I was standing next to the cash point at Design Indaba where the
Selfi collection was for sale. Non-stop, for four days, trendy young women were snapping up these fresh designs, some of which changed into them immediately and walked out wearing them. This is the sign of a collection that has hit the mark.
From a stuffy old fashion person's perspective, what I liked was the workmanship, the interesting off-centre pleat detail and the unexpected colour and fabric combinations. But this is technicalities. What those many, many shoppers saw was fun, happening fashion - something different and beautiful at the same time.
Of course this is Cape Town style. But, as I attend fashion week here in Joburg, I have started to see how much the younger lot are taking to this kind of Long Street vibe. It is awesome to see, and I can't wait until Selfi is available nationally, as this is exactly the sort of style that the kids are looking for. Very well played lady.
All images courtesy of SDR Photo
