‘Where does it all come from?’ I was recently asked by a friend. I must be honest, while answering this broad question, because let’s face it design is a multi faceted process, I realised I probably do not give this design process enough credit. Between juggling accounts, production and HR matters, the design process is often a response, and not a process that I have the luxury of immersing myself into on a full time basis. Luckily with several international trade fairs lined up, I am forced to take the time needed to make design happen. An amazing team who makes Rarity’s design dreams a reality, a brilliant production management team who keeps it all running efficiently, and general excitement about the new shapes and colours that will re-energise production, are some of the elements that help and motivate me into action.
So where does it come from? At Rarity we have a strong sense of our identity, and of the consumer who values our product. This adventurous and expressive client, yes you, is excited to make a statement with our signature styles. A conscious consumer, who likes the story behind our brand ,and who knows that our beautiful designs are made in responsibly sourced materials, by happy hands. This stylishly selective client is not a slave to fashion, and has a keen eye for trends, so our shapes, designs and colour choices are influenced by the global trends that support our design ethic .
Finding our unique signature has taken years. Sophisticated new world fast fashion markets can be somewhat intimidating to a designer trying to impress a global audience, while working in a studio at the tip of Africa. But, understanding our responsibility to design ethical fashion that is on trend, skilfully crafted, and competitive has been a somewhat of a recent revelation to us. We now see that there is a place in the design world for our unique perspective, and that as South Africans, we certainly have plenty of this. At Rarity our ability to celebrate our African heritage of natural resources, and translate them into modern usable art forms is where we have found our happy!
We know you find your happy when you carry a Rarity design, and we love designing for you!
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