IAA - Street Art Meets Fashion

I AM

Vol 1 Issue 4 (September/October)

ASHANTI REDISCOVER AFRICA THROUGH US

Fuata Moyo - A creatively gifted family with art and design embedded in their DNA; taking innovation to new heights by fusing art and fashion

“My jewellery isn’t delicate or perfect. It’s big, bold and leaning towards heavy. ”— Tshepiso

This fashion brand represents nonconformity and making “stacks” without adhering to society’s benchmark of productivity or success - Lazystacks

STREET ART M E E T S FA S H I O N

“Fashion is the art of expressing one’s passion, feelings and uniqueness through style, clothes, roots, beliefs and many more” - Eudes Desiderio Andre

Not for sale to persons under the age of 18

A NOTE FROM THE

Editor

If there’s one thing I’ve learnt over the past two years is that comfort is key.

After spending many months cooped up in the house, you’ll surely agree that comfortable clothes have been underrated for the longest time. With that being said, who said you can’t be comfortable and stylish at the same time? In this editorial, Art Meets Fashion: Streetwear Edition, we bring you streetwear on steroids. We’re talking all the comfortable clothes you can think of with a brush of artistic flair. Look out for some brands you know and love, and then brace yourself for some groundbreaking fashion newbies—made in Africa, of course!

This editorial had our team driving around in search of some of Cape Town’s impressive street art and murals, and what a bumpy ride this turned out to be! Little did I know that at some point, I would be running across the street in search of additional braiding fibre to complete our cover model’s hairstyle. Despite almost losing the sunlight before the shoot was complete, it was a huge success. I want to thank the photographer, all the models, the hair and makeup stylists (AKA the IAA family) for making it all happen and still having fun in the process.

As always, I Am Ashanti is a celebration of Africa and Africans. So we’re also going to showcase the best in African destinations and, of course, Africans making their mark across the world.

Enjoy this issue; a lot of effort and resources were pulled together to create this masterpiece, so read every page or miss out forever!!

Cheers, Liz I Am Ashanti Editor

Creative Director Editor Assitant Editor Copy Editor Business Development Director Art/layout Director Graphic Designer Social Media Manager Public Relations Production Manager Fashion Content Theme Content Make-up Artist Photographer Photographer Assistant Image Retoucher Hair Stylists Models

Nicholah Opoku Moyo Liz Chimani Yaw Khumalo Uhuru Plaatjies Alex Kaori Nicholah Opoku Moyo Asmeeta Chavda Uhuru Plaatjies Linda Matsolo Anosh Chetty Amo Modise Relebogile Malaza Peggy Syd Tambwe Ishaam Abrahams Shakir Coetzee Sarah Nagel Ayessa Chandrelle, Benta Josephine Salumu, Cecilia Jia Si Liu, King Bonda Nguimbi, Julia Kawal na Mtombw, Erica Chipato, Savannah Reynolds, Simone Nyamabo, Shakir Coetzee

Special thanks Hair Extensions supplied by Darling Hair South Africa Shoot Location Woodstock, Salt River Cape Town Studio & Prep Location INFLUHKS

© 2021 I Am Ashanti. All rights reserved. | The material in this editorial magazine may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of I Am Ashanti is strictly banned and may, in some instances, constitute a criminal violation as an act of copyright infringement. | I Am Ashanti employees, contributors, and their families are not permitted to participate in any competitions, however they are permitted to subscribe to the magazine.

CONTENTS

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130 196

16 - PRODUCT HIGHLIGHT SHELLEY TAYLOR

90 - ARTIST BIO CHRISTOPHER MACCLEMENTS

This editorial’s must-try is Shelley Taylor’s bespoke, Cape Town-made jewellery brand

An imaginative excursion through the lens of a multidisciplinary creative, designer, self-taught graffiti artist, big scale muralist, illustrator, and visual artist.

20 - THEME FASHION FEATURE - STREET ART MEETS FASHION This issue’s feature article exposes the progression of streetwear from it’s very roots to how it is perceived in contemporary times.

84 - MY VOICE THROUGH ART

BY RELEBOGILE MALAZA A young lady articulates herself using art as an irreplaceable form of expression, which physically reflects her understanding of the world

100 - TSHEPISO - JEWELLERY DESIGNER Perfectly imperfect jewellery pieces made sustainably by a fine artist turned metalsmith.

114 - FASHION: INFLUHKS/LAZY STACKS Samson Ajibade, is not just building brands but starting a movement of non-conformity and self expression.

90

100

114

130 - FUATA MOYO The sibling quartet, continuing their father’s legacy through their passionate blend of contemporary art and fashion brand.

154 - FASHION - VIRGIL (OFF WHITE DESIGNER - BIO ARTICLE) BY AMO MODISE Reminiscing Virgil Abloh’s transition from small time designer to becoming the artistic director of Louis Vuitton menswear 160 - STYLING WITH AMO MODISE A comprehensive streetwear guide through the stylish eyes of Amo Modise

169 - SUMMER IN THE CITY

BY ALEXANDRA JAGIELLO An artist’s journey through the shaky journey of self discovery paired with an art pen pal initiative.

206

196 - SOE LIT Avril Moses brings tranquillity, calm, and a sense of peace through her decadent home scent range.

188 - BEAUTY: WOOLWORTHS PRODUCTS FEATURE A few of our favourite finds from the luxurious Woolworths beauty range

206 - LIFESTYLE - TINASHE (WINE MAKERS) A humble man’s quest to make wine more relatable to the African palette that led to exponential growth all inspired by his roots—Kumusha.

192 - BEAUTY - HOW TO (FROM THE SHOOT) Our lovely makeup artist SYD guides us on how she achieved her favourite look from this editorial’s shoot

214 - TRAVEL - MOROCCO Venture across the undiscovered crannies of Morocco with the audacious Mélanie Yasfi as your guide

AFROROMANCE SPR

RING/SUMMER 2022

AFROROMANCE SPR AFROROMANCE SPRING/SUMMER 2022

A nostalgic ode to unfiltered romantic African love as intimately captured by the lenses of the continent’s most RING/SUMMER 2022 celebrated visual artists.

www.ajabeng.com

Our Editorial Pick

Local businesses are some of the best businesses, and our favourite product for this issue is a stunning jewellery range made in the heart of Cape Town, South Africa.

So what is it?

Handcrafted designer jewellery.

What does it do?

With no formal training Shelley started making beautiful bespoke pieces of jewellery for select clients.One of these clients suggested she design an African Inspired range for a large retailer in South Africa. That range quickly turned into ten ranges and now Shelley Taylor Designs is one of the largest suppliers of jewellery in South Africa.

Why we love it...

Shelley Taylor, not only makes unique jewellery, they also create jobs for forty amazing women from disadvantaged South African communities.

Visit them at www.shelleytaylor.co.za

Creative Direction by Nicholah Opoku Moyo Photographed by Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Hair styling executed by Ayessa Chandrelle, Benta Hair Extensions Darling Hair Make-up slayed by Peggy “Syd” Tambwe Production Crew Alex Kaori, Liz Chimani, Asmeeta Chavda Location Scouters Alex Kaori, Jatin Chavda Models, Josephine Salumu, Erica Chipato, King Bonda Nguimbi, Julia Kawal na Mtombw, Cecilia Jia Si Liu, Savannah Reynolds, Simone Nyamabo, Shakir Coetzee Outfits Models’ own Shoot Location Woodstock, Salt River Cape Town Studio & Prep Location INFLUHKS

Street Art Meets Fashion Written by Amo Modise

The common misconception is that the target market for streetwear is only aimed towards Gen Z, providing that the statistics of consumerism lead to Gen Z being the highest consumers of street fashion; this is not entirely true.

T

he definition of streetwear entails fashionable, casual clothes conversely undermining what has now become a multi-billion dollar retail sensation. Originally a male-dominated style, it is depicted in a sense that comprises more masculine looks than feminine. At that time, it was a remedy of a more simplistic minimalist style to the hyperbolic maximalist styles of that era. It assuredly is more than boxed logo tees; hoodies, and a pair of designer sneakers; although this is the blueprint of how it started. It was what set out the path for comfortability and self-expression.

“while predominantly led by black culture, the exterior view of streetwear only being associated with trends within fashion has given greater leeway to pop culture extending across fashion, art and music” Primarily contributing to this movement were the founders of Supreme, Stussy, James Jebbia and Shawn Stussy. Daniel Day, fondly known as Dapper Dan, holds a pivotal role in pioneering streetwear to luxury through the era of the 1980’s out of Harlem, New York, through which he moulded styles for hip-hop artists who were recoiled by traditional luxury brands.

While predominantly led by black culture, the exterior view of streetwear only being associated with trends within fashion has given greater leeway to pop culture extending across fashion, art and music – From Jean-Michel Basquiat as well as Keith Haring defying the notions of the accessibility of art to people and who it was presumed to be for, through pushing for the conversation of street art and what constituted as contemporary art, apart from the hip hop roots in NYC; the surf skate culture from California and the Japanese influence – it is an indisputable fact that streetwear lives within art too as a form of individualism and making a statement.

S

treetwear is analogous to an artist’s art. With Keith Haring illustrating issues with an upbeat aesthetic, he is one of the main reasons street art became an essential part of fashion and T-shirt design. Basquiat’s prints are used in collaboration with many brands today, a recent drop being Dr. Martens. Street art and streetwear go hand-in-hand, somewhat like ice cream and fries. The one needs the other.

Fixated more on style and functionality as well as a modern achromatic colour palette, Techwear consists of modern utility pieces such as boilersuits, cargo pants, technical military vests etc., while maintaining luxe fabrics. Honourable brand mentions include Adidas Y-3, Nike ACG, Stone Island, Herno Laminar, Acronym, Outlier.

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High fashion, Hypebeast —whatever the actual term is for this style— is definitely the most The common misconception is that the target commercial influential streetwear style. This market for streetwear is only aimed towards heavily celebrity influenced style comprises Gen Z, providing that the statistics of conmainly designer logo wear. Often ridiculed sumerism lead to Gen Z being the highest for its excessiveness of mix-matching brands, consumers of street fashion; this is not entirely it still plays a huge role in streetwear. Brand true. The vast categories within streetwear mentions include Off-White, Balenciaga, empower anybody to join in. Distinct styles Chrome Hearts, Heron Preston, AMBUSH, vary from a different country to country too. A-COLD-WALL, Vetements, Comme des What you find in London is unique to what Garcon. you would find in Tokyo. The subgenres of streetwear compose of: Skatewear; Techwear Last but not least, Athleisure. The surge in (Utility); Hypebeast/High Fashion, and, lastly, biker shorts in the past year is not in vain. AthAthleisure. letic wear worn in a lifestyle sense is the move.

Tapered sweatpants, the occasional dad trainOriginating from the casual Californian surfer ers, polo shirts, tennis skirts, and other athletic style as well as streetwear in itself came about accessories are the latest favourites. Brand Skatewear. Starting with graphic T-shirts, mentions consist of Sergio Tacchini, MISBbaseball hats, shorts to hoodies, loose carHV, KITH, The North Face. go-style pants, flannels, beanies and an ESSENTIAL pair of Vans is what embodies this Having all these respective styles convey indistyle. The goal is to look as relaxed as possible vidual messages, everyone has a place to fit in. while maintaining steez (style). Honourable It’s more about what your personal style is and brand mentions that resemble Skatewear in- what makes you feel clude Vans, Stussy, Thrasher, X-Large, HUF, comfortable.

Carhartt, GOLF WANG.

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Models Julia Kawal na Mutombw, King Bonda Nguimbi, Cecilia Jia Si Liu Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Creative Direction Nicholah Opoku Moyo

Models Julia Kawal na Mutombw, King Bonda Nguimbi, Cecilia Jia Si Liu Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Creative Direction Nicholah Opoku Moyo

Models Savannah Reynolds, Simone Nyamabo, Erica Chipato Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Creative Direction Nicholah Opoku Moyo Outfits Models’ own Make-up Peggy Syd Tambwe Hair Ayessa Chandrelle, Benta Hair Extensions Darling Hair South Africa Location Cape Town

Models King Bonda Nguimbi, Erica Chipato Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Creative Direction Nicholah Opoku Moyo Outfits Model’s own Make-up Peggy Syd Tambwe Hair Ayessa Chandrelle, Benta Hair Extensions Darling Hair South Africa Location Cape Town

Models Savannah Reynolds, Julia Kawal na Mutombw, Simone Nyamabo Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Retoucher Sarah Nagel Creative Direction Nicholah Opoku Moyo Outfits Models’ own Make-up Peggy Syd Tambwe Hair Ayessa Chandrelle, Benta Hair Extensions Darling Hair South Africa Location Cape Town

Models Savannah Reynolds, Simone Nyamabo, Shakir Coetzee Photographer Ishaam Abrahams Creative Direction Nicholah Opoku Moyo Retoucher Sarah Nagel Outfits Models’ own Make-up Peggy Syd Tambwe Hair Ayessa Chandrelle, Benta Hair Extensions Darling Hair South Africa Location Cape Town

Cover

girl

I’m Josephine Salumu, a 20-year-old aviation professional originating from the Democratic Republic of the Congo but now based in South Africa.

In fashion, we utilise art to express ourselves and share it with others. What was once an idea is now being shared with the rest of the world, allowing others to see and grasp the tale behind the designer’s creation, as well as the message they are attempting to convey to us through his own unique perspective and storytelling methods.

ON THE COVER

Model Josephine Salumu Outfit Model’s own Photographer Ishaam Abrahams Photographer Assistant Shakir Coetzee Creative Direction Nicholah Opoku Moyo Production Assistants Alex Kaori, Asmeeta Chavda, Liz Chimani Make-up Peggy Syd Tambwe Hair Ayessa Chandrelle Hair Extensions Darling Hair South Africa Location Cape Town

www.bronzedbasket.com

My voice through Art Art & Words by Relebogile Malaza

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F

rom drawing on the walls in my home to spilling paint on the couches and creating rice houses as a little girl.

Art has always been an irreplaceable form of expression which lets me physically reflect my understanding of the world without writing a single word. It’s ironic because I undoubtedly have a passion for writing, but I’ve always longed for the feeling of someone else looking at my work and understanding without any explanation.

Although it’s not this simple, I’ve always realised and used my creative abilities, but I never thought I would fully endorse myself into an artistic career.

Then one day, a little girl began questioning the world, found her voice, herself and who she was, and that’s when it all changed. Simple paintings, drawings and creations began to stand for something more important than me, and my subject matter grew more extensive.

When I was 16 I began to

take my art seriously and realised I have a passion.

Everything made sense when I created it; I began to live with intention and create with significance. I challenged myself by speaking out on injustices such as gender-based violence, discussing matters close to my heart, such as the artwork A Tribal War, which speaks about the traditions I have inherited, how there is a constant battle within me, and about which one I relate to the most.

Furthermore, I continued to explore this subject matter in the artwork. The Grapple With Identity, I explored my identity as a black person through the themes of black consciousness, tribalism and feminism. In this installation, combined with digital photography. I portrayed patriarchy in tradition, the difficulty of preserving our African languages and the difficulty of integrating Seswati and Tswana traditions in western civilisation. This artwork is about history confronting the new generations since the basic knowledge about our past is not enough to uphold our cultures and traditions in the next generations- which is the foundation of our black identity.

Moreover, I am still an amateur artist studying a BA Fine Art, finding my way in the art world.

I’m still exploring my subject matter and themes in African identity, feminism, self-introspection and our heritage. In the following artwork, Children of Africa, I depict portraits of African children being seen, empowered, being there for one another, feeling every emotion of the world and reminding us that we’re all human and carry our own stories.

Our identity must never be forgotten. In the words of Tourè Roberts, “There is a war on your identity that you can win, you must win, and you have to be determined to win.”

Our own identity through giving them all unique hairstyles. Our identity must never be forgotten. In the words of Tourè Roberts, “There is a war on your identity that you can win, you must win, and you have to be determined to win.” Art is such a therapeutic experience that sometimes I just want to create art solely to make someone feel something and see themselves the way I see them when I draw portraits.

Currently, I’ve grown fond of the following mediums: charcoal, photography, videography and painting.

I look forward to what the future holds as I explore and get in touch with myself, and develop my artistic style. Letting one African creative know that their work is worthy, and they can and will be someone of importance through their craft is extremely empowering. This is my story, and I wish to empower other little boys and girls like that little girl was once empowered; anything is possible. I can’t wait to see what the future holds in my creative path!

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Art & Words by Relebogile Malaza

www.adeledejak.com

Jara Ezo Photographer Nazhachi Make-up Artist Haiffa Baccour Dress Artists Own Location Le Decor a l’Envers (Paris)

Christopher MacClements Pretoria-born, Cape Town-based classically trained architect. He is a multidisciplinary creative, designer, self-taught graffiti artist, big scale muralist, illustrator, and visual artist who received his Master’s degree from the University of Pretoria.

grafmuralist artists

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architect creative fiti artist illustrator visual

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D

espite being a Candidate Architect, he has moved his attention to commissioned graffiti, murals, fine art, illustration, and graphic design.

His passion for these (as well as architecture, film, and industrial design, among other things) has resulted in a comprehensive design and creative approach that draws influence from all of his areas of interest. He sees each discipline as a string to his bow, equally important

in achieving his goals and discovering his voice as a creative and designer.

C

reative inquiry and collaboration motivate MacClements’ (as he is formally known as an artist). He sees himself as someone who uses a convoluted process of design, cooperation, and inquiry to try to understand and explain the inner workings of his mind and the minds of others every day. His

grandparents, Ian (architect) and Patricia MacClements, trained him to see the world through this very specific yet open lens, and he credits them with inspiring his thinking and approach to the above.

Images supplied by Christopher MacClements

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H

e has staged three solo exhibitions and participated in two group exhibitions since moving to Cape Town in 2016. He was also named to Design Indaba’s Emerging Creative Class of 2020, among other creative achievements, and has since gained appreciation for his work in other reputable South African magazines.

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He is available for commissions through his numerous platforms stated below, as his primary concentration is currently mural, graffiti, illustration, and architectural fine art.

Website & Online Store: www.macclements.com Instagram: @mac.lemons Facebook Page : C.I.MacClements Behance Profile : Christopher Ian MacClements C | +27 72 939 0668 E | studio@macclements.com / macclements

AFROROMANCE SPR

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shepiso, the company’s namesake, metalsmith, and founder, studied fine art and graduated from Witwatersrand University in Johannesburg, but has always had a passion for fashion. Their foray into the world of jewellery was the result of a clash of their passions for fashion and art. Tshepiso enrolled in Alchimia Contemporary Jewellery School in Florence, Italy, to pursue their passion for art and fashion, and graduated in 2019.

Tshepiso Jewellery is a jewellery line dedicated to creating pieces inspired by everyday life, art, and memories. To achieve a delicate balance of weight and shape, the crafting process frequently involves building up and tearing down work.

You studied Fine Arts at Wits University in Johannesburg, South Africa, but your love for fashion, especially jewellery design, led you to a few years in Italy. Tell us about this.

Growing up, I had always loved fashion; in fact, I wanted to be a fashion designer.

Every week I tuned into Project Runway in awe of their creations and took to sketching my dream designs any moment I could. My interest in fashion design waned through my teen years, and I chose the fine art path instead. Whilst studying at Wits, I sort of felt out of place in my field in South Africa. Once I had graduated, I looked at doing something else that was still creative and came across a 2-year course on jewellery design in Italy. I took this as a sign from the universe and took the leap of faith.

When you’re working on a new line, where do you look for ideas?

I don’t exactly follow the traditional way of creating collections; I like to build on the creations that already exist and play

with the shape, weight, size and textures.

A lot of what I create is influenced by my artistic background, particularly sculptural work, and I think that can be seen in the jewellery. I never really plan or sketch much; I’ll have an idea in my head and just go with it. I also consider how a piece will sit around the body, its limitations with weight and positioning.

Your entire collection is stunning.

Which piece(s) in your collection do you take the most pride in, and why?

I love every piece that I’ve created, but “between a rock and softer place” is one I take the most pride in because it’s a tricky piece to create; you always have to keep weight and balance in mind. I also adore ear cuffs and think they’re such an underrated piece of jewellery—they aren’t worn nearly enough.

“between a rock and softer place”, is one I take the most pride in because it’s a tricky piece to create, you always have to keep weight and balance in mind” Tshepiso

Between a rock and a soft place dug out the earth, worn between the softest of places. sterling silver made to order

www.tshepiso.shop

When one wears your jewellery, how do you want them to feel?

My jewellery is not delicate or perfect.

It’s big, bold and leaning towards heavy.

I want the wearer to feel empowered and unafraid of standing out from whatever crowd they find themselves in and embrace their flaws.

When it came to launching your own line, what was your biggest fear?

I never quite intended to launch the brand when I did. I had planned to do my Master’s and then see what I’d do with my life after. COVID-19 hit, and I found myself unable to do my Master’s, so I decided to launch a brand. My biggest fear was starting the brand; I didn’t even know where What part does sustainability play in to begin. Luckily I had a good friend who your manufacturing process? had already had her brand (Monastery It’s a bit of a one-person show, so piecJewellery) giving me invaluable advice and es are usually made to order. Nothing is help. At the end of the day, every day is a made in mass or for seasons; everything is learning curve for me, and I take each day made slowly and with consideration. as it comes.

What are some of the hurdles you face as a socially conscious entrepreneur?

The challenges I face would perhaps be that items are made to order. We live in a day and age where everything is readily available; when consumers want things, they want them now. My jewellery can take up to a six week waiting period, but given that the item is handmade for you by a one man band , it’s well worth the wait.

How does a jewellery designer elicit an emotional response to their jewellery, aside from using fundamental techniques?

The creations that you make really must come from the heart; there has to be a willingness from the creator to be true to themselves and bear all. None of these jewellery pieces are perfect and expertly made; they come from mistakes, experimentation and openness to flaws.

What role do you believe social meWhat are some of your favourite ma- dia has in today’s fashion? terials to work with?

Social media plays a huge role in fashion; I have a preference for colder looking it has both pros and cons. The pros are metals, so my favourite material is silver by that it spotlights emerging designers and far; it’s an affordable metal that is easy to designers that have been around for a long work with. I’ve also recently been experitime and haven’t received any recognition. menting with quartz which has been quite Social media can be a place where you fun, and I hope to introduce it into my can express yourself and find inspiration. pieces soon.

Of course, the downside of it is an oversaturation of any industry.

Inbetween inbtween a rock and a hard place tiny clusters for your fingers sterling silver ring

www.tshepiso.shop

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“It’s a bit of a one man show that I have going on so pieces are usually made to order. Nothing is made in mass or for seasons, everything is made slow and with consideration” - Tshepiso

What’s the one thing you would tell yourself if you could go back in time before starting your career?

There isn’t anything I would tell myself. My career in jewellery started as a leap of faith, and everything building up to it has been hard work and a really strong support system.

What advice would you provide to aspiring designers who admire your work and want to pursue a design career?

My advice would be to research, look up all the courses available to pursue a career in jewellery and seek funding if that’s possible. If studying isn’t an option, an apprenticeship with an experienced goldsmith is always a great place to start.

What can we expect from Tshepiso Jewellery in the future?

I’m hoping to see my brand grow throughout South Africa as well as internationally. The future of my jewellery is to evolve into gender fluid pieces that are more body-conscious and play with how the body moves and looks. There is so much more to come, and I’m excited about the future of the brand.

Designer Tshepiso Creative Direction by Anthony Hinrichsen Photographed by Armand Dicker Photographic Assistant, Sibongile Mditshwa Makeup by Amy-Louise Tourell Hair by Patricia Ndeke & Mira Muamba Nails by Matthew Green Models, Yongama Mgqibela at Citizen at Boss Models

www.bronzedbasket.com

Samson Ajibade Photographer Ishaam Outfit Lazy Stacks Location INFLUHKS

THE RISE OF

SAM AJIBADE

FOUNDER AND CEO OF INFLUHKS & LAZY STACKS

I am the founder of INFLUHKS and the designer of the Lazy Stacks clothing line. The name INFLUHKS came about in an amusing way; while I was researching migration, I came across the word influx and somehow felt a connection and held on to it.

I have been in South Africa for eight years, and a lot has happened; my journey has been bitter-sweet and sometimes even crazy. So I’m sure you’re wondering how I navigated the hurdles of starting a business as a foreigner in South Africa...It all started when I was working at Travelstart as a digital PR strategist. I worked there for 3 years then COVID-19 hit, and 70% of the staff, myself included, were retrenched. I recall taking my

son to Muizenberg and entering a shop in Blue Route Mall, where I saw several UK brands that I know were stocked in the shop. I decided to ask the owner how he was bringing the stock, and he mentioned having a container that shipped them in.

Then I thought, wow, these are brands I’m interested in like ASOS, boohoo, Pretty Little Thing.

I also remembered that these were sought-after brands back in Nigeria. I went on to ask the owner how he’d feel about having another shop in a different location with Cape Town, and to my surprise, he said, “If you find a shop, I can give you all the stock, I will even set up the point of ae for you”—just like that.

I rushed home to check commercial properties and remember I’d just been retrenched, so I was unemployed; however, I had money in account just sitting there.

So I found a space and applied for it, but I wasn’t sure about anything; I thought I was a black person, a foreigner trying to apply for commercial property in a trendy street in Cape Town—prime real estate.

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My name is Samson Ajibade; I am originally from Lagos, Nigeria, the biggest and most populated city in Africa, the fastest-growing city, the powerhouse of Africa. I wouldn’t be a true Nigerian if I didn’t like to brag about my country!

“I don’t want people to continue thinking of Nigerians in a negative way; I want to spread positivity; I do all these things to ensure that we all work together in unity and provide equal opportunities for everyone”

I mean, the odds were against me, but I went ahead and applied and prayed about it.

I was so motivated because I believed it was divine intervention that I found a business partner without even looking for one. I knew everything else would fall into place because sometimes nothing can derail the process when it is aligned for you. I spoke to my business partner, who happened to be South African and didn’t know me from anywhere, about the number of documents I needed for the application, then without question,

he forwarded them to me, and I applied.

create my streetwear brand, and I also wanted to have local brands. As time went on My application was approved, and I started to meet more my rent was very affordable people, I came to realise that for the first six months, and fast fashion was not a sustainmy business partner even gave able business, so I switched to me 1000 items as my initial thrifted items, which felt like a stock. I decided to name the risky move for me, but to my store INFLUHKS because surprise, I managed to triple it made sense to me; I had a my sales figures in the first strong backing, an inflow of month. After that, I decided good vibrations, positive ener- to make my store a local and gy into my life and the space; international streetwear hub I also wanted it to be an inwith thrifted international flow of local and internation- brands in mint condition and al brands. When I started IN- local brands that positively FLUHKS, I only had global impacted the environment. brands, but I really wanted to

Samson Ajibade Photographer Ishaam Outfit Lazy Stacks Location INFLUHKS

For example, Broke Boys is not just a brand; it’s also a movement. My goal is to bridge the gap between how Nigerians are perceived in Cape Town and show that collaboration is the way we should live as Africans. You can’t push a Nigerian away! My greatest strength is connection; if things align for me, they usually run smoothly; when I met my vendors, the energy was seamless.

You’d think we’d known each other for many years.

INFLUHKS is made up of Lazy Stacks, Broke Boys, Brunch Club and Antionette Marie. The goal for INFLUHKS is to create more spaces for local brands to showcase their creations. We want to branch into local entertainment. This is why I have a studio in the back room of my shop. We want to elevate creatives in so many sectors.

My dream has always been to create a place where artists can find themselves and grow, whether in fashion, graphic design or music.

I have my own brand Lazy Stacks, which is an extension of INFLUHKS—it’s all about the youthful rebellion of creative individuals.

Most African parents want their children to be

lawyers, doctors, or engineers; the Lazy Stacks brand represents nonconformity, making stacks (money) in your own creative way without adhering to society’s benchmark of productivity or success. Not working a formal job is commonly perceived as lazy but creative jobs can earn you money. Lazy Stacks will collaborate with creatives that share the same vision, people who don’t do anything they don’t want to do.

I don’t want people to continue thinking of Nigerians in a negative way; I want to spread positivity; I do all these things to ensure that we all work together in unity and provide equal opportunities for everyone. I don’t want it to be just about me; I want to showcase local designers as a whole; everyone should be included and have equal exposure. If you come into the store for the first time, you won’t even know who owns INFLUHKS; I work here 9-5, clean, pack, attend to the customers, I don’t want to be at the forefront, I just want to ensure that everything is running smoothly. Down the line, we’d like to have stores in Johannesburg, Port Elizabeth and Durban, supporting local brands in the same way.

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y advice to creatives out there is to start now; even if you don’t have the funds, try to organise your ideas, and if you aren’t feeling motivated, reach out to me or anyone who inspires you and talk about your ideas. The best time to start anything is now; whether it’s music or fashion, graphic design, start pushing out as much content as you can on social media and try to learn something new and apply that to your original ideas.

Watch this space for some of the most inclusive collaborations the continent has seen!

Fuata Moyo is a Swahili phrase meaning “to follow the heart”.

Based in Cape Town, Fuata Moyo is a brand and production company that combines art and fashion to create unique pieces with personality. Co-owned by siblings, Kabambi, Martine, Lucien and Tshimaro Mbiola, who come from a creatively gifted family with art and design embedded in their DNA. The brand offers an array of styles from fashion, accessories to art, as well as experiences that include the customization of jackets, sneakers or anything your heART desires.

FUATA MOYO

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follow the heART

The IAA team interviews Kabambi Mbiola, the co-founder of Fuata Moyo

Tell us a bit about yourself.

My name is Kabambi Mbiola; I’m an artist, painter and fashion curator. I was born in the Lubumbashi province of the Democratic Republic of the Congo. I left my home and birth country due to instability in the early ‘90s and moved to Cape Town, South Africa, with my entire family and have been living here for 24 years. I started school in Cape Town with the gift of the discipline of both art and fashion curation. I believe that love is a spirit that motivates every artist’s journey. I’m very passionate about documenting my creative journey and the art

of collaboration or sharing knowledge with others using the creative mode. I am an individual who is passionate about all aspects of creative work.

What inspired you to start a fashion brand, or do you even view yourself as a fashion brand?

I’m the kind of person who draws inspiration from almost anything or everything in life. I get inspired by my friends, my family, my surroundings and my everyday life experiences. I was born in a family where my dad, his uncle and my mum’s younger brother were fine artists.

My dad passed away thirteen years ago, but my uncle is still a fantastic artist. On my mum’s side of the family, my uncle, during his career, was a great fashion designer. I grew up with seven siblings with very bold personalities; some are into fashion, some

into art, and some in different aspects of creative work. I grew up around very artistic siblings, so it was easy to be inspired to create things. My inspiration also comes from my family and our everyday lifestyle experiences.

Fuata Moyo is more than a fashion brand, the concept of Fuata Moyo and the words are a Swahili proverb meaning “follow the heart”. The “he” in the heart is always written in different colours to highlight ART. I believe that when you pursue what you love, you find creativity along the journey. When I created Fuata Moyo, there’s another saying, “home is where the heart is,” and I believe the foundation of everything creative starts at home. With Fuata Moyo, I get to work with my siblings; my younger sister is an amazing painter and makeup artist. I call her the baddest artist in the game. I have a younger sister who’s a fashion designer

and a brother who is a unique individual with an extraordinary mind for creative direction. I brought my siblings together and created this brand based on love, passion and our father’s legacy.

What makes your brand special?

Fuata Moyo is a brand that combines two media forms: fashion and art. We treat our clothing like art pieces. In fact, we’re currently working on an exhibition called “Follow The HeART”.

We’ll be working with young creatives to design some beautiful garments. They will use the garments as a canvas, with the creative freedom to paint whatever they like on these garments; we will then exhibit the garments the same way as art pieces. People always look at art as something you collect to hang on your wall, but you can actually wear your art. That’s why I mixed the two mediums, which are very special to us, and many people also find them unique. We do several limited editions, bespoke designs; we also do customisation. People can bring pieces like denim jackets, and we’ll paint a portrait at the back of the jacket. We customise sneakers and bags, too; basically, you become a walking masterpiece when you wear Fuata Moyo clothing.

Was it easy to start a black-owned business?

Oh man, you know, overall in South Africa, the fashion industry is very tough; as a person of colour, my goal is to set up a production company where we can produce our own garments and help young designers like ourselves. We had the most significant problem you’d face as a young person of colour trying to start a fashion business.

When you approach factories, they have a system of working with minimum order quantities. So when you want to make one shirt style, every company would require you to produce, for instance, fifty or a hundred items of the one shirt. So, as a person of colour coming from a less advantaged background, it isn’t easy for you to create entire collections because you need a lot of money to start it off. I think that is the number one and most significant challenge that young black-owned entrepreneurs face — simply having the capital to make sure that you meet the demand.

We are taking it one day at a time and are looking for ways to raise funds for our design and production hub to help young people like ourselves because we know what it takes. We want to make it possible for them to produce whatever quantity they need rather than high quantities. We hope this will mean more young designers will come up. The system is crooked; it just needs to be fixed. A person should be able to walk into a production company and ask for ten shirts.

What are some of the challenges you faced while setting up your business?

Oh my gosh! I started my business in the most challenging time in the fashion industry; I launched my business a month before lockdown because none of us anticipated or predicted COVID-19. For years I’ve worked in retail and had my own art gallery.

I’ve done many things, but people have always put me in the bracket of fashion and have been waiting for years for me to start my brand. When I began, many people were excited then COVID-19 happened.

At that moment, you either give up on the dream and go back to reality, but what motivated me is I got laid off from work, so I took it as a sign. I had no choice; it was the most challenging time; you’re wondering what will happen financially, but that’s when I started my brand.

I would post video clips online, and from there, the reception was amazing. We started the brand during COVID-19, with no budget, which was the toughest financial time of my career. I trusted the journey and the moment and knew that nothing could stop me when the vision was bigger than the fear.

What was challenging the most was only the time that I started, but the rest is history.

We’ve moved forward with it, and now it’s just taking every obstacle as a stepping stone to elevate to new heights. That made us bold and confident in what we were doing. My brand has been around for five months, and we’ve already done so much. We’ve collaborated with prominent brands such as Johnny Walker, Jagermeister and we’ve painted murals — the reception was just excellent.

Now I’m sitting down interviewing with I Am Ashanti. Things keep getting better and better; it’s been a fantastic journey!

What is something important to you as an artist/designer?

Nothing is more critical to an artist than their legacy. We still talk about all the great artists like Basquiat or Picasso because they left a legacy through their art pieces. My dad left us a gift, and we continued with it. For me, it’s also important that my kids can pick up from where I’ve left and take this legacy to new heights. It’s also about inspiring the next generation of artists; Africa has many tal-

ented young artists and designers. It’s about creating a platform for them and encouraging them by showing them that they too can make it even if they come from a less advantaged background. Knowledge is power, so the key thing for me is sharing knowledge, collaboration and becoming an inspiration for the next generation of creatives.

Which piece of work or design are you most proud of and why?

A couple of days ago, someone in the U.S sent me a video of a painting we created at the very beginning when we started the business. It was a portrait of Nelson Mandela. For me, your artwork is like your baby, it’s like a puzzle, and every piece is just as essential as the other. I am proud of all the work I put out, and the proudest moment is to see people embracing your work, wearing your garments, sending you pictures of their homes and how much they love your painting. I can’t pinpoint the one that stands out the most, but I think the early work I did was my proudest because it kept me going and showed me the potential. As I said, I treat my work like my children; you have no choice but to be proud of all of them!

What advice would you give to aspiring black artists/designers?

My entire brand is a piece of advice. Fuata Moyo means to follow your heart, do what you love. There’s a saying I love using, “do what you love, and you’ll never work a day in your life”. Find the one thing that makes you so happy that you forget about eating or sleeping. It’s all about following the things that you love, and that’s where some of the most outstanding work comes out.

A creatively gifted family

Martine “Tina” Mbiola Art direction is my role at Fuata Moyo, maybe because of my attention to detail and a great artistic eye, of course. I was raised in a creative household. Art has always been a massive part of my life, where my late father was an artist. After he passed, my passion for art, fashion, and beauty was born. Losing a parent can feel like losing part of yourself.

All you know is them being there for you, guiding, helping and supporting you. It’s hard to imagine life without your parents, especially when you are still a minor.

what you do). I trust my heart to lead me.

I’m living my life in the pursuit of my dad’s footsteps. As life progresses, we face many challenges, but the one thing that has kept me grounded and focused is my family and faith. I’m always trying to develop and improve. My faith helps me handle the pressures that come with the continuous changes. My faith also helps me with self-improvement both in my career and in my personal life. It helps me to stay grounded and goal-focused.

It was such a challenging period that I would have never survived it on my own.

That taught me to appreciate the support structure, my family, the Mbiola’s. Together we found comfort and hope that we could overcome anything and be as strong as our support system. I started pursuing my art at such a young age. I showed great potential in my early years; about a month before my father passed, he identified my talent and taught me about paint and technique. Art became therapeutic and is now part of my everyday life.

My family and our situation drives me as well as the desire for success and producing greatness. In my family, they know me as the perfectionist—it’s actually a problem, LOL.

I studied art and design at Cape College and continued my studies at CPUT, where I earned a bachelor in graphic design.

I am the most introverted person in my family, more of a loner than the rest; that’s why I prefer creating in private. We all have such different personalities, but at the same time, it works so perfectly for us; we complement each other’s strengths and weaknesses.

Love has always been the foundation of everything I do (do what you love, love

Our business model is to manufacture garments in a small capsule; we also upcycle old clothes. I love the fact that we recycle denim and give it a new life with art customisation.

It helps that the world is becoming more and more into sustainable fashion. We work with a small CMT and empower a few skilled seamstresses, and they are a great help when working on our collection.

I’ve achieved some personal goals: getting my degree, travelling because of my work, and collaborating with a few international brands such as Jameson and Jägermeister.

We also have another extensive collaboration in the pipeline; watch the space! Additionally, running a business with my siblings has been such a blessing; owning an enterprise is also #familygoals.

Lusamba “Lusee” Mbiola

M

y role at Fuata Moyo is the head designer, and I specialise in concepts for the women’s range. I construct all the mockups before they go to production.

It all started when I was sixteen, it was spontaneous, but I just had this interest in creating content. While my sisters were away at a Christian camp one week-

end, I was alone with my brothers at home. I then decided to surprise them on their return with an amateur fashion show, so I took some of my clothes, cut them up, did a bit of DIY, and came up with five looks. When my sister’s returned, I paraded the house dressed in my creations, and that was when they encouraged me to do an even bigger fashion

show for our community. So, I got my friends to model, made the clothes by buying pre-loved items from vintage stores, cut them up and created a few things over a month. My high school at the time agreed to sponsor the food, and the turnout of my community fashion show was overwhelming, especially considering that it was a paid event.

A

fter the show, I auctioned everything. The amount of capital I accumulated at that time was mind-blowing. That’s when I realised that this was what I wanted to do for the rest of my life! That’s where the passion for fashion came along; I could already see myself as a fashion designer. Ten years later, I still look back to that moment and that day.

After high school, I studied a four-year degree in Fashion Design at the Cape Peninsula University of Technology. I graduated in 2018. I decided to incorporate art and fashion for my graduation collection by painting all my fabric as a form of textile. It was amateur painting, but I came up with a unique display for my project.

That’s when I realised that this was what I wanted to do for the rest of my life!

I never saw the link between fashion and art until after my studies, when I became interested in drawing. Eventually, I found myself painting for fun, and the only difference is that I painted on fabric rather than canvas.

My passion for creating has always been my first love; the thought of a corporate career gives me anxiety. I

like to express myself in all forms of art; I want to maximise my potential for creativity. One of my personal goals was to be part of a black-owned business, and I’m grateful that I’m doing it with my family.

Finally, my advice to people out there is; it doesn’t matter where you come from; suc-

cess is a mindset. You don’t need money or a good background to succeed, work hard, and God will fill the gaps. When people see your hustle, they’ll want to help or be a part of it, so don’t give up.

Tshimaro “Fuego” Mbiola Tshimaro Mbiola, better known as Fuego, is an artist/model/creative director and stylist born in the Democratic Republic of Congo and raised in South Africa. Given the opportunity to work with the people who inspired him the most—his siblings, Tshimaro joined the Fuata Moyo creative team as a designer, curator, and creative director of the brand.

Through his art, he shares his story as an immigrant born into two worlds, shaped by similar yet contrasting cultures, resonating towards both but never fully immersed in either.

rience-based. He was an apprentice for nine months under the guidance of Paul Van de Spuy; then, he was employed as a junior designer under The Wear South Africa umbrella.

Growing up as the last born of seven mega creatives, standing out and having a voice was pretty difficult, but instead of using the shadows cast by his siblings as a crutch.

Tshimaro chose to use that darkness to find his true light and voice —that’s when Fuego was born.

Today, Fuego and the rest of the Mbiola clan continue to break new ground in the Cape Town art scene, fusing art and fashion with family and growth. Fuata Moyo tells the story of his past, the family’s present and the future of fashion.

Although he excelled in his academic career, Tshimaro opted toward the less traditional means of education, which was more expe-

From very early on in his life, Tshimaro found his calling; with his innate gift of drawing as the blueprint, Tshimaro draws his path in the South African creative industry, learning from all his siblings, he combines multiple mediums and skills to become an artistic powerhouse.

Watch this space for the Fuata Moyo website exhibitions and visit them here to see the fantastic work they’ve done so far.

www.fuatamoyo.com

Their collections are designed in capsules in collaboration with local artists, designers, as well as an in-house team. Fuata Moyo’s approach is to implement a circular economy, ref lected in their increased use of recycled and sustainable materials. Aiming for a well-curated offering at all times, they strive to make their product range local, original, and authentic.

Stockist We are EGG - Cavendish Square www.fuatamoyo.com

VIRGIL ABLOH Creative Director OFF-WHITE, Louis Vuitton Written by Amo Modise

It has become evident that being the son of a seamstress is the key to success. “I am all about championing this new era of designers becoming the new rock stars,” wrote Virgil Abloh on the blog The Brilliance in 2007 , subconsciously predicting his fate.

Born to Ghanaian parents, completing his undergraduate degree in Civil Engineering at the University of Wisconsin–Madison as well as his master’s degree in Architecture from the Illinois Institute of Technology, Virgil Abloh - artist, architect, engineer, designer, musician and DJ, chief creative director, and artistic director - has evolved to be one of the world’s most influential designers.

From skipping graduation to meet Kanye West’s then-manager, John Monopoly (so the rumour says) to citing a pivotal moment in his career being his findings of Caravaggio, the Baroque painter who made him approach art for the first time and turn his academic development towards architecture, it was only in 2006 during his time at IIT, did Rem Koolhaas “piqued my interest and opened my gateway into fashion.”.

What most don’t know is that he never made the conscious decision to be a designer; he just had an overload of ideas. Undertaking an internship at Fendi with none other than his closest companion of 14 years, Kanye West, the pair ran errands just like any other intern; however, Michael Burke had seen something greater in their “disruptive approach” during their internship, and boy was he right.

“We were a generation that was interested in fashion and weren’t supposed to be there” - Abloh

OFF-WHITE c/o VIRGIL ABLOH SS15

From humble beginnings of growing up in Chicago, idolizing Michael Jordan, to taking part in the emerging culture that mixed rock, hip-hop and fixated on skateboarding, Supreme, and DJing. No one knew that Virgil would launch his own label and debut in NYC during December 2012. Pyrex Vision’s abstraction entailed taking $40 deadstock Ralph Lauren flannels, screen-printing on a Pyrex logo and re-selling them for $550. Featuring the label Pyrex and the number 23, a homage to his childhood hero, Michael Jordan. After gaining positive traction through stockists such as Colette and endorsements from industry leaders such as Jay Z and A$AP Rocky, Virgil ultimately shut the brand down for undisclosed reasons.

After finding inspiration in Nicolas Ghesquierè’s AW12 collection for Balenciaga, he relocated to Milan, where he set up an atelier in the Italian fashion capital. The extended vision of Pyrex consisting of torn denim, tees and sweatpants which were tonally layered and screen-printed, splattered with paint or military patched, made up OffWhite’s first debut SS15 menswear collection. Within just two phenomenal seasons, Off-White SS16 was already showcasing its collection at the Paris Fashion week.

IKEA x VIRGIL ABLOH COLLABORATION

After his big debut, Virgil has continued to break boundaries and this can be seen through his collaboration with brands such as Heron Preston, Nike, Takashi Murakami, and even IKEA, each successful in their own right.. The seismic shift in his career was his appointment as the Men’s Artistic Director at the major French fashion house, Louis Vuitton, making him one of the few black designers to work there. The iconic first collection for Louis Vuitton was at the 2018 Men’s Fashion Week in Paris.

He has paved the way for youth in a way no one could ever imagine, and he continues to do just that. Abloh established the Virgil Abloh™️ “Post-Modern” Scholarship Fund (in partnership with the Fashion Scholarship Fund) to assist the black students pursuing fashion via fundraising and mentorship.

On his website is FREE GAME, a resource centre aimed at brands in their earliest phases that includes a step by step guide to building a brand based on his experience.

BURROWW-15 CLUTH BAG

WOMEN’S OUT “Ooo” SN

T OF OFFICE NEAKERS

Need to elevate your swag? Discover his collections and collaborations on the Off-White website or his personal website containing comprehensive archives of his work, www.canary-yellow.com

POPEL SHIRT

Styling with

Amo

Mike Von

Streetwear is back and better than ever. Whether you’re a minimalist in head-to-toe Comme Des Garcons or a maximalist styled in Gucci, curating a personal ensemble is plausible for everyone. From Y2K micro-mini skirts and rimless glasses to Modern Utility cargo trousers and boilersuits, we have an endless range of outfit inspiration to single out from.

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In association with Collective Soul, Inc and the The Art Exchange www.theartexchange.us www.uptownfunky.us

The essence of African

BEAUTY

and a journey of enlightenment

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African beauty is eclectic, it can be expressed through hair, character and countless other distinctive features. Let’s embark on a journey of enlightenment and uncover the true essence of what characterises the aesthetic of Africa. Ready to rediscover Africa through us?

Our top ten favourite Woolworths Beauty Products

you will love!

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5 4 1. Exfoliating face mask 2. Sensu EDT 3. Hand foam cleanser pineapple 4. Shea butter and honey body butter 5. Oval foundation brush

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6. Mineral foundation 7. Ultimate colour lip gloss 8. Cushion concealer pen 9. Gel nail polish in plum 10. Distraction after Midnight eau de toilette

Get the look for her Our talented makeup artist Syd gives us a step-by-step guide on how she achieved this stunning look and which products she used.

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Milani Cosmetics conceal + perfect 2 in 1 shade 14A cocoa

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Primed the face with prep+prime skin

For the eyebrows, I used Benefit cosmetic KA Brow Gel

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To conceal I used Mac studio fix conceal and correct pallet: shade Orange

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Eyelashes are from KISS

I cut the crease with the P. Luis base shade Rumors 04.

Then I applied NYX ultra pearl pigment in shade Gold

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I applied the foundation and highlighted her face with Juvia’s I AM Magic concealed shade 15. Contoured her face with Mac mineralized skin finish natural bronzer shade dark deepest. Then I added color pop super shock cheek bronzer shade poolside.

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Sprayed her face with Mac cosmetics PREP + PRIME FIX+ SHIMMER

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I applied the gold guiding flakes on her neck and shoulder. I stuck it with lash glue from Bourgeois

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I mixed a gold pigment from the Juvia’s place palette Nubian 2 shade Nairobi and the Lipglass (gloss) from Mac cosmetics.

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Mascara: mac Magic extension

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Our Turmeric Toner contains a blend of botanical ingredients and Niacinamide to brighten skin tone and leave you with an enviable glow all year long.

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OE Lit was founded by Avril Moses, affectionately known as Mbali by friends and family, out of her passion for candles and diffusers, as well as all things ornamental for interiors. She wanted to develop something that would bring tranquillity, calm, and a sense of peace, especially in the times we are living in. SOE products are all handcrafted and hand poured with the most sumptuous fragrances that resemble perfumes and colognes.

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“Don’t compromise on the quality of your branding and products, research, take time to establish what you want your customers to get from your products.”

What was the inspiration for your company’s name?

A Sprinkle of Ebony, Ebony refers to brown girl magic. I simply wanted to add a touch of Ebony to everyone’s lives, brown & neutrals are the colour of balance and earthy.

Everyone needs to feel grounded!

What was the outcome of your first effort at manufacturing homemade candles?

The first few candles were a mess, a lot of sinkholes(uneven), bubbles in set product, very common mistakes new crafters make but I quickly got the hang of it.

What is it about making your products that you like the most?

The whole creative process of my products is a satisfying experience, creating something that will bring my clients serenity & peace.

What is the most common jar candle mistake made by unskilled crafters?

All jars need to be able to hold hot candle wax because not all jars or glassware are made for this. It’s important to choose glassWhen you first started making jar can- ware specifically for hot candle wax and dles and diffusers, how did you learn also to understand the different degrees of to do it? temperature when pouring wax and adding YouTube videos and tutorials on my candle your fragrance at the correct temperature supplies website helped me tremendously. degrees.

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Your love for candles and scent led you to the idea of starting your own, what motivated you to take the leap especially in an extremely competitive market?

If not now, then when? That’s my motivation amidst power outages/loadshedding in South Africa and the COVID-19 pandemic.

I wanted to create a light in the dark; literally and figuratively.

What are the measures you think someone should take if they’re still looking for their unique scent?

Smell. Smell and the feelings it evokes within you. Go with your gut and what stimulates your good endorphins. Sometimes I choose my fragrances just from the name and the feeling it gives me and it builds expectation in my mind when I open it does not disappoint , 9/10 times going with my gut is effective.

have the end result in mind.

What advice would you provide to other candlemakers looking to establish their own business based on your early experiences?

Don’t compromise on the quality of your branding and products, research, take time to establish what you want your customers to get from your products. Always

Which scents are the most popular among your consumers, according to you?

Lemongrass, Lime & Ginger Vintage Gardenia Sandalwood & Bergamot Havana Nights Deliciously Brightwhat you want your customers to get from your products. Always have the end result in mind.

Tell us more about your heavenly scented products.

My line of fragrances are specifically made to transform the smell of your space from ordinary to opulent. It mimics the smell of colognes & perfumes therefore just like body fragrances hitting on different sensory notes such as musky, fresh, earthy, rich, summery, flowery, oceany etc but they all have opulence in common.

“Time is your greatest commodity, use it wisely!”

What part of your business does social media play? What are the benefits and drawbacks of using social media, in your opinion?

Social media plays a huge part in promoting one’s business and being visible online to hundreds and thousands of potential buyers as we clearly live in the digital age.

Pro’s: Instant visibility allows you to choose how to market yourself Drawbacks: Some online businesses in my experience create a false narrative about their product(that’s usually attached to numbers in terms

of followers). In some cases what you see online is not what you always get in reality especially amongst the smaller, less established businesses.

In my personal experience packaging ,presentation and even some of the actual products are not up to standard.

Even if said business owner has a huge online following that hardly guarantees good quality, good service or a good online holistic shopping experience.

up millions of South African & African homes one candle at a time and taking SOE Lit global!

Finally, what scent or feeling would you bottle if you could bottle anything in the world?

Peace, creating peace in any space or home allows us to find oneness within ourselves therefore sharing peace with those around us and whoever we come in-touch with & whomever those people we What can we expect in the touch reach. Creating a domifuture from SOE Lit? no effect of peace.

More Light! More awareness around social issues. Lighting

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Interview

T I NA S H E NYAMUDOKA At just 36 years old, Tinashe Nyamudoka is the winemaker, entrepreneur, sommelier and the founder of Kumusha Wines.

M

y name is Tinashe Nyamudoka, I was born and bred in Harare, Zimbabwe. I am a UNISA Accounting/Science dropout. I left Zimbabwe in 2008 and came to Cape Town to find work in restaurants, and that’s how I got introduced to wine— which led me to my current career path.

Since then I have earned a diploma from the Cape Wine Academy and a post-graduate diploma in wine business management from UCT, and completed a number of wine judging courses along the way.

I have always been curious, a goal-getter, but also very practical; if I set my eyes on something, I’ll go all out to make it happen without being afraid of taking risks.

What drives me is that I’ve always had an inborn need to constantly prove myself; I realized that I wasn’t an academic but en-

joyed entrepreneurship.When I started, all I knew was that I found pleasure in creating things; I like the process of building something from the ground up more than the completed project, so I am always looking for new opportunities. I look around me for inspiration, but primarily my inspiration is drawn from my grandfather. He wasn’t an entrepreneur but a successful rural communal farmer who I look up to; his story was never told, but I learned a lot from him.

What drew me to entrepreneurship and winemaking is definitely exposure; while working in the restaurants, I met many people who came to dine. I learnt a lot from interacting with business people, professionals, reading and networking—which opened my eyes.

When opportunities came my way, I took my chances, and my boss turned mentor encouraged me, Attie the winemaker, still helps me.

I think a business mind comes naturally to me, but it’s something I had to embrace and perfect over time.

When I tasted wine, it reminded me of being back at my grandfather’s farm eating wild fruits Mazhanje, Marororo, Matamba, and I would associate my wine with those indigenous flavours. I even created my own vocabulary. For instance, if I pick up Matamba (Southern African Wild fruit) in a wine, I’d know it was an old Chardonnay. When I created my own wine brand, I wanted to form the narrative that Africans can also associate wine flavours and aroma to wild fruits native to their countries. Since the wine was taking me back to Kumusha (home), I thought I should name it in my language.

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Kumusha is a Shona word that means your roots, your origins, or your home. It’s a brand I created during wine business school; after learning about the wine value chain, I knew I could start my own wine brand. I had experience in wine judging, I used to be a sommelier, plus I had business acumen.

The name resulted from failing to conceptualise European fruits like gooseberries, plums and blackberries, which I’d never tasted, but when I was studying, I had to make associations to them.

The motivation was around creating a new culture of inclusivity and making wine more approachable.

Historically, wine has also been reserved for the bourgeoisie, classy people, but I wanted it to be accessible to ordinary people like me. I didn’t want people to feel intimidated when they couldn’t pick up strawberry flavours in their wine as I did. Wine is about food, culture, places, and people, which ignited something in me—as ethnic people, we sometimes don’t appreciate our roots and upbringing enough. My wine is also a cultural statement.

The wines are very well appreciated; we sell out every year; I started with 1200 bottles three years ago, and this year alone, we’ve sold over 200 000 bottles! I’m exporting from South Africa to more than 21 states in the US, The Netherlands, Kenya and Zimbabwe—home, which is amazing. It’s sold in South Africa, Ghana and soon to be exported to Nigeria and the UK.

Finding Southern African flavour notes in wine

I’m always chasing personal goals; I believe that once you reach all your goals, then you cease to exist. My personal milestones that I’ve reached involve being independent and building something tangible — I built Kumusha Wines from the ground to become a successful business, and in the 2-3 years, I will create employment and change lives. I am also excited to build more businesses. On a professional level as a wine Sommelier, I’ve worked in some of the best hotels/restaurants in South Africa; I won the young Sommelier award in South Africa and Best Wine Service award in the Eat Out Guide. These are just my personal and professional achievements; however, I am still ambitious; I want to sell 1 million wine bottles in Africa within the next five years, and go beyond horizons.

The wine industry has so much potential from wine production, making, distribution and communication, writing and digital marketing. It’s all about finding what you are good at and your passion. Always think global; the world is your oyster! I started an African wine brand in South Africa, and now it’s selling worldwide, so anything is possible.

TRAVEL

Mélanie Yasfi

Morroco Written by Mélanie Yasfi

Images by Mélanie Yasfi

REDISCOVER

If you ask me what the most beautiful country to visit is, I’d say it’s Morocco. I may be biased because I am half Moroccan!

In all seriousness, this country has everything from the warm welcome, beautiful people to the scenery… the vibrant cities, the colorful art & culture and the scrumptious food! Anybody could have a great time in this very diverse and iconic country.

Growing up, I would travel to Morocco every few years to visit my family, however, I’ve never had the chance to spend more than two weeks there.

Now that I am on a sabbatical between jobs, I have decided to go on a one-month solo trip to explore my homeland.

I kept my itinerary short and sweet, and hopefully it’ll convince you to see Morocco for yourself and not just through my eyes.

1. Marrakech 2. The Atlas mountain 3. Drive through the Atlas to the Sahara Desert 4. The old city of Fes 5. The capital city of Rabat 6. The wild coast from Tangier to Essaouira, passing through the surf towns of Taghazout and Imsouane

THE BEAUTY OF

Marrackech

First, I landed in the heart of Marrakech. This is the famous and touristic city, known for its souk (market), Riads (typical Moroccan houses with a garden in the middle of the house) and rooftops. This city is not famous for nothing; the ambiance is exceptional. The town is buzzing day and night, and you have a place for all kinds of tastes.

What I would suggest when it comes to the souks is to shop in other parts of Morocco.

Not only will it be cheaper, but also the shop owners are less pushy in other towns.

You can head to the Jemaa el-Fna square, located in Medina (old town). You can visit the different riads, shops and restaurants, especially at night. The whole square becomes a huge food market where people can grab a bite to eat at various food stalls.

T

The Atlas

he good thing about Marrakech is that many tours depart from there, which led me to a day tour in Imlil city; located in The Atlas which I conveniently found on Airbnb Experience.

I like the Airbnb Experience, at least in Morocco, because they are created mainly by locals who want to show you the best of their hometown. The Airbnb Experience host grew up in Imlil, a Berber city in the Atlas, with beautiful hiking spots and views. We hiked through the town and the rocky mountain and then ended up at a local host’s house for a homemade tagine on their rooftop (a tagine is a coneshaped clay cooking vessel for the slowly simmered and generously spiced dishes).

Did you know you can go skiing in Morocco, and you can see snow on the highest point of the Atlas for majority of the year?

Its highest peak, Toubkal, is at 4167m! I am definitely saving that trek for my next visit.

The best time to visit the Atlas is around April and May, as it is spring, full of flowers, and the rivers are flowing, but you can still see the snowy part of the mountain.

As if it was still not enough, the tour included a stop by the Desert of Agafay, with a camel ride. I am not a fan of camel riding as it is too touristy for me, but it was actually so much fun. Just before the ride we were given the typical clothes that the people of the desert wear, with the very distinct blue scarfs covering your head.

THE DRIVE TO THE

Sahara

I decided to rent a car for the rest of the trip to travel to the Sahara. Over the years during my family visits, I never had the opportunity to visit the Sahara as it was too far from Rabat, where my family stay, and the visits were always short. So, this time I was excited for the road trip. I wouldn’t advise doing it alone as I did, especially in June, when this part of the country is so hot and dry, with temperatures as high as 45°C! Even with the air condition on full blast, driving 5 hours a day was tough, and you won’t enjoy most of the daytime. The drive through the mountains made the journey bearable, the desert roses within the gorges, made the landscape even more breathtaking.

If you decide to explore this part of the country, it’s best to drive through the Tizi n’Tichka route which goes through the Atlas where you will come across the red and orange mountain cities and oasis. If you stay on track you will pass through the famous Ait Benhaddou city where many movies are set (hello Game of Thrones fans), the Valley of the Roses, the Dades Valley, the Todra Gorges. Your journey will be complete once you arrive in either Merzouga or Erford, fondly known as the entrance of the desert.

The highlight of my trip was a night in the Sahara desert. You can not beat that, and it’s a must-do when you go to Morocco.

There are various options for every budget.

It usually includes a bumpy 4x4 ride to the camp, your own tent, food and drinks.

THE SURF COAST

Taghazout and Imsoune After a week with family, eating every two hours and napping twice a day (yes, that’s what happens when you stay with a Moroccan family), I met up with a cousin. We drove down the Atlantic coast towards Tangier where we came across numerous beautiful small towns.

Tangier is a culturally rich resort town also known as a gateway between Africa and Europe. Unless you want to stay in a nice hotel and chill by the pool and miss out on more cultural experiences, I would advise that you to drive up the coast to the cutest and smallest surf towns with a more laid-back vibe. The most famous town along the coast is Taghazout, internationally renowned for surf and yoga camps, healthy cafes and cozy restaurants. To avoid any disappoint or a drive back to Tangier, it’s wise to book your accommodation well in advance.

After a few days of amazing food, relaxing and surfing we drove to Imsouane which I would say is my favourite town so far.

Imsouane is a small fishing town surrounded by mountains and everything is within walking distance (you will not find an uber). The atmosphere is one of a kind, known for its breathtaking scenes, calmness, tranquility and perfect waves. We rented a house on top of the cliff with some of the best views I have ever seen. If you love your fish freshly cooked with the ocean sounds still humming, then this town has that covered.

LAST STOP

Essaouira

Whenever I am in Morocco, I always try to make time to visit this city and the novelty never wears off. I believe this is mainly because of the calm atmosphere, the history and the people that bring me back time and time again. Everyone is so friendly and living in the moment and most of the time I always end up meeting the most interesting people, talking for hours about our different experiences.

Essaouira is full of charming and quirky bars and restaurants. This magically city is considered to be one of the few cities in the country to truly experience Moroccan culture and history.

The old town is very authentic, as well as the ramparts of the ports you can visit. I also find that the people are stylish, without trying to be too classy like you may experience in Marrakech or Casablanca. It is in Essaouira that I usually do my shopping, mainly for the beautiful carpets!

As I head back home, I am full of gratitude and memories. I am already planning my next trip to Morocco, and I hope I’ve convinced you to do so too!

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