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#6 Erica de Greef - on Vogue Business’ accolade as one of 100 global fashion ‘agitators’, using African fashion as a decolonial tool, re-imagining Western 1960s dresses and Africa’s ‘folded’ fashion

04 March 2024

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1 Guest Bio
2 Episode Description
3 Show Notes
4 Time Stamps 
5 Transcript

1 Guest Bio

Erica de Greef is a prominent figure in the realm of fashion curation and research.

Having dedicated years to the exploration and preservation of Africa's rich sartorial legacy, Erica is celebrated for her groundbreaking work in uncovering untold stories and shedding light on often overlooked aspects of the fashion history. Her research transcends mere garments, delving into the societal, economic and political dimensions that shape Africa's fashion landscape.

As a curator, Erica de Greef orchestrates exhibitions that not only showcase the aesthetic brilliance of African fashion but also challenge perceptions and provoke thought on issues of identity, representation and globalization. Through exhibitions, digital media and scholarly publications, she strives to foster a deeper understanding of and appreciation for the diverse tapestry of African fashion, both past and present.

Erica lectured for 14 years at LISOF School of Fashion (now Stadio School of Fashion), with two years as Head of Department. There she interrogated and overhauled the fashion curricula and promoted critical fashion knowledge with a strong local content, enabling the development of projects of research and display that engaged with notions of fashion, history, society and identity. Many of her students moved on to become celebrated South African designers, including Wanda Lephoto, Thebe Magugu, Rich Mnisi and Ella Buter (Superella).

In 2019 Erica co-founded the African Fashion Research Institute (AFRI) with partner Lesiba Mabitsela. The institute ‘shares the work of local and global African fashion pioneers, academics, makers, thinkers, students, critics and leaders through fashion-driven decolonial research projects and digital platforms’. Their focus is on 'rewriting fashion histories that speak to afro-centric ways of wearing, knowing, making, and styling, often absent in fashion books, exhibitions, and imaginations’. One of their notable current projects is the creation of a glossary of terms for African fashion, under the umbrella concept of ‘The Fold’ - inspired by the fact that a lot of African fashion involves the folding of textiles in unique ways in different countries across the continent, and the notion that a folded material has an intrinsic characteristic of potentially hiding something in its folds.

After successfully completing a Masters in Fine Arts at the University of Witwatersrand (2011), Erica completed a Post-Graduate Diploma in Higher Education at the University of Cape Town (2013), both with distinction. She holds a PhD from the Centre for African Studies from the University of Cape Town which posits how absences in local museum fashion/dress collections could be redressed through a digital (both film and the internet) reimagining in contemporary curation. 

2 Episode Description

In 2023, Vogue Business named Erica de Greef and African Fashion Research Institute (AFRI) co-founder Lesiba Mabitsela as part of a group of 100 ‘next-gen entrepreneurs and agitators’ in the global fashion world, ready to overhaul the current system and show us a different future.

In this episode, we unpack why Vogue gave them that accolade, how Erica sees fashion as a decolonising tool, what different stories need to be told (and how a different approach to fashion can tell those), what to do with white colonial clothes collections buried inside South African and other museums, and how a single archived dress can be re-imagined to fill the gaps in African fashion history.

Erica discusses the evolution of African fashion, from being marginalized to gaining global recognition and challenging the traditional narratives within the fashion industry. The conversation covers various topics including the redefinition of African fashion, the importance of acknowledging fashion as a cultural expression beyond Western influences, the journey and role of AFRI in shaping new fashion narratives, and the personal experiences that have influenced Erica’s approach to fashion research and education.

Erica explains why the words ‘Africa’ and ‘Fashion’ were never placed together as a phrase in the past and also explains why the term ‘slow fashion’ might not be the most suitable, or chosen, term for fashion in Africa.

It is only in the last twenty years or so that South Africa started to develop its own local fashion brands, and in this episode Erica reveals the part she played in that development.

For those wishing to understand the past erasure of African fashion and its relegation to ethnographic museums - and the work being done to change that - this episode is for you.

3 Show Notes

00:46 ‘The Devil wears Prada’ - lumpy blue sweater scene

01:27 The African Fashion Research Institute (AFRI)

01:33 The Vogue Business 100 Innovators: Next-gen entrepreneurs and agitators

02:52 Lesiba Mabitsela

12:53 The identity politics of wax print. - a fascinating insight into Dutch wax print’s political history. And what looks like a fantastic film, here's the trailer for the Wax Print film

13:53 LISOF is now known as Stadio Higher Education

17:23 Malick Sidibé (1936-2016) was a Malian photographer who was noted for his black-and-white studies of popular culture in the 1960s in Bamako, Mali. The Archive of Malian Photography hosts 14,309 scanned negatives and corresponding metadata from the archives of Malick Sidibé. This figure represents about 10% of his complete archive.

17:24 James Barnor is a Ghanain photographer. His quote on his foundation's website is probably more relevant now than it ever was: ‘I came across a magazine with an inscription that said, “A civilization flourishes when men plant trees under which they themselves never sit.” But it’s not only plants – putting something in somebody’s life, a young person’s life, is the same as planting a tree that you will not cut and sell. That has helped me a lot in my work. Sometimes the more you give, the more you get. That’s why I’m still going at 90!’

18:40 Technically Model C schools don't exist as a separate category but the term was used to denote a former whites only school that is government-funded, however they are administered and largely funded by the parent body.

19:00 SA Fashion Week first began in 1997 by Lucilla Booyzen. Download its 21 years of SA Fashion Week booklet. From the intro: 'In August 1997, in a purpose-designed white marquee in what is now Mandela Square, the heart of Johannesburg’s high-powered new commercial hub, South African Fashion Week rolled out the black carpet and announced itself open for business.'

20:03 Wanda Lephoto 'explores a notion of luxury dress merging African cultures, traditions, identities and approaches with global nuances to form new propositions for representation'.

20:06 Rich Mnisi is 'a contemporary, multi-disciplinary brand based in Johannesburg, South Africa, founded by Mnisi in 2015'.

20:08 Thebe Magugu is 'a luxury South African brand'. Worth a watch at the bottom of his home page: a short doccie, 'Discard Theory'' which he filmed of Dunusa, the street in downtown Joburg where dumped clothes from the U.S. and Europe are sold for a song.

20:10 Superella is run by self-defined 'clothes maker' (not fashion designer) Ella Buter and sells 'easy, free and comfortable layers. Quality clothes that last for years and years. Small production runs. Using the very best natural fabrics'

20:14 Roman Handt is 'a fashion designer / textile scientist'

22:56 Drum magazine was established in the 1950s and 'became an important platform for a new generation of writers and photographers who changed the way Black people were represented in society'.

22:57 Stoned Cherrie began in 2000 and became one of South Africa's most award-winning designer brands, through the use of bespoke textiles and t-shirts emblazoned with political and cultural South African icons

23:06 Black Coffee is the label of South African designer Jacques van der Watt and was founded in 1998

23:51 loxion kulca (a hybrid slang term for location (township) + culture) is a South African streetwear brand co-founded by Wandi Nzimande (who died of COVID in 2021 ) and Sechaba Mogale

24:32 The Space is a retail and online store that sells garments by well-known and lesser known South African designers. They are 'all about local fashion and accessories created by African designers, locally made and distributed'.

24:39 YDE is the Young Designers Emporium, a retailer providing emerging South African designers with an established platform to sell

25:06 Fashion Cities Africa was an exhibition held in Brighton Museum, England, from 30 April 2016 to January 2017. It was 'the first major UK exhibition dedicated to contemporary African fashion'.

25:42 Erica de Greef's PhD thesis 'Sartorial Disruptions'

27:05 Edward Enninful stepped down as British Vogue's editor-in-chief in February 2024 but will stay on at Condé Nast to become Vogue’s global creative and cultural adviser.

28:30 Iziko Museums of South Africa was formed in 1999 and now operates 11 national museums , a planetarium, the social history centre, 3 subject specific libraries and the SAS Somerset, a boom defence

ship. It is the oldest museum in southern Africa, and together, all affiliated museums contain about 2.26 million artefacts.

30:27 An ibheshu (an apron covering the buttocks) is made of calf skin and is knee length for young men and calf length for older men

31:36 Mode Museum, MoMu, is Antwerps's fashion museum founded in 2002. + ‘Beyond Desire’ was an exhibition that ran from February to August 2005 and examined the way in which African and Western cultures influenced each other

32:42 History of Museum Africa

34:00 The Bernberg Museum of costume was situated on Jan Smuts Avenu near the Johannesburg Zoo. It was demolished to make way for the Johannesburg Holocaust and Genocide Centre

35:22 The Sartists are a 'multidisciplinary collective made up of Andile Buka, Kabelo Kungwane, Wanda Lephoto and Xzavier Zulu who are seeking to challenge insular notions about blackness with a documentary approach to style and identity'.

35:34 Santu Mofokeng (1956 - 2020) was a prolific and well-known news and documentary photographer. The Black Photo Album was a collection of private photographs commissioned by urban black working- and middle-class families between 1890 and 1950. In this work, Mofokeng analyses the sensibilities, aspirations and self-image of the black population and its desire for representation and social recognition in times of colonial rule and suppression.

38:21 Rhodes Must Fall. Rhodes Must Fall is a protest movement that began on 9 March 2015, originally directed against a statue of British Imperialist Cecil Rhodes at the University of Cape Town in South Africa. The campaign for the statue's removal received global attention and led to a wider movement to decolonise education, by inspiring the emergence of allied student movements at other universities across the world.

39:46 Nelson Mandela's sartorial choices, including a photo of him in the beaded collar (and what few people know: a bedspread draped across his torso - he was in hiding, with nothing else at hand)

40:02 Winnie Mandela - photo of Winnie during the Rivonia Trial, in a black dress with the same beaded collar worn by Nelson Mandela as described in the photo above.

40:13 Iconic photo of a young Miriam Makeba on front cover of Drum magazine, by Jürgen Schadeberg

41:35 Zeitz Mocaa : 21 years: Making Histories with South African Fashion Week

42:02 Curating fashion as decolonial practice: MBlaselo and a Politics of Remembering, Erica de Greef

48:01 The International Fashion Showcase 2019

48:52 Ami Doshi Shah, Kenya

48:56 Cedric Mizero, Rwanda

53:01 The Fold Glossary

53:42 Bark cloth

54:51 Isidwaba

55:54 History of the Iqhiya

01:01:01 The Global Fashioning Assembly

01:02:56 Rolando Vasquez

4 Time Stamps

00:00 Introduction to African Fashion

00:45 The Influence of Western Fashion

01:22 Interview with Erica de Greef

02:05 Erica's Journey into Fashion

05:46 The Role of Fashion in Apartheid South Africa

06:53 The Binary of Fashion and Dress

08:52 Erica's Early Life and Fashion Journey

10:14 The Evolution of African Fashion

12:02 The Impact of Fashion on Society

14:39 The Role of Museums in Fashion History

15:44 The Challenges of African Fashion in Museums

17:54 The Future of African Fashion

38:39 The Power of Clothing in Telling Stories and Fostering Inclusivity

38:57 Exploring How to Re-imagine Nelson Mandela's Lost Wardrobe

39:51 The Lost Fashion of Winnie Mandela and Miriam Makeba

41:30 The Future of Fashion Exhibitions

42:48 The Role of Museums in the Digital Age

46:21 The Journey of the African Fashion Research Institute

48:27 The Power of Digital Exhibitions

50:05 The Fold: A New Perspective on African Fashion

56:47 Slow Fashion

01:01:36 The Future of the Global Fashioning Assembly

01:06:38 Conclusion: The Need for Healing through Fashion

5 Transcript




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