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Foschini’s new Luella capsule range brings aspirational high fashion to regular customers

Gone are the says when aspirational designer-led high fashion was only reserved for the rich and elite, all thanks to Foschini's all new Luella capsule collection, now available to regular customers right in time for the warmer season.

The Gallery Momo in Parktown, North of Johannesburg was a hive of activity as Luella unveiled its latest capsule collection presented by Foschini.

Having catered to women’s needs for almost a century with the core value of celebrating their diversity, Foschini has continuously made it easier for women to stay on trend without losing their unique sense of style.

The iconic all-woman fashion and beauty brand has has rebranded to now include a designer-led capsule collection, which will carry on its long-held tradition of supporting women to create a better future, while pushing forward sustainable ethical fashion consumption.  

Hot on the heels of the recent launch of TFG affiliated brand Anatomy, Luella’s new capsule collection was unveiled recently at Gallery Momo in Parktown, Johannesburg.

Making Foschini the perfect home for Luella – a brand renowned for its elegant pieces that can stand the test of time in style and quality – has been largely welcomed by many of the chain fashion store’s loyal customers. As Sinalo Mkaza, trend and design specialist as The Foschini Group (TFG) explained to NOWinSA, this means regular customers and aspirational fashion-foward consumers at large will not only have easy access to designer-led high fashion, but most importantly on credit.

“The collection was inspired by the success of Luella bags, accessories and footwear range that is already housed in Foschini, which though it’s for day-to-day wear, is already a unique upper echelon statement range. Essentially, the capsule was born out of the need to offer customers a top-to-toe look that is premium, fashion-foward and stylish. We wanted to complete the Luella lifestyle offering, and afford ‘her’ options that she could wear with her footwear and accessories that she’s already buying – and to basically bring it full circle.”

Luella it’s about embracing the essence of the South African women and working on the strength that the footwear and accessories has had at Foschini.

Luella; an aspirational South African brand led a majority woman team

Steeped in rich heritage of confident South African women, Luella is excited to present a clothing capsule centred around the graceful and always stylish woman who pay a great deal of attention to detail, fit and form

Sinalo Mkaza, trend and design specialist as Foschini

The new Luella capsule collection is presented to consumers just in time for the warmer season where everyone is anticipating something new.

“Luella is excited to present a clothing capsule designed with the graceful and always stylish woman in mind,” the company said in a statement.

It goes on to describe an ideal Luella customiser as ‘a woman who is affluent in all aspects, and directs her fashion sense with the same stride as her hopes and dreams, inciting all around with her allure’.

Model and influencer Kefilwe Mabote, perfectly embodies the ideal Luella customer: ‘a woman who is affluent in all aspects, and directs her fashion sense with the same stride as her hopes’

This unique characteristics are perfectly captured in each new capsule piece, inspired by the bold essence of the confident and opulent South African woman.

Accompanying the beauty of the collection during the launch event was the presence of Luella’s own signature fragrance, which will exclusively be available at Foschini stores at the end of September.

Same as the clothing capsule, the fragrance was designed, curated, and manufactured locally in keeping with the Foschini values of supporting local industries and communities.

“Luella is an in-house Foschini brand produced locally right throughout its entire design led process – from ideation to manufacturing and design, you name it,” Sinalo Mkaza, trends and design analysist at The Foschini Group tells NOWinSA, adding: “And the people who made the clothes are not foreign – they’re South Africans just like me and you, to top it off they’re led by a majority woman team.”

Steeped in rich heritage of confident, ever-graceful and stylish South African women, Luella’s unique characteristics are perfectly captured in each new capsule piece.

“The cherry on top is that we have a credit offering, which makes us not only aspirational, but also attainable. We are making sure that we give our customers a designer-led product at an international level. It’s accessible to all the glam women of South Africa – you don’t have to wait for the seemingly far-fetched dream of wanting to own and wear a high-quality, designer brand. Also we paid a great deal attention to fit and form,” she said as points to a sexy sequence number adorning her beautiful frame.

“See, it’s not like we decided to create a sequence dress just for the sake of it. The design, products and garments are all centred around South African women who pay a great deal of attention to detail, fit and form.”

To find out more or shop the new collection, which comes hot on the heels of the recent launch of another TFG affiliated, sustainable streetwear brand Anatomy, visit: www.foschini.co.za.

Tankiso Komane
Tankiso Komane
A Tshwane University of Technology journalism graduate, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.
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