# Local Textile Campaigns The Love ZA Buy ZA Film Draws Attention to Native Designers By Jordy E | Published 2013-03-08 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/love-za-buy-za References: [missmoss.co.za](http://www.missmoss.co.za/2013/02/28/love-za-buy-za/) & [goodclothing.co.za](http://www.goodclothing.co.za) The [Love ZA Buy ZA](https://www.trendhunter.com/trends/elephant-family-usa) campaign draws attention to the importance of local Cape Town-based investment and manufacture. The fashion brand Good Clothing teamed up with the Mungo & Jemima boutique to produce the series which was delivered to viewers via a short film. Present in the film is an intricate textile production process. This is representative of the many locals who go about [domestic design](https://www.trendhunter.com/trends/african-fashion-futures-incubator) on a daily basis, providing direct references to the many textiles that are made primarily by hand in South Africa. According the description, Love ZA Buy ZA also aims to address a rampant loss of employment in recent years, "At least 80 000 jobs have been lost in the [local clothing and textile industry](https://www.trendhunter.com/trends/textile-excellence) over the past six years as companies continue to close their doors. We want to help change this." ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 8% | Activity: 33% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Local Textile Revival:** Opportunities for local textile businesses to find new markets and revitalize their industry through campaigns that bring attention to domestically-made products. - **Sustainable Fashion:** Campaigns such as Love ZA Buy ZA offer a platform to promote locally-made, sustainable fashion goods. - **Digital Storytelling for Fashion:** Producing short films, like Love ZA Buy ZA, can help fashion brands showcase their unique production processes and the stories behind their designs, ultimately creating a more personal and engaging experience for consumers. ### Sectors Adopting This - **Textile Manufacturing:** Textile manufacturers have an opportunity to market their locally-made, handcrafted products and connect with customers who want to support local businesses and sustainable fashion practices. - **Fashion Production:** Fashion businesses can use similar campaigns to Love ZA Buy ZA to tell their brand stories, and connect more intimately with their customers. - **Digital Marketing and Storytelling:** There is an opportunity for digital content companies and marketing strategists to help fashion businesses create visually-appealing and engaging campaigns that showcase their unique production processes and local fashion goods. ## Related on Trend Hunter - [AI-Generated Shopping Campaigns](https://www.trendhunter.com/trends/shopping-campaign.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md) - [Civic-Led Buy Local Campaigns](https://www.trendhunter.com/trends/love-local.md) - [Contemporary African Designs](https://www.trendhunter.com/trends/daily.md) - [Innovative Textile Exhibitions](https://www.trendhunter.com/trends/textile-production.md) - [Sustainable Turkish Textile Initiatives](https://www.trendhunter.com/trends/ilo-turkiye.md) - [Social Good Clothing Campaigns](https://www.trendhunter.com/trends/zigzag-and-the-salvation-army.md) - [Textile Fashion Exhibitions](https://www.trendhunter.com/trends/regeneration-fashion-from-the-ground-up.md) - [Elephant-Inspired Charitable Fashion Lines](https://www.trendhunter.com/trends/elephant-family-usa.md)