27 83 604 0964
                             E-Mail: yvettem@masonco.co.za

On behalf of
Health PR and the CatWALK THE WORLD Campaign

				
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