MY WORLD

SHANA MOR­LAND, THE DE­SIGNER BE­HIND FUN AND FLIRTY BRAND SHANA, SPEAKS TO MC ABOUT HER AS­PI­RA­TIONS AND BE­ING YOUNG IN DE­SIGN

Marie Claire (South Africa) - - CLOSE-UP - AS TOLD TO JARED ETHAN BLAKE

igrew up in a cre­ative fam­ily. My dad was an art di­rec­tor and my mother worked as a wardrobe stylist. From a young age I would follow her around while she sourced for shoots and helped out with elab­o­rate cos­tumes, and would spend hours sit­ting in front of the TV bead­ing, and cre­at­ing my own things. I also dreamt that one day I would have my own deli or restau­rant, as I love mak­ing beau­ti­ful dishes with fresh in­gre­di­ents.

We launched the Shana la­bel in 2011.My first taste of re­tail was at a neigh­bour­goods mar­ket, where I traded once a week on Satur­days, come rain or shine. From there my out­let was a pop-up shop in Kloof Street with two other de­sign­ers: it was in­tended as a two-week event, but it’s now been run­ning for one and a half years. Since we started show­ing at Mercedes-Benz Fash­ion Week we have seen a ma­jor in­crease in me­dia cov­er­age,which has man­aged to push my brand into a good po­si­tion in the South African in­dus­try.We hope to con­tinue grow­ing the la­bel to reach an in­ter­na­tional mar­ket.

If you’re pas­sion­ate and en­thu­si­as­tic about your goals, there is no bet­ter time for you than right now.I be­lieve that young de­sign­ers should con­sider work­ing for an es­tab­lished de­signer or de­sign house to gain ex­pe­ri­ence in both the de­sign and business as­pects of the in­dus­try. Al­ways stay true to who you are as a de­signer, but still be able to lis­ten to what the mar­ket is look­ing for and keep your de­signs re­lat­able.For me, my mom, Ste­fa­nia Mor­land, is my num­ber-one fash­ion icon and men­tor. I also ad­mire in­ter­na­tional fash­ion de­sign­ers Karl Lager­feld, Bal­main and Is­abel Marant.

I have ever-chang­ing and var­ied fash­ion tastes. Right now, I’m in love with a pair of black leather wedge sneak­ers with tex­tured in­serts – great for day and night. Most of my out­fits start with a satin slip,lay­ered with tops.I have a pair of leather thigh-high boots that have lasted many win­ters and I plan on mak­ing them last for many more.

I have learnt that work­ing hard is the most im­por­tant ‘tal­ent’ you can have. Both my par­ents work ex­tremely hard – you can see the pas­sion they have for their work and per­sonal lives.My wish is to be great as I can be my­self,but to do so in their foot­steps.

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