Sri Lanka Design Festival 2009:

Showcasing fashion-educated young designers

Jayanthi Liyanage

Young men and women clad in T-shirts, stating ‘Make your fashion wear a fair wear’ prepared the ground for the press conference on Sri Lanka Design Festival (SLDF) 2009, held in Colombo on November 27.

SLDF is a blend of artistic, principled and imaginative fashion shows, conferences, design exhibitions and workshops, scheduled from November 27 to December 5. To check the venues, please log on to website: www.srilankadesignfestival.com.

Developed around the three key principles ‘Design without Limits’, ‘Garments without Guilt’ and ‘Ideas without Boundaries’, Sri Lanka is ready to launch its International Design Movement to showcase its fashion-educated young designers. They have been inspired by the country’s art and crafts legacy and its distinguished manufacturing power. Sri Lanka has positioned itself as a consistent supplier of superbly manufactured garments at competitive prices, founded on ethical and conscientious manufacturing.

SLDF is designed and organized by the Academy of Design, aiming at global recognition and opportunities for creative Sri Lankan art and design, based on its fascinating craft heritage and its manufacturing industry. SLDF is both a cultural and commercial event, supported by the international design industry, top businesses and the Sri Lankan Government, trying to connect the country’s creative culture with a specifically invited global audience.

Key opinion leaders, designers and buyers from the international world of fashion and design will take part in SLDF. Fashion shows will platform international designers who are designing collections based on Sri Lankan textiles and crafts. The festival will highlight the local fashion manufacturing industry showing its advancement from a manufacturing industry to a knowledge-based, sustainable and principled creative trade and a green industry.

‘Crafts in Fashion’ show held in Colombo on November 27 showcased Maruthamunai handloom weavers, Batticaloa weavers, Dumbara weavers and Galle Beeralu Lace weavers. Pictures by Saman Sri Wedage

Linda Speldewinde, founder of SLDF and Managing Director, Academy of Design, thanked the Minister of Industrial Development Kumar Welgama and Industrial Development Ministry Secretary R.V.D. Piyathilake, both of whom were present at the press conference, for the government support extended to developing the festival. ‘Piyathilake played a key role in promoting the public-private partnership to bring SLDF together,’ she noted. She also thanked Export Development and Internal Trade Minister Prof. G.L. Peiris, Export Development Board (EDB) Chairman Anil Koswatte and Tourism Minister Faizer Musthapha, all of whom not present on the occasion, and foreign delegates arriving for SLDF.

Speaking at the press conference, Brandix CEO Ashroff Omar said that in per capita, Brandix topped the world in apparel export to two US and European markets. The British Council Sri Lanka Director Gill Westaway, clad in Sari, spoke of the role of the British Council in initiating the SLDF project and in grooming creative entrepreneurs. The National Winner of 2010 Young Fashion Entrepreneur Award will be announced in February, she said.

‘Our apparel sector is a very important sector comprising 42 percent of the country’s exports and bringing a turnover of US $ 3.2 billion,’ said EDB Director-General Sujatha Weerakoon. ‘We should turn it to a creative industry.’ Industrial Development Minister Kumar Welgama hoped that the local apparel industry will be able to achieve its five billion US dollar target.

Responding to media queries, Speldewinde explained that Sri Lanka is taking its first step in fashion design. It was only a couple of years ago that Moratuwa University began its Fashion Design program. The Academy of Design was the first private sector institute to commence a fashion design course. We still have a very few professional fashion designers. There is so much scope in the industry “for fashion journalists, photographers, entrepreneurs and other fashion-oriented careers, she pointed out.

Industries Ministry Advisory Committee Chairman Rohantha Athukorala led the press conference with Moratuwa University Vice Chancellor Prof. Malik Ranasinghe, the UK-wide Creative and Cultural Skills Founding Chief Executive Tom Bewick, the UK-based Sunday Times Style fashion writer and Fashion Fringe Founding Creative Director Colin McDowell and Sri Lanka Apparel Industry Chairman A. Sukumaran contributing their views.

The year 2009 is particularly designated for promulgating Fashion Design, with SLDF giving distinction to other sectors of Crafts, Graphic Design, Interior Design and Jewellery Design for a total depiction of Sri Lankan Design. Goethe Institute, Barefoot, University of Moratuwa, National Crafts Council, National Design Centre and National Apprentice and Industrial Training Authority (NAITA) have organized a series of events, exhibitions and workshops in collaboration with SLDF.

November 30 - Academy of Design and Moratuwa University Graduate Fashion Show at Mount Lavinia Hotel. December1- Exhibition of Academy of Design Graduate work in Graphic Design, Interior Design, Fashion Design and Jewellery Design at Park Street Warehouse.

December 3 onwards - Moratuwa University Graduate exhibition at the British Council.

The Key Stakeholders of SLDF are the Industrial Development Ministry, the EDB and the Joint Apparel Forum, with the main sponsor being Brandix. The Knowledge Partner is the British Council.