Style Star – Athi Myataza

Athi Myataza spills the beans on her stylish life and career journey

Tell My full us more name about is Athi-Afikile yourself. Myataza, and I Eastern grew up Cape. in a small I’m 33 town years called old, Alice and my in life the has creativity been defined and honesty. by the I pursuit was never of beauty, one of those wanted people to be. who I allowed knew life exactly to unveil who itself they slowly to me — layer by layer. What is Athi all about?

I’m currently an account director at one of the top black-owned agencies in the country – DNA Brand Architects. My career experience has solidified me in the PR and luxury fashion spaces, having worked as PR manager at L’Oréal South Africa and station publicist at YFM. In the publishing world, my experience includes Destiny magazine and contributing credits to TRUELOVE,

Forbes Woman Africa and Sunday Times.

Most recently, I was the creative director of VBS Luxury Group. How would you describe your own style?

I wear clothes from a lot of African designers, and I love those who challenge the world’s idea of what African fashion is about. I adore simple and functional pieces that have an unexpected design element, and I live in neutral tones. I only break out of those for special events! When did you get your first big break in the industry?

I haven’t had a linear path, and I’ve dabbled in whatever piqued my interest at any given time. I’ve had many breaks; it’s hard to pick just one. What are you most proud of in your career?

A few years ago, when I was working at L’Oréal, we commissioned a couture Maxhosa dress that was unveiled at AFI Fashion Week for a collaboration with nail brand, Essie. Seeing that dress still gives me goosebumps! What excites you most about fashion?

Everything! At the moment, I’m excited to see a return to fashion that lasts, and where sustainability is not just a buzzword. I think it will be kinder to the environment and creativity because designers won’t have to churn things out on unrealistic timelines. Africa is the next unexplored territory in fashion, and that kind of rhythm is a better fit for our DNA. We are all about detail and craftsmanship. That takes time. If you could go back to the beginning of your career, what would you tell yourself ?

Focus on building knowledge, honing your craft and being an expert at what you do. Don’t impose silly deadlines on yourself.

What’s the one thing you won’t compromise on?

Great skincare – that’s a lifetime investment. Gucci or Louis Vuitton?

Neither. Prada. Casual or formal?

Casual – I love being comfortable, and dislike fussy clothing. What’s the one fashion rule you disagree with, and why?

Most of them, to be honest. I believe that fashion should allow people to express themselves and break any rule they want. Favourite fragrance?

Byredo Blanche. Sunglasses or watches?

Sunglasses. I wear very minimal jewellery. I even stopped wearing earrings years ago. Dream destination, and why?

St. Barts. It’s uber exclusive, and I secretly hope to bump into Beyoncé and Jay-Z [chuckles]! What rookie mistake did you make when starting out?

I was hard on myself and compared my journey to that of

others around me. I just needed to relax and understand that everyone’s timing is different. That would have made me a lot happier. What fascinates you, and how does it feed into your work?

I’m fascinated by pop culture and how it feeds into fashion, art and music. I love seeing the journey of a concept that lives in its purest form until it trickles down into the mainstream. In my work, brands need to be advised by a team that has its ear to the ground, and an innate understanding of its environment. You can’t fake that kind of insight. What’s the best piece of business advice you have ever heard?

Start now, where you are, and with what you have. What are you currently reading?

The Defining Decade by clinical psychologist Meg Jay. It makes me understand why I made certain choices in my early years, and how to get out of my own way. It is a tough, but very necessary read. What five songs are you currently listening to?

Settling by Summer Walker, Beef FloMix by Flo Milli, Dreams by Solange, Vibe by Cookie Kawaii and Incantation by Moses Sumney. What would you like to achieve in 2020?

After what the world’s gone through collectively this year, I’m at a place where I’m less about ticking things off a checklist, and more about wanting human beings to be more connected to their inner selves, and one another. That’s all that should matter going forward.