By Neo Kolane
Lesotho Fashion Week (LSFW) is looking for ambassadors who will promote its brand forward locally and internationally by giving it a face, using their strong personalities.
Lesotho Fashion Week is the high profile business to business marketing platform for fashion, footwear, accessory and jewellery in Lesotho.
By acting as the optimal platform for a designer to start, develop and grow their business, LSFW promotes showcasing designers to the media, retail buyers and their clients both in Africa and internationally.
LSFW is a fashion platform that is committed to promote the kingdom and the African fashion industry by bringing together buyers, consumers and the media to view the current collections of designers at a three-day event in the fashion show in Maseru.
As a leading fashion event on the African fashion calendar, Lesotho Fashion Week leads the way with initiatives that support, strengthens and develop the fashion industry. It also provides a physical platform that is gradually repositioning fashion as a useful tool for commerce and creativity in Lesotho.
In an interview with theReporter this week, one of the brand ambassadors, Jeremiah Jabavu, said the ambassadors will have to post about LSFW with high quality, professional content at least once a week.
Jeremiah said the brand will supply free merchandise, be enthusiastic and energetic while also being, intelligent.
He added that the ambassadors should be social media savvy and not be afraid to be captured on camera. They should also be willing to join the planning team behind the scenes to manage event logistics.
He explained that the benefits of being an ambassador include receiving free products from LSFW and the global partners and sponsors.
The ambassador will attend all LSWF and affiliated events as a VIP guest and be automatically booked as a runway model or red carpet presenter at all events.
They will also participate in paid campaigns and television adverts in four times in a year. These will be launched by LSFW and international partners and sponsors.
“Our brand ambassadors are hired on a fixed term basis. The current ambassadors have signed a one-year contract, which is due to expire end of August 2022.
“Their contracts are currently under review and will be extended based on past and current performance. It is important to renew brand ambassadors on a regular basis in order to gain access to different audiences that we do not currently have access to.
“This helps LSFW and the designers we work and tap into new markets,” Jeremiah said.
He also mentioned that the brand is looking into three categories; Lesotho, African and globally based events that will sell their collections globally.
“Some of our existing brand ambassadors have become household public names, even celebrities in their own rights with personal values.
“Since joining our organisation, some of their main achievements are becoming brand ambassadors for Jet and featured on a Standard Lesotho Bank billboards.
They have also appeared in more than five local newspapers, four radio stations and Glamour magazine and that has grown LSFW brand by giving it access to an extended and well established on-line following.
The ambassadors have also become television presenters for Fashion Corner, red carpet presenters at Unscripted Fashion Show that is arranged by Sothokids Culture.
The have become judges at Miss Teen Lesotho 2021 and award presenters at Lesotho Gospel Music Awards 2022 while also featuring as masters of ceremonies at various fashion and lifestyle events in the country.
For now, it is the only platform in Lesotho where top local and international fashion designers present their new collections in front of the fashion press, retail buyers, celebrities and others with influence in the fashion world.
The ambassador should be 18 and above and follow @lesothofashionweek on Instagram and on Facebook with minimum of 5,000 active followers on Instagram, and a well-established online presence, either on YouTube or TikTok or Facebook.
