Intimate Affair: A soirée à la Coco Chanel

Jackie Burger, former editor of ELLE SA and a fixture at fashion events, is launching a new venture, Salon 58, next month.

With her exuberant grace and elegance, Burger aims to reintroduce the 17th-century tradition of a rendezvous location for women - the salon.

"Salon 58 will meet once a month. I will host the event for women to be stylishly informed about the latest trends. I want to bring back the tradition of being well-dressed through the art of conversation," says Burger.

"The event will be experienced as a 'live magazine' in a curated space."

She says the idea was conceived three years ago during a trip to Paris when she had the opportunity to visit the apartment of legendary fashion icon Coco Chanel, who hosted soirées in her elegant space.

Burger is just the person to challenge fashion media norms, also having worked as an associate fashion editor at Fairlady, brand consultant at LeverPonds and curator for the Design Indaba.

"I've been in publishing for so long, so I am well-positioned to look at how fashion is presented in print media and as part of a social engagement. It's never one-on-one," she says.

Salon 58 sets out to create a three -dimensional conversation and a different way of referring to the fashion content of magazines.

''Every salon I host will have a theme and there'll be collaborations with other creative people.

"It's also about honouring creativity and revisiting the idea of being an artisan by looking at what goes into design," Burger says.

She says authenticity is paramount in today's fast-paced fashion industry.

"It's important for young people to find their own voice and point of view, especially in a world where the choices of fashion editors are seen as definitive," she says.

It is certainly past-paced and rather rebellious to start something intimate by revisiting grand fashion traditions and thinking about style differently.

• To book your place at an upcoming Soiree, visit www.salon58.co.za