Simplicity is key for Elzanne Louw, yet the fashion designer continues to create new and exciting things. There will be no exception of this at Cape Town Fashion Week 2014 where a nature-inspired collection will be shown.
1) Tell us more about the collection you’ll be showing at Cape Town Fashion Week 2014?
The 2014-15 Spring/Summer Collection. Limited local fabric resources inspired me this season take a resourceful approach to creating unique printed fabrics by using a combination of spray paint, stencil art, leather cut-out’s and applique. Applied to a range of finely cut and classically styled garments our 2014-15 Spring/Summer range offers the wearer an inventive combination of practicality and style.
2) What inspired this collection?
Our graphic prints are inspired by three natural elements: water, mountains and air. A bold use of colour roots these designs in the present-day while their content subtly reminds of traditional Japanese graphics. Many of the cuts in this range were also influenced by the 1960’s, I’ve always been a huge fan of this era in fashion because it was so revolutionary and bold. One of my all-time favourite designers is Rudi Gernreich, a total nut and utter genius.
3) Who do you picture wearing pieces from the collection?
Fashion loving women with busy lifestyles: working, travelling caring for their families. This range offers Lo’s usual practical fashion fix with an extra bit of light hearted fun.
4) The LO brand aesthetic is simple yet unique, how do keep things exciting?
It’s difficult to refrain from becoming boring, especially with a brand that is focused on ready to wear. Another obstacle in South Africa is the availability of a diverse range of quality fabrics. This season I really tried to break the mould and have fun. The thing is, if your clients are active and intelligent woman they require consistent stimulus, otherwise they fall asleep. I guess I also get bored easily, so I relate.
5) What in your opinion is the importance of Cape Town Fashion Week?
Well, for me fashion week is a wonderful opportunity to develop a holistic brand vision and to tell your audience a story. This is something that in our normal retail environments can become lost or stagnate a bit. During fashion week we get to play with audio and visual effects, dress beautiful models and style the entire spectacle. I love the theatre of it, and the energy! Obviously there are many other perks like the exposure and hanging out with a bunch of fantastically creative people, but my favourite part is putting on a show.