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.
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; 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’.
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.”
“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.
