To sell her "Waka Waka" soccer-themed T-shirts, Shakira partnered with Mango, one of Spain's largest fashion companies. Proceeds from their sale will benefit the country's early education initiatives. "The true spirit of this World Cup means making a lasting contribution," Shakira said.
And while South Africans embrace the Colombian singer's spirit of giving back to their country, some fashion designers wish that they had been given the opportunity to collaborate with her -- or FIFA -- on the T-shirt collection. After all, what good is hosting a major international tournament in your country if you can't even embrace the local artisans?
Instead of accepting that South Africa is merely the stage for the international soccer tournament, a group of fashion designers led by Lucilla Booyzen, the founder and director of SA Fashion Week, have created the kind of clothing they think soccer fans should wear.
"Soccer is very T-shirt oriented and I'm very surprised that FIFA have never taken it to another level and involved designers in the host countries to see what they can come up with," Booyzen told StyleList. "Especially when they go to a country that is not a First World country, there should be more sensitivity around job creation."
With the world's gaze firmly set on the country, South Africa is experiencing an unprecedented surge of patriotism. "The designers felt that they needed to create a space or have a design voice," says Booyzen. "Not everybody wants to walk around wearing a soccer T-shirt."
Through Booyzen's encouragement, six designers have created patriotic ensembles. Most of which are dresses in the yellow and green of the local Bafana Bafana team to appeal to the numbers of female soccer fans.
Local celebrities and socialites recently modeled the patriotic frocks for a segment that is now on YouTube. Television star Gerry Rantseli-Elsdon wore a lemon yellow satin dress with green insets, puffed sleeves and a tulip skirt (approx $472) by Johannesburg-based designers Paledi Segapo and Reginald Molamu who design under the label RjKay Creations. Kelly Fisher, from the label K is for Kelly, created a shirtdress with batwing sleeves using the South African flag (approx. $50), and Anna-Mari Pretorius who designs the label Soda made a soccer-inspired skirtsuit -- a jacket that's cinched in the waist before flaring out over a slim, stretch skirt (approx. $162).
Fortunately for those unable to attend the World Cup, ordering these pieces online is not a problem.
"We made our collection at the last minute and only really to appeal to South African fans, but it would be great to advise the Brazilian designers for 2014," says Booyzen. "It should be about conscious capitalism."