It’s a Bam world: SA designer named fashion laureate in 2022 project

SA designer Jacques Bam will be waving the national flag with pride in Paris, France for his brand The Bam Collective. As part of Share Africa's 2022 Africa Fashion Up programme, Bam is one of five African designers chosen to mentor young designers. As a laureate, this will include mentorship from high-end brands, including Balenciaga.

We spoke to Bam about the opportunity and what we can expect from him from the trip:

How do you feel about receiving the laureate?

I am incredibly excited, honoured and humbled. I have always wanted to be a fashion designer and a huge part of that dream revolved about the magic of fashion shows on international ramps. Being from South Africa, huge powerhouse fashion cities like Paris always feel so far out of reach.  I am deeply appreciative that I will have the opportunity to visit and show there — truly a dream come true.

How did this opportunity come about?

This will be the second edition of the Africa Fashion Up show. Last year, my friends and mentors, Natasha Jaume and Carina Louw from ERRE, showed at the first edition. They recommended me to Share Africa, the company organising the show, and they encouraged me to apply. I applied and found out through a surprise announcement on Instagram that I had been selected as one of the five laureates, all from different countries across Africa, with an invitation to show a collection in Paris on September 17.

You will get to experience life in Paris and training from Africa Fashion Up. What are you most excited to experience?

I am excited for every single part of it. I cannot wait to soak up every single second. Obviously, showing a collection is something to be super excited about, although it always tends to be a stressful process. I am also excited to get some international training. Paris has one of the most historical fashion legacies in the world, so there is no better place to learn. I am excited to receive business masterclasses from Balenciaga (truly blown away by this),  as well as marketing help from HEC [Paris business school] and potential meetings with Parisian brands and buyers. Of course, I will also make time to see the city. I need to make sure I get to see all the great locations.

What do you think of the state of fashion in SA, and what is needed?

I think South African fashion is in an excellent spot. We have so many great designers and options. Recently, there has been so much local as well as international interest in South African designers, which feels validating and exciting. As designers we have cemented ourselves locally and need some help to cater to all the international attention we are receiving, especially knowledge about trading across borders and international logistics. We are already seeing local brands bridging this gap, and I am excited to see even more.

Your brand has enjoyed success since your debut in 2018. What has been your highlight since then?

There are so many. Recently, behind the scenes, I started expanding my team in the studio; this has always been a milestone and I have been so happy to have achieved it. There are also many highlights that are more public — I am proud of all the collections we have showcased, in South Africa and in Mozambique and Milan, as well as the many local collaborations with companies such as MRP, Ford SA, Hisence and OPPO.

SA Fashion Week is coming up. What can we expect?

I will be showing the same collection in Paris and South Africa. In Paris we will show a condensed version with eight looks (planes can only carry so much luggage, lol), while in South Africa we will be showing the full 12 looks, so the shows go hand-in-hand to tell a full story.

In terms of what to expect — expect what we do best: loads of colour and exploration of silhouettes and unexpected details. As usual, the collection will have its signature print — this time we are collaborating with a printer in Cape Town. We will be doing some roller printing for the first time, using historical roller prints from our printer's archives.

Any chance we are going to see more accessories?

We always love to make fun accessories for our shows; it helps to communicate visually with our audience and leave room to get creative. I am a trained fashion designer but not a trained accessory designer, so getting our accessory designs ready for sale has been a slow labour of love, and a learning process.

Tips for how people can spice up their post-Covid summer closet? 

1. I'd love to see more colour in wardrobes. The world has been a dark and tragic place due to the pandemic, but I think we are ready to move on and be joyous again. What better way to do that than dressing our bodies in colour and joy?
2. Shop local: this is and always will be important. Local designs have boomed and shopping local is such a great option, not only for the purpose of supporting small business but because local design has become so beautiful and diverse — you will be hard-pressed to find any better.
3. It is also great to use what you have and just buy a few pieces if you need to. So much style lies in the way you choose to wear things and put an outfit together. Let's get innovative and try new combinations instead of getting stuck in the same old outfits — dig out those pieces in the back of your closet and find a cool, creative and unexpected way to wear them. On trend this season? Individuality.