Bloemfontein’s fashion scene is brimming with creativity, passion, and untapped potential. Yet, beneath the glamour of runway shows and boutique launches lies a deeper struggle defined by limited resources, lack of exposure, and the ongoing challenge of competing in a market dominated by larger city brands. For local designers, making a name in the City of Roses requires more than talent; it demands resilience and innovation.
Bloemfontein Courant spoke to several local designers to gain insight into the scene and the challenges they face. According to Gerhardt Shebe, designers in the Free State often contend with limited access to resources, funding, and marketing opportunities. “Competing against larger brands with established market presence and financial backing can be daunting. Additionally, gaining recognition and trust in a saturated market poses its own challenges,” Shebe explained.
Fellow designer Puleng Thabeng echoed these sentiments, noting that breaking into major retail spaces or securing national media attention is difficult, especially when competing with brands with massive marketing budgets. She also highlighted the many roles designers must juggle. “While creative skills are abundant, designers often have to be a designer, marketer, accountant, and supply chain manager all at once. This creates a need for stronger business and retail management skills,” Thabeng said.
Business mogul and Free State Fashion Week (FSFW) founder Candy Smith acknowledged these challenges and explained that FSFW was established to address them. “Supporting emerging talent is the heartbeat of FSFW. Through our Free State Fashion Hub, an accredited training institution, we offer young people from rural and township areas structured programs in fashion design, garment construction, and entrepreneurship,” she said.
Looking ahead, Smith envisions the Free State becoming a national hub of creative excellence, where fashion, culture, and entrepreneurship intersect to drive economic growth. “The future of fashion in the Free State is bright, rooted in our culture, powered by innovation, and guided by the belief that excellence is not just our theme; it is our standard,” she concluded.
Clement Matroos
clement@mahareng.co.za
