ERRE Fashion takes African designs to the world

South Africa’s ERRE Fashion, founded by former fashion lecturers, is set to make a significant mark on the international fashion scene as they gear up to showcase African designs and silhouettes at the prestigious Paris Fashion Week. The dynamic duo behind ERRE Fashion, Carina Louw, has seen their brand gain recognition from notable entities like Share Africa and renowned brands such as Gucci and Alexander McQueen, which are under the umbrella of the luxury conglomerate Kering. During an interview with CNBC Africa, Carina Louw discussed the journey of ERRE Fashion, from its inception in 2013 to the present day, highlighting the challenges and triumphs that have shaped their path to success. Louw revealed that the brand’s entry into the fashion industry was marked by the launch of their debut collection at the SA Fashion Week runway, a momentous occasion that propelled ERRE Fashion into the spotlight within the South African market. Reflecting on the past eight years, Louw emphasized the importance of passion in the fashion industry, acknowledging the unwavering support of their loyal clientele as a driving force behind their continued growth and success. The global fashion landscape has faced unprecedented challenges due to the ongoing pandemic, with a shift towards loungewear and work-from-home attire reshaping consumer preferences. Despite the adversities brought about by the pandemic, ERRE Fashion navigated the crisis by adapting their business model to meet the evolving needs of consumers, including producing scrubs for healthcare workers and expanding their online presence to reach a wider audience. As the fashion industry continues to evolve, Louw underscored the potential for African designers to carve out a more significant space within the global market. While the global fashion industry is valued at approximately $520 billion, Africa’s fashion sector represents a mere fraction of this figure, with a worth of $31 million as reported by the African Development Bank. Louw emphasized the importance of collaboration among South African designers to bolster the local fashion economy, citing the opportunity to leverage the country’s expertise in mohair production as a catalyst for growth. By fostering partnerships and investing in the manufacturing and textile sectors, African designers can position themselves to compete on a global scale and contribute to the expansion of the fashion industry on the continent. Despite the immense potential within the African fashion landscape, challenges persist in the form of policy and regulatory barriers that hinder the growth of small businesses in the sector. Louw called for a renewed focus on developing policies that support local manufacturers and encourage entrepreneurial ventures in the fashion industry. With a vision for a more inclusive and supportive environment for emerging designers, Louw urged for increased investment in the textile and manufacturing sectors to elevate South Africa’s position as a hub for innovation and creativity in fashion. As ERRE Fashion prepares to make their mark on the international stage, Carina Louw’s insights shed light on the opportunities and obstacles facing African designers as they seek to make their mark in the global fashion arena.