Paris syndrome: while it’s often referred to as a psychological disorder; we’ve coined a new meaning for the maddening craze that is Parisian haute couture. Paris syndrome is sweeping the streets of South African fashion again; and we’re beginning to wonder what happened.
Where, once, our runways and red carpets were sprinkled with amazing African design; there seems to be a bit of a backward step in what our designers are doing with South African style. Unfortunately, we can’t blame them.
The pressure of remaining relevant to international standards has made it increasingly difficult for (South) African designers to keep up, and at some point, their designs become “too African” and begin to cross the line where chic ends and rural begins. Our recent Mercedes Benz Fashion Week was a perfect example of the regression to All-Things-Europe-No-Things-Us design.
So, what’s the real problem with Paris, and why would we always rather hit the streets of Jozi for divine fashion intervention?
Picture this. There’s a woman sitting in a Parisian café somewhere, eating the finest macaroons with her deep rouge L’Oreal lips, Prada pencil skirt, square heels and Marc Jacobs tapered blouse. So, she looks gorgeous – what’s the problem? There’s another woman in the chocolatier across the street who looks exactly the same. And while they both look gorgeous, will you ever remember these women? Probably not.
Now, if you take a look at the girl walking down Juta street in Braamfontein in a nylon button up and brown leather high waist miniskirt matching her turban; you can look anywhere else in Braam and you’re not going to see her outfit again. Why? Joburg street fashion values the individual’s as opposed to how much he/she can afford to pay in a Louis Vuitton store. Nobody cares about what expensive piece you bought; it’s about how you make it look like it was made for you.
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