Selfi is a ready-to-wear women’s clothing brand based in Cape Town. The brand was created in 2009 by fashion designer Celeste Lee Arendse. Selfi ensembles exude a playful, yet sophisticated and cool elegance that tends to enhance the natural beauty of any women. Attention is paid to the manipulation of form, print and colour which are all used to create ready-to-wear pieces that ensure comfort and style.
Clothing DNASelfi Autumn/ Winter 2015 has a strong digital-print focus and is specifically inspired by 20th century russian artists, like Kazimir Malevich, for colour inspiration and shapes which are birthed from the ‘Suprematism’ art movement. Baby pink, royal blue and red embossed on fine lined blocked prints make up our colour palette, while floating hands and abstract images of the ‘self’ have inspired the shapes used. Style details include boxy shaped crop tops with over the knee pencil and flare skirts, polo neck jumpers, and baseball tailored jackets. Hemlines are over the knee, taking us back to a sporty 40s and 90s feel. Collection InspirationFor the Selfi 2015 Autumn/Winter Collection, aspects of the ‘Self’ were explored and dissected by looking at the current age of the ‘self’ vs. the age of modern technology, and how these two have merged over time. The floating hands, found in our prints, are symbolic of hands that create, as technological advances have made the practical use of our hands less necessary. Another big inspiration was the idea that human beings are energy manifested in a solid body, and this energy makes us abstract and multifaceted – almost transcendental. Aspects of the “feminine” and “masculine” parts of the ‘Self’ were also explored, as well as the ways in which they merge and become one whole. For example, women dressed in traditionally male clothing and men wearing traditionally female attire demonstrate the ambiguity of the gender divide. All of these ideas have culminated in a collection that has ‘sport luxe’ and ‘androgyny’ as its major themes. Awards / Accolades 2014 - Young Entrepreneur competition winner in connection with South Africa and the British Council - Winners won a trip to London and were given access to fashion industry related events: London Fashion Week, showrooms, designer studio visits, museums, and attended workshops and design related talks.
SELFI
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