Blue Train hosts SA fashionistas
With each turn of the wheels, this luxurious journey stitched together the soul of local creativity with the romance of train travel. Threading through the central business district past Hercules and Wonderboom to the veld, it came to a stop to hear more about the Proudly SA official buy local fashion and designers' campaign.
Proudly SA is an arm of the South African government, established to promote locally made products and services to boost the country's economy, create jobs, and support sustainable development.
Guests boarded the elegant locomotive at Pretoria Station, welcomed on a literal red carpet by Blue Train staff, adorned with broad smiles and bouquets of fresh proteas.
Among the guests were well-known designer Craig Jacobs, who founded the label Fundudzi by Craig Jacobs, a brand that focuses on telling the stories of South Africa through fabric and fashion.
The interior of the train, with its classic wooden compartments, corridors, and polished brass accents, exuded an old-world charm as it played host to an exhibition unlike any other.
In these vintage coaches, curated displays of fashion design lined the walls: from dramatic gowns to effortlessly stylish daywear, each piece was a love letter to South African talent.
The exhibits represented the work of the Local Fashion Police 2025 judges, a panel made up of some of the country's most influential fashion minds.
The Local Fashion Police is a flagship campaign initiated by Proudly SA, the national 'buy local' designed to champion South African-made fashion.
Happy MaKhumalo Ngidi, chief marketing officer of Proudly SA, beamed with pride as she addressed guests during a three-course meal in the old-fashioned dining rooms of the train. They were treated to a very modern menu, including vegan and vegetarian dishes.
'The Local Fashion Police campaign turns four this year! And for the first time, we have more brands and judges on board than ever before,' she shared. 'We felt nostalgic, but also incredibly proud that our local fashion industry is growing in leaps and bounds.'
This year's judging panel includes Tshepo Mohlala of TSHEBO Jeans, Asanda Madyibi, Londeka Buthelezi Ndaba of Malondie, Thandazani Nofingxana from ABANTU in AFRICA, and the Meko twins, Prince and Warren, founders of MADONSELA. Also among them is celebrated Cape Town-based designer Stephen van Eeden, whose studio specialises in bespoke bridal and evening wear.
'I am looking forward to dressing the individuals who win this competition,' said Van Eeden, who originally hails from Kathu in the Northern Cape. 'Globalisation is having an impact on our industry, but projects like these give hope not only to designers, but to everyone involved, from seamstresses to stylists.'
As the train chugged past landmarks like Wonderboom Station and the famed Wonderboom waterfall, the atmosphere on board was vibrant.
Laughter rang out over sparkling drinks while fashionistas and guests alike marvelled at the designs and each other's outfits.
For many, the highlight was the announcement of this year's Local Fashion Police competition.
South Africans are invited to share photos or videos of themselves wearing locally designed fashion pieces by using hashtags like #LocalFashionPolice2025, #FashionableBanking, and #LovedHereMadeHere, and tagging Proudly SA and African Bank.
Entrants stand a chance to win R50 000 worth of locally designed clothes and a place on the runway at the end of the competition in a custom outfit made by one of the featured designers.
'Local fashion is amazing,' said Ngidi. 'There used to be a perception that South African fashion was inferior, but consumers are getting wiser. In our last few competitions, we have seen entries grow from just 100 entrants four years ago. Now we are seeing thousands of entrants. And this year, we will have seven lucky winners, each walking the catwalk in a unique design.'
Ouma Tema, a designer behind the well-known plus-size fashion label PlusFab based in Pretoria, a guest and long-time advocate of local brands, added: 'Supporting local fashion is an act of patriotism. South African products are of high quality. We can compete globally. Plus, every purchase of local fashion means jobs for our people and a stronger economy. And we all get to look gorgeous too!'
The campaign has become more than just a contest but a sustainable project, one that speaks to resilience, creativity, and a fierce pride in homegrown talent.
'These are not only just red carpet pieces,' said Ngidi. 'Our designers create for the everyday South African from the classic to the bold, the conservative to the cutting-edge.'
As the sun dipped behind the trees and the train came to a gentle halt, one could still hear in one's head the whisper of the train on the tracks echoing through the bush, calling all South Africans to wear their fashion identity with pride.
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