Enigmatic young South African designer showcases at London Fashion Week

Having been nominated for an award in the Local/Global exhibition at London fashion week, we took the time to speak to her at the exhibition of worldwide fashion and the designers who make it. I sat down with the designer and discussed her brand, her vision and the future.

The AKEDO brand officially launched January 2014. The brand aims at creating a fine line between sophisticated and weird design with a different viewpoint for what has been considered ‘African’ design. Clean minimal silhouettes are contrasted by hand painted and designed prints or textures. Rather than designing the typical ethnocentric African design, the AKEDO brand interprets the continent in a way true to the brand instead of a way expected for an African brand.

AKEDO not only focuses on the clothing aspect of the brand but on the brand as a whole, it is not just about a clothing label- it is a lifestyle. AKEDO plans to achieve this by holding events for the public frequently so that they can connect with their audience on a real and physical level.

How did you get into fashion design?

I’ve always wanted to be a fashion designer. I love both the creative and business aspects of the industry and I love seeing my creations being worn by others.

Please describe the inspirations behind your design.

My main inspiration for this collection came from my desire to represent South Africa in a way true to the AKEDO brand. To bridge the gap between local and global design. I wanted to represent the diversity in South Africa and though we are all different we are still connected. The fabric alone represents the concept of diversity. Then by adding unique items such as cow bone carved masks in different colours and hand beaded masks, it showcases traditional african carving and beading skills as well as reinforces the concept of diversity. My aim is to use as many locally skilled people as possible and to really encourage international viewers to change their mindset on what they consider african design. By using these traditional african skills and combining them with a global contemporary brand, I really feel these skills will stop being viewed as a craft and more as an art.

How were you elected for the Local / Global competition?

I was elected by African Fashion International.

Please describe experiences at LFW

I learnt so much during the LFW experience. Just by being abroad I was able to experience and learn about different cultures and lifestyles. I was also able to make many new friends in the industry who are based throughout the world. Through these friendships I have now gained more manufacture experience as well as lifestyle advice about customers in different countries. I was also able to see many different retailers which helps me to understand where to start stocking my garments and who my customers will probably be.

Please describe your current projects

Currently we are working on our exclusive fashion events which will be held throughout the month of April and May. We are also working on our new jewellery line which will launch in the next couple months.

What’s next for Akedo?

Our main aim at the moment is to keep designing good quality, original womenswear clothing and to start stocking our ranges abroad in London, Paris and New York.