The spotlight will shine on South African fashion designers at this year’s State of the Nation Address (SONA).
While the all-important address is a platform for the President to outline the vision for South Africa for the year ahead, SONA also presents an opportunity to showcase local talent in the fashion industry.
Invited guests and dignitaries dress to the nines to honour the auspicious occasion, with many choosing to dress in locally designed garments.
Proudly South African, the country’s official ‘buy local’ advocacy organisation, is leveraging this important moment on the national calendar by partnering with SONA to elevate and support South African industries, particularly the local fashion sector.
Through the Local Fashion Police activation on the red carpet at SONA 2025, Proudly South African aims to highlight the role of local craftsmanship in economic growth and job creation.
By showcasing the incredible talent of South African designers, this activation underscores the power of local procurement as a tool for fostering a sustainable and inclusive economy.
“SONA once again represents a pivotal opportunity to highlight the role of the local R-CTFL [Retail–Clothing, Textile, Footwear and Leather] sector in economic reformation.
“As the country works towards revitalising the economy, it is essential to showcase the innovation and creativity within our borders. Supporting local businesses, particularly in sectors like fashion, can drive job creation and foster sustainable growth,” said Eustace Mashimbye, the Chief Executive Officer for Proudly South African on Thursday.
The Local Fashion Police activation will see government officials and prominent figures walk the red carpet, proudly wearing locally made fashion to demonstrate their commitment to supporting South African designers and manufacturers.
The "Local Fashion Police Officers” are Sello Medupe of Scalo; Palesa Mokubung of Mantsho; Otsile Sefolo of Otiz Seflo; writer Leonie Wagner and red-carpet MC Thami Dish. They will be on hand to celebrate those who choose to showcase local fashion, while also reminding influential figures who didn’t prioritise supporting local designers.
This robust, interactive element aims to spark a nationwide conversation on the importance and impact of buying local.
“By focusing on local R-CTFL industries at SONA, Proudly South African reinforces the message that economic transformation begins the moment we wake up.
“It’s not just about policy; it's about taking tangible steps to support and invest in South African businesses,” Proudly South African said in a statement.
Opportunity beyond policy
SONA, which will be held on Thursday, 6 February, remains one of the most critical moments in South Africa’s calendar, providing a stage for the President to communicate government strategies for addressing the country’s most pressing challenges -- poverty, inequality and unemployment.
Beyond policy, SONA is a catalyst for action, offering a blueprint for unlocking the potential of South Africa’s industries and talents.
In this year’s address, President Cyril Ramaphosa will highlight last year's achievements and outline interventions for the coming financial year.
Buying locally, creates more job opportunities and strengthens the economy. It reflects the power of consumer purchasing decisions, contributing to the value chain and, in the bigger picture, the country’s economy.
“It all starts with one single purchase from a local business, which then becomes a habit that then transforms into a lifestyle.
“This “local is lekker” lifestyle sustains livelihoods, bolsters the economy, and decreases economic pressures on breadwinners and society as a whole,” said Proudly South African.
The red carpet activation will also be broadcast on Parliament TV and Proudly SA’s social media channels, providing a national platform for South Africans to engage with the movement toward economic reformation and local empowerment, one purchase at a time. – SAnews.gov.za
