AGELESS ELEGANCE

Designer Hugo Flear talks to Nothemba Mkhondo about how #ageless is more than the message behind his latest A/W19 collection, it’s about creating clothing for strong women with a zest for life

WWhere did the Hugo Flear brand

begin? When I was in my final year of studying BA Fashion Design at Cape Town University of Technology, I was selected for the African Fashion International ( AFI) Fast Track programme for young designers. It offered me a mentorship with local designer Gabby Rosenwerth, where I gained valuable knowledge about natural fibres like linen and cotton. I became the daywear designer at Habits, where I was exposed to the mature womenswear market. In 2016 I did my first linen capsule range that sold out in the first week. I started the Hugo Flear brand. I do all my own print designs and then the artwork is digitally printed in Cape Town on the garments.

What is the Hugo Flear signature?

Hugo Flear’s garments are designed to make women feel beautiful. The Italian linen used in the garments has a luxurious look and feel. Nobody wears a Hugo Flear garment without being noticed. It is the only locally designed and manufactured women’s clothing brand that uses Italian linen.

Tell us about the key pieces in the #ageless collection.

The Winter 2019 collection is built around a five-way jersey, and long and short parka coats, which are all worn over linen dresses. We have the Lucinda coat — a lightweight, water repellent peachskin is used to create a long coat that is wind resistant and warm and lightweight. We also have the two-way coat — a printed peachskin for every day that is a “go to piece” that can be worn as a raincoat, but mostly as a statement piece. Then there is the 5 Way Jersey — a 100% cotton and linen jersey that offers multiple dress solutions. We also have the Yoco dress/long coat — the offcentre zip detail on this garment provides a modern look and feel with darts on the back for a fantastic body shaping effect. Then, lastly, the Colette dress. This is a 100% Italian linen dress with a bubble hip shape.

Why did you decide to create an ageless collection?

The feedback we got for our more mature customers all told the story of “inner children”. All these women were strong and had incredible stories about survival and a zest for life. Their spirits all shone through and told a story of moms and grannies admired because they have the courage to live life to the fullest.

What does #ageless mean to you?

#ageless does not stand for perfect, it does not stand for wealthy or only outer beauty. It stands for survival, standing up for what you believe in and knowing that if you believe you are beautiful the world will see your #ageless beauty. Ageless fashion should have classic design elements and luxury materials as its foundation.

Tell us about why you chose these specific women for your campaign?

The five women we chose — Jackie Burger, Ingrid Irma Jones, Shany van den Berg,

Deborah Chambers and Anja van de Zand, each serve as an inspiration for other women.