Integrated agency Stratitude has been appointed by African Fashion International (AFI) as their PR partner for Mercedes-Benz Fashion Week Joburg 2016 (MBFWJ). The glamorous and highly anticipated event is taking place from the 10th – 13th August at Nelson Mandela Square, Sandton City.

AFI, a leading fashion and lifestyle company, owns and operates the premier fashion week platforms Mercedes-Benz Fashion Week Joburg and Mercedes-Benz Fashion Week Cape Town, both sponsored by Mercedes-Benz South Africa, as well as the incubator programme, FastrackTM, which launches young college graduates into mainstream fashion. This year promises to be bigger, with some exciting and significant changes taking place. This will be the launch of the first Spring/Summer collection, after AFI realigned its fashion calendar, and for the very first time the show will feature high profile designers and models from across Africa.

“We’re absolutely thrilled to have won this account,” says Sylvia Schutte, managing director at Stratitude. “We can’t wait to roll up our sleeves and get stuck into this project as it allows us to work with the brilliant team at AFI. In addition, we get to work closely with an impressive selection of local and African designers, established and emerging models, committed sponsors and the media.”

Stratitude will be managing media relations, partnerships, hospitality, and the media centre at Nelson Mandela Square, amongst other things. The agency is looking beyond traditional communication platforms and will introduce new channels to MBFWJ, including a digital aspect as well as bloggers, vloggers and street style photographers.

“We were impressed by Stratitude’s strong PR offering and the fact that their fresh approach matches our own thinking,” says Sizwe Nzimande, AFI group marketing manager. “AFI is introducing new elements into this year’s MBFWJ and we believe that through this collaboration, Stratitude will help us make it the most successful event to date.”

This fashion spectacular features some of the continent’s most acclaimed designers and recognised models, whilst also showcasing the brightest, upcoming African fashion talent. The world’s spotlight will be on the MBFWJ catwalk as it dictates the local trends for the coming seasons.

“Stratitude handles the PR for The Threaded Man, Africa’s largest fashion and lifestyle portal, and this gives us huge insight into the industry. We’ll also be consulting with the influential creative director Siya Beyile, who has the passionate and experience to help us pull off a fabulous event.”