Fashion Talent: SELFI

PHOTOS Simon Deiner/SDR and Steve Marais WORDS Malibongwe Tyilo

Fashion designer Celeste Arendse created her own brand, Selfi, in 2009, focusing on “thought-provoking attire that has dreamlike qualities, yet is classic and easily wearable”.

And the name? “SELFI is about exploring one’s authentic self, self-belief, being true to oneself, and living by one’s own compass.”

The brand’s seasonal shows have become highly anticipated local fashion week events, and Celeste showcased her Autumn/Winter 2015 collection at the major fashion trade show Pure London.

Having found buyers as far afield as Italy and Japan, this 31-year-old fashion designer is certainly going places. We wanted to know more…

Tell us about your prints, a key element of the SELFI brand.

I’ve always loved illustrating, and began incorporating illustrations into the brand in 2013. I started with screen-printing, but now I only do digital printing, as you can create so much more with the image and the turnaround is quicker. Designing the fabric prints myself makes the process of designing a collection simpler. I now have cleaner silhouettes, as the focus is on the prints.

What are some of the challenges of building a fashion brand?

The local market is small and can be conservative, which limits you as a designer. You have to find a balance and create something that is different yet sellable. I’ve always loved that challenge. I believe that the creator has to educate the consumer. You build trust as the consumer gets to know and like your product, and that trust makes it easier to push the boundaries with each collection.

Any advice for aspiring young fashion designers? 

Know your market. Look around you to see what you can offer that no one else is offering. Ask how you can add value to your industry and your country. Explore what’s happening in your own back yard. You have to carve out your own world in your industry, a world that will intrigue people, a world they’ll want to be a part of.

View more designs at selfi.co.za.