Sport and Recreation South Africa (SRSA) in partnership with Department: Arts & Culture recently announced the inaugural South African fashion showcase to take place during the London 2012 Summer Olympics. The Queen Elizabeth Hall on London’s South Bank will open its doors on 4 August 2012 to showcase the work of 9 South African designers.

The showcase, part of a concept known as Ekhaya has been developed to inspire the world to visit South Africa and experience the culture of Ubuntu. Ekhaya in London will be situated on London’s South Bank and will be operational daily from 8am during the Olympic and Paralympic Games. Ekhaya will offer a variety of events including events on South Africa’s heritage, tourism, arts and culture including amongst other, a fashion show, musical performances, provincial exhibitions, and premier South African brands operating in the UK.

“Ekhaya”, a Zulu word meaning ‘home’ or ‘my home’ is an exhibition and hospitality centre serving as a home away from home for South Africans, South African athletes and guests during the 2012 London Olympic Games. The Sport and Recreation South Africa (SRSA) initiated the Ekhaya concept at the 2000 Commonwealth Games with the aim of promoting South Africa, providing a support centre for South African athletes and other South Africans attending the event and also providing an opportunity for South Africans living abroad to be part of the South African experience.

The narrative based showcase will feature designers from diverse backgrounds: story telling expressed through the medium of fashion. SRSA have over recent months carefully selected designers from across South Africa, promoting social solidarity and common citizenship. Designers will showcase in true rainbow nation style: collections will feature traditional, ethnic, bridal, avant garde, classic and contemporary fashion using a plethora of fabrics and techniques.

The theme of the showcase will widely cover South Africa’s colourful history, with a fusion of colonial, rural, urban and the new South Africa. Featured designers are Clinton Lotter, Craig Jacobs, MosewaMosa, Rubicon, Naked Ape, PalseHomme, Sibu Msimang, Gugulam and Suzaan Heyns. Each collection is set to cover a specific narrative, accompanied by iconic South African music by legends.

The Ekhaya exhibition partners include: Departments of Arts and Culture, Department of Trade and Industry, KwaZulu-Natal, Northern Cape and Free State Provinces and Brand South Africa and this showcase will be live streamed at http://www.shinestream.tv/ekhaya