Craig Jacobs makes a triumphant return to Cape Town Fashion Week after 14 years
Cape Town - Celebrating two decades of innovative fashion, renowned designer and creative influencer Craig Jacobs is set to return to the Cape Town Fashion Week (CTFW) after a remarkable 14-year absence.
As his label, Fundudzi by Craig Jacobs, marks its illustrious 20th anniversary, Jacobs will showcase his latest collection at CTFW: The Edit Spring Summer 24, presented by Africa Fashion International today at the Hollywoodbets Kenilworth Racecourse.
Jacobs expressed his excitement about this comeback, sharing insights on his collection, which he described as “about simplicity, intention, and meaning.” Emphasising a reductive exploration of identity, he aims to reflect on who we are, where we've come from, and where we are headed.
“There's strength in quiet, thoughtful storytelling,” he adds, hoping to capture the spirit of introspection through his designs.
Interestingly, a career in fashion was not part of Jacobs' original design.
“It happened purely by chance,” noting that his extensive experience as a journalist at fashion events sparked a sudden epiphany: "I could do this."
An encounter with accomplished designer Pumla Ngxekana paved the way for the launch of Fundudzi in November 2004. While Ngxekana eventually ventured into her own label, Jacobs remained committed to Fundudzi, guiding its evolution over the years.
Fundudzi, a name that references a sacred lake of the vhaVenda people, encapsulates Jacobs’ passion for storytelling rooted in African culture.
Jacobs revealed, “At its core, Fundudzi has always been about storytelling; it encourages people to view the world differently and inspires change in themselves and the world around them.”
Over the past two decades, the brand has demonstrated significant growth, transitioning from a couture label to offering menswear and bespoke services that cater to all gender identities.
Jacobs, who integrates his background in media and sociology into his fashion philosophy, has witnessed the landscape of fashion evolve dramatically, particularly around sustainability.
“Environmental awareness has been ingrained in me since childhood,” he explained, highlighting how his mother’s commitment to eco-conscious living shaped his values. Jacobs faced the challenges of the fast fashion industry head-on, pushing for thoughtful consumption rather than fleeting trends. His latest collection adopts a zero-waste approach, incorporating environmentally friendly materials such as hemp, bamboo, and African-produced cotton.
Reflecting on the state of contemporary fashion, Jacobs shares his reservations about the prevalent sustainability narrative, expressing a hope that it transcends being a mere trend.
“What is more necessary is to encourage people to buy less and buy more thoughtfully,” he asserted. His predictions for 2024’s fashion trends indicate a shift away from meme-inspired designs towards a more nuanced, quieter aesthetic.
The spotlight is now set on Jacobs as he presents his creations at CTFW: The Edit Spring Summer 24, along with esteemed fellow designers Gavin Rajah and Craig Port.