B R A N D

 

 

Apparel with an aesthetic quality of avant-garde ideals; with ‘performatic’ prerequisites to evoke an emotional response and bring across meaning within the viewer, evidently telling parables through ‘fashion’; and apparel.

The brand speaks to the fashion conscious consumer; with apparel; which are intricately designed and constructed to become something of immense grandeur, intriguing the customer with an eye and appreciation for clothing holding a high quality of aesthetic.

Custom-made and made-to-measure offer the consumer with their own unique parable; outspoken into their wardrobe.

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As a brand and the mission of our brand is to tell parables ‘stories’ through our fashion – to take it so much further than just being clothes. As a South African designer uniting to build our industry and African Fashion’s identity; in order to pull this clichéd identity of ‘ethnic’ and print to a more modernistic view that can be placed next to an international brand and be understood globally. Thus; the importance of realising cultural; social, political, environmental issues within a fashion context in order to educate and build renewed perspectives on the African fashion industry is of imperativeness.

We aim to tell visual parables through the use of a full sensory experience within the viewer and onlooker as a brand we aim to keep a common thread in order to build relation as a brand and build a strong brand identity.

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F O U N D E R

 

 

 

 

Jenevieve Lyons is a fashion designer who ‘depicts’ visual parables throughout her clothing; referencing strong concepts taken from various fields of study and interpreting them within a fashion context, bringing across strong concepts and ideas in the form of innovative garments with a strong sense of sculpture and moulding with an aesthetic of conceptual minimalism.

Based in South Africa

BA (Hons) Fashion Design