Ex-Miss SA shows ‘What’s Beneath’
Tatum Keshwar speaks to Helen Herimbi about being Brand Ignitor of ‘Jockey by David Tlale’ AW17 range
DAVID Tlale is one of the most prolific forces in fashion. His collections have always made the news and during Mercedes-Benz Fashion Week Cape Town, his off-site showcase was welcome respite from the bad weather.
Now the designer has returned with yet another collection as a part of his collaborative relationship with underwear brand Jockey. It’s the Autumn/Winter 2017 range.
This time around, Tlale chose Tatum Keshwar, Miss South Africa in 2008, to be Brand Ignitor of AW17 collaborative range. We caught up with Keshwar, who let us in on her new duties. What are your earliest Jockey memories?
They’re from when I was in high school. I remember the campaign billboards and TV ads and the wholesome image they portrayed. I remember wanting to be a Jockey girl. I also remember the 90s trend of having the Jockey band showing above the top your jeans. I remember thinking how cool, yet daring! How did you become the Brand Ignitor of AW17 collaborative range?
I have always known I wanted to do a campaign with the Jockey brand, because I feel a resonance with what the brand portrays: freshness, wholesomeness and confidence. In the same way that I have a strong resonance with the brand that is David Tlale. David and I have worked together for years and have become quite close. I understand his brand well and I buy into the vision for the direction he is taking it. We have a great synergy, so it just made sense that when the opportunity for a collaboration was presented, I would jump to work with two incredible brands that promote the empowerment and celebration of women and the body as beautiful. What does this position entail?
Being a Brand Ignitor for Jockey entails leveraging my profile and influence to highlight this wonderful collaboration between Jockey and David Tlale for the Jockey by David Tlale “What’s Beneath” range. Were you privy to the designs beforehand and did you give any input?
Being as close to David as I am, I am always in his studio looking over his shoulder as he conceptualises his next masterpiece. So I am always seeing things in the raw form way before he presents them to the world.
That being said, one never disturbs a maestro at work! I did get to see the prints being formed and refined, and the beautiful fabrications of mesh and lace that were going to be used, and I just knew the range would be something I would love to wear!
The Jockey design team has perfectly executed David’s vision for this range. When competing for Miss SA, contestants wear revealing garments like the ones in this range on stage. Where do you draw the confidence?
As a former Miss SA, I’ve been fortunate to wear many glamorous pieces in my life. But you can feel glamorous in just about anything you wear.
I believe confidence comes from within, and that it starts in the mind. I subscribe to the saying: a healthy body produces a healthy mind. I keep my confidence in myself in tact by nourishing my body and mind. I eat healthily, exercise regularly, keep up to date with current affairs and read a lot.
I create a positive, healthy lifestyle. The feelings behind the range of fantasy, luxury, sensuality and indulgence all lend themselves to, and are an extension of, what we can feel when we are confident in our skin and in what’s beneath.
Which is your favourite piece in the collection and why?
I love every single piece in this range, as there is one for every mood and feeling I could possibly want to feel and evoke in my day-to-day living.
My faves are the body suits and bralettes that can double up as cheeky tops when you’re feeling sensual and want to share that feeling with those around you, with a pair of jeans, a heel and maybe a blazer!
Who is the ideal consumer for this particular collection with David Tlale?
What’s amazing about this astutely designed and positioned collection is the wonderful crossover appeal it has. It appeals to the young woman who is looking for something trendy to express herself with – as seen in the ombre print and on-trend colour palette.
It appeals to the independent woman who knows what she wants. With the range having evolved from last year’s collection, “Live Fierce”, “What’s Beneath” also appeals to the woman who ... is comfortable in her skin. She expresses herself in the same way that “What’s Beneath” has been inspired by the natural contours and movement of the body. All the elements that make us beautifully human!
I remember the 90s trend of having the Jockey band showing above the top of your jeans. I remember thinking how cool!