The highly anticipated 4Real Fashion Festival, originally scheduled for July 6, 2024, in Juba, South Sudan, has been postponed, leaving fashion enthusiasts, participants, and the general public in a state of disappointment and confusion. The announcement came as a shock to many, especially considering the extensive preparations and investments made by various stakeholders in the event.

 What is behind the postponement of the 4Real Fashion Festival 2024 in Juba

In a press release, Mr. Bior, the coordinator of the event and CEO and Founder of the 4Real Fashion Festival, stated, "Due to unforeseen circumstances that would significantly affect the quality and safety of the festival, we have made the difficult decision to postpone the event. We understand the immense excitement from fashion enthusiasts, participants, and the general public, and we share in your disappointment."

[PHOTO: Mr. Bior, the coordinator of the event, CEO and Founder of the 4Real Fashion Festival]

ALSO READ: CELEBRATING THE VIBRANT OF AFRICAN FASHION IN JUBA: THE 4REAL FASHION FESTIVAL 2024

The organizers held a brief press conference on July 6, 2024, to share the news with media and journalists. The press release further elaborated, "Our team is currently working diligently to address these issues and ensure that the 4Real Fashion Festival, when it does occur, will exceed all expectations and provide a memorable experience for all attendees. A new date for the festival will be announced as soon as possible."

The postponement has had a significant impact on various stakeholders, particularly the fashion designers and models who had invested considerable time, effort, and resources in preparation for the event.

One fashion designer, speaking in the email to RCFS's MEDIA, expressed their frustration: "Look, fashion designers, we are always the ones who are most vulnerable because we invested money to buy fabrics, take time, and create all of these collections that were supposed to be showcased at the 4Real Fashion Festival 2024."

[PHOTO: Sarah Atoj professional event host/MC in South Sudan]

Models, too, have been affected by the sudden change of plans. A model who wished to remain unnamed shared her perspective: "Even we [models] invest money, we put our time, and transport to go for casting and event to take care of ourselves go to the saloon for hair. I am a lady; I have to be ready for casting. I can even buy new high heel shoes."

[PHOTO: A model on the runway during the rehearsal and preparation of the 4Real Fashion Festival 2024]

The financial and emotional toll on these participants is evident, as they had dedicated significant resources to prepare for an event that has now been put on hold indefinitely.

While the official statement cites "unforeseen circumstances" as the reason for the postponement, speculation has begun to circulate regarding the true cause of the delay. An entertainment journalist from VOA in Juba, speaking with RCFS's MEDIA, shared some insights: "To be honest, we have no idea of what happened, but there are some rumors that the hotel didn't put effort into supporting the event. Check the page of the hotel; you will not see a poster of that event since the start. Brother, that is a 5-star hotel; they always have something going on."

[PHOTO:  Models on the runway during the rehearsal and preparation of the 4Real Fashion Festival 2024]

This observation raises questions about the relationship between the event organizers and the venue, Imperial Plaza Hotel Juba. The facts check on the hotel's Instagram page and other social media channels revealed a conspicuous absence of any promotional material for the 4Real Fashion Festival 2024, apart from tags made by the event organizers themselves.

Imperial Plaza Hotel Juba was among the sponsors according to the organizers 

The postponement of the 4Real Fashion Festival 2024 highlights some of the challenges faced by African entrepreneurs in the fashion and event management industries. Such setbacks can have far-reaching consequences, potentially discouraging future initiatives and stunting the growth of these sectors in the region.

Events like the 4Real Fashion Festival play a crucial role in showcasing local talent, promoting cultural heritage, and stimulating economic activity. When they face obstacles or cancellations, it's not just the immediate participants who suffer, but also the broader ecosystem of suppliers, vendors, and associated businesses.

[PHOTO: A model on the runway during the rehearsal and preparation of the 4Real Fashion Festival 2024]

Despite the disappointment, the organizers have assured ticket holders that their purchases will remain valid for the rescheduled date. Mr. Bior added in the press release, "We appreciate your understanding and patience during this time and thank you for your continued support and enthusiasm. We look forward to celebrating the fashion, creativity, and cultural heritage of Africa soon."

This commitment to honoring tickets and rescheduling the event demonstrates the organizers' dedication to fulfilling their promises to attendees and participants. However, the challenge now lies in maintaining the momentum and enthusiasm that had built up around the original date.

[PHOTO: A model on the runway during the rehearsal and preparation of the 4Real Fashion Festival 2024]

The postponement of the 4Real Fashion Festival 2024 serves as a reminder of the complexities involved in organizing large-scale events, especially in developing markets like South Sudan. It underscores the importance of robust planning, clear communication with all stakeholders, and having contingency plans in place.

“They need to have stronger partnerships with venues and suppliers, with clear agreements and commitments in place. More transparent communication with participants and the public, providing regular updates and being open about potential challenges” Fashion expert in Nairobi explains “They also need to establish a support system for participants who invest significant resources in preparation for the event. Not to forget to explore insurance options to mitigate financial risks associated with postponements or cancellations”

 THE RCFS's MEDIA