Can you hear the soft whistle of a locomotive calling out to you? Or the wind gently rustling through the trees, trying to get a message across?

Do you feel the crispness of the air as the winter season prepares to hand over the baton to spring? The wheels are turning, and the smokestack is chuffing, round the hills and valleys of South Africa, vying to get our attention! 

The Local Fashion Police campaign turns five this year! Which is why we’ve been feeling a little nostalgic here at Proudly South African because the R-CTFL sector campaign we hold so dear to our hearts is growing in leaps and bounds. For the first time since its inception, we will have 7 brands and 9 judges, yes, that is almost twice the number of the most stylish design minds we’ve had since 2021. 

Local fashion is evolving at a rapid pace, but at the same time, we need to hold space for the inspiration which started it all. And as the famous saying goes, like sand through the hourglass, so are the days of our lives. And this perfectly blends our selection of judges this year, as they each speak to different elements of the fashion industry and our yesteryears as a country. 

And the judges for the 2025 edition of the Local Fashion Police are Tshepo Mohlala, founder of Tshepo Jeans; Asanda Madyibi, The Khosi Nkosi fashion house, co-founded by Nobukhosi “Khosi” Mukwevho and Thabo Mukwevho; Londeka Buthelezi Ndaba, founder of Malondie; Stephen Van Eeden of Stephen Van Eeden Atelier; Thandazani Nofingxana of ABANTU in AFRICA; and Prince & Warren Meko, also known as the Meko twins, who are the founders of the brand MADONSELA.

In the wise words of the late great Ricky Rick; “Sidla ukotin” and these 7 local brands, will tell a story of the evolution and our love for local fashion. Through the ages, leather has been a staple in the South African home, whether it be a belt, a jacket, or a set of couches, and the MADONSELA brand celebrates leather in a way only South Africans can. Jeans are a staple in every wardrobe, and the beloved Tshepo Jeans brand, made for us by us, is the perfect addition to any outfit. This year, we decided to go bigger and better in partnership with African Bank and FP&M SETA because representation matters. Our designers aren’t limited to only red carpet looks, but day-to-day looks for the conservative right up to the fashion-forward fashionistas. So, in our fifth year of the campaign, as we clink our glasses in celebration of local fashion, we ask that it becomes as easy as breathing to choose a local brand when you can. 

Another first we celebrated is the Local Fashion Police 2025 Media Launch on the majestic Blue Train – yes, we first had a fashion show on a plane, and now we launch on a train! But it isn’t just any train; it’s better known as the window to the soul of Africa. It is one of the most luxurious train journeys in the world, and what better way to exhibit some of the best local fashion and design Mzansi has to offer than on a locomotive which represents the culture and luxury of our beloved country. Our media guests and stakeholders were spoilt for choice from the luxurious five-star “hotel-on-wheels”, the drinks from Brutal Fruit, CCBSA and the amazing threads on display from some of our bespoke designers.

To all local fashion lovers, The Proudly South African Local Fashion police have issued a warrant of arrest for everyone who has been found guilty of wearing & supporting locally designed and manufactured clothing! The reward is R50 000 worth in local fashion and the chance to walk the runway in an original design from one of the 7 local brands that are part of the campaign. To enter the competition, consumers are encouraged to post a picture or video of themselves wearing their favourite local fashion piece. Entrants must display the origin of the garment to confirm that it is indeed locally made. Use the hashtags: #LocalFashionPolice2025 #fashionablebanking and #LovedHereMadeHere and tag Proudly SA and African Bank to qualify.

Let’s celebrate local fashion in style, show us and our judges how you rock local!

Join the conversation and show your support for local fashion! Follow Proudly South African on X, Instagram, Facebook, LinkedIn, Tik Tok and YouTube using the hashtags #LocalFashionPolice2025 #fashionablebanking and #LovedHereMadeHere.