Samsung Electronics Africa announced that it has teamed up with African Fashion International as the official technology sponsor of the Mercedes-Benz Fashion Week Africa. The event will take place from the 24th– 28th October in Melrose Arch, Johannesburg.
Samsung’s premium product ranges – including the GALAXY Note 10.1, GALAXY S III, the newly launched GALAXY Note II and premium Smart TV ranges will be integrated throughout the fashion exhibition, used by key African Fashion International staff on-site and at the welcome desks, as well as being made available for use in the media lounges and information points. In addition to this, Samsung will be the sponsoring partner for designer, Marianne Fassler at the event. Marianne is arguably South Africa’s most original and enduring designer who understands the strength and inspiration of contemporary Africa with its mixed cultures.
“This partnership is a fantastic platform that not only enables us to highlight our innovative portfolio to a dynamic, fashionable audience, but speaks to the essence of the Samsung brand,” says Lucy Jones, Corporate Marketing Manager for Samsung Africa Regional Headquarters. As technology is becoming more deeply linked with the creative processes of fashion designers, our devices offer a unique blend of creativity and productivity perfectly suited to this market – making this partnership a perfect alignment.”
The African Fashion International showcases designs from West Africa – including the likes of Nigeria and Ghana, East Africa including Rwanda and Tanzania as well as Southern Africa (SA, Botswana, Zimbabwe, Botswana and Angola) to name but a few, all of which are key regions for Samsung. AFI showcases the best designers from the continent, offering them access to domestic and international market share while also growing a platform for the sustainability of the fashion industry in Africa in creating jobs through fashion and developing new designers through its Fastrack programme. Such sustainability initiatives speak directly to the Samsung brand.
Says Allana Finley, Global Brand and Marketing Manager of African Fashion International; “We are exceptionally excited to have Samsung on board as our technological partner as not only is the brand synonymous with premium design and innovation – exactly what our designers showcase – but given the changing world of fashion and design, having technology at our fingertips for enhanced and increased productivity is key for the industry now and into the future.”
“We are dedicated to making products that inspire passion and, through innovation, create a better tomorrow for all. We view our partnership of the African Fashion International as a natural extension of driving this spirit across Africa,” concludes Jones.
To follow the Africa Fashion Week with Samsung, use the twitter hashtag #BlueThread