FAITH, FABRIC & FASHION
For almost 20 years David Tlale, SA’s global style icon, has been creating experiences for customers — and he’s about to take a step into sportswear.
Edging close to 20 years in the fashion industry, David Tlale and his brand have held on to the front row with strong collections that have dominated from local shores to the runways of Lagos, Paris and New York. A steadfast approach to luxury is what has kept the brand alive, something Tlale does by celebrating the past and looking to the future. Now based in the historical Rand Club in downtown Joburg, I meet the designer to find out what’s happening in the ever-moving fashion lane.
Touring the new space, I meet his staff, dressed in their usual all-black attire. A uniform worn by the building’s security guards has a splash of orange on the necktie and bears a print that resembles Tlale’s second Avon collection.
His signature can be seen in every corner of the new space, especially on the walls of his office. Framed snapshots of past collections, portraits that include his late mother, Joyce Tlale, and the iconic black and gold throne he has sat on for the past 13 years, line the walls. But the nostalgic mood of the room is built around embracing the success of the brand and the many people who have touched his life through art.
“I enjoy creating experiences for customers. We want people to feel complete and we want you to feel at home,” says Tlale.
Tlale’s imagination has not waned and this is witnessed in his multi-sleeved waistcoat, the concept of which came from his own muse — his faith. “As a creative or as an artist, it’s a constant journey. You never cease creating and you never cease to be inspired. You know exactly what your creative spirit wants and it’s like breathing and what makes us breathe. All the boxes are ticked,” he says.
“Am I ever worried that I’m not going to be creative? No, I’m not, because I serve a God who is the master creator and his creativity never comes to an end. I might wake up tomorrow and I might be tired, but I know He will give me that idea of making seven jackets into one.”
This outfit was bought at Paris
Fashion Week Spring/Summer, but Tlale was happy to recreate it for our recent photo shoot. The garment represents the hard work and creativity that goes into the many looks that leave Tlale’s studio. This includes the prints created in collaboration with Sir
Abner to the carefully considered sewing skills of the team that has been with him through the years.
It is vital for a brand like Tlale’s to continue making its mark as South Africans fall in love with high-end fashion products.
In 2019, the fashion industry enjoyed a significant jump in sales, contributing R1billion to the GDP. The e-commerce space also enjoyed a boom, aided by Covid lockdowns that pushed shopaholics from stores to virtual carts. As one of SA’s most beloved luxury brands, Tlale has afforded himself a sweet spot for success. This is something we laugh about when discussing the bold steps he took in opening his fourth flagship store, in Cape Town.
“Opening the four stores during the pandemic was one of the most daunting things we could do. But I know if we did not do that, I don’t think we would be here,” says Tlale, who took the leap of faith seeking a fashion miracle.
Though the Cape Town store has since closed, Tlale has seen growth at his stores in Ghana and Rwanda. “It redirected my vision so I could focus on what I have at home,” he says. Having made his mark in the world of “affordable luxury” in recent collaborations with cosmetics giant Avon, Tlale has left the door open for future ventures. As the likes of Balenciaga, Gucci and local footwear brand Bathu dominate the athleisure space, Tlale is looking forward to taking a step into the sportswear scene.
The designer continues the optimism of his feel-good-themed Spring/Summer show with his upcoming collection that promises striking colours and animal prints as he continues to make his mark on the South African fashion landscape.