Bold blend of rock art and cubism

Label draws inspiration from the indigenous Khoisan and Pablo Picasso’s cubist movement

SELFI is a label that makes one sit up and take notice. It’s funky yet simple, fresh and forward-thinking. The brand was created in 2009, but in recent years has been quick to rise, picking up the attention of fashion fiends, blogs and critics across the country.

Cape-Town based Celeste Arendse is the brainchild behind Selfi which showcases a range of clothes and accessories for men and women.

The label’s designs are known for bright colour with minimal design. The Autumn/ Winter 2016 collection was launched last week at The Mercedez Benz Fashion Week in Joburg.

The collection draws inspiration from the indigenous Khoisan as well as Pablo Picasso’s cubist style.

The range sees a return to basics, combining linen, kishibo and rayon in simple and comfortable style, but using print and colour in a bold way.

The influence of San-rock painting is blended with an African interpretation of Picasso’s paintings and the female form during his cubist period.

The collection is an exploration of tones of mahogany, chocolate browns and camel that incorporate graphic lines of navy blue, sage and pearl into prints.

Collaborations on leather bags were carried out with Cape Town based jewellery designer Giselle Human, from WAIF.

Arendse completed her studies in fashion design at Cape Peninsula University of Technology and thereafter worked at a high-end local brand Kluk CGDT.

She became Elle’s New Talent finalist in 2009 and from there ventured into creating her own brand.

Last year, Selfi was exposed at Pure London and New York Fashion Week.

The name “Selfi” has no reference to “selfie” as it is known today, but rather was inspired by surrealism, referring to the self and a child-like approach to playing with form and print.

● Selfi items can be found at the Old Biscuit Mill ( Woodstock), Mungo and Jemima (CBD) and South African Market (CBD).

See www. selfi. co. za. Instagram: @selfistudios. Twitter: @livethyselfi

RENAISSANCE: Rust Sailor stripe shirt dress, R880. Linen nimbus waist coat, R890. Leather Selfi x Waif leather bag, R2 200.

BEAUTIFUL IN BLACK: Surreal Picasso ladies shirt, R780. Black linen V-neck dress, R890. Selfi oval leather tote, R1 200.

COOL COMBINATION: Surreal Picasso printed scarf, R250. Surreal Picasso button-down V dress, R980. Denim cardi, R890.

AFRICAN ARTIST: Surreal koi men’s shirt, R780. Threequarter, camel drawstring pants, R780.