I have launched a Fashion Q&A series on Scarlet Aura where I interview fashion industry folk, and established and upcoming local fashion designers. I believe that you need to surround yourself with those that are where you aspire to be and I find that with each Q&A feature, I’m learning something new that truly inspires the budding designer in me to take things to the next level!
It is my pleasure to present to you my Fashion Q&A feature with Deeva van der Merwe, creator and designer of the fashion label Merwe Mode. Merwe Mode is one of the brands that are part of the collaboration between 6 proudly South African designers, bringing a fresh and unique design element to a shop space in Johannesburg known as Convoy.
Convoy officially launches to the media this week, and the open day shopping experience takes place on Saturday, 28 May at the Bamboo Centre. If you’re in the Johannesburg area, you’re so lucky because you get to rub shoulders with the designers – including Merwe Mode (of course), Selfi, Hannah Collection, Heart & Heritage, W35T, and Black Betty. It is not set in stone, but Convoy is pending to open at some point in Cape Town… fingers crossed!
Without further ado, scroll further read my Fashion Q&A with the lovely Deeva of Merwe Mode.
Fashion Q&A with Deeva of Merwe Mode
Fashion is a platform in which each individual can express themselves through purely their exterior.
What made you decide to pursue a career in fashion?
I have always had an interesting style growing up, very theatrical and avant garde. I remember dressing like a boy often and sometimes a Geisha, luckily I went to Constantia Waldorf in which this type of behavior and self expression was accepted.
Do you have a specific research process when you start a new collection?
When I develop a new collection it is usually a very close derivative of what I am personally experiencing at that given time. So through my emotional journey is where usually my new collection births. Then it evolves and fattens up with things that are inspiring to me, whether it be movement, process, vision, painting, they are usually simple things that heighten my creative force.
What do you enjoy most about designing clothes and what is the most challenging?
The best and the worst of it is that you have to become a constant problem solver, accepting this early helps a lot with time. Nothing ever runs smoothly and usually the things that go wrong are the things that adapt into the most beautiful part of whatever I am creating. Adapt or die!
How would you describe your design style?
Androgynous looks with unique detailing and quirky tailoring. It’s main inspirations derive from an Afro Asian stem, keeping European high street style fashion as its main focus to ensure the customer receives a wearable garment that blends in well with their already existing wardrobes and specific taste requirements. We strive to create timeless, good quality, easy wearing pieces that can be worn for any occasion.
What do you think are the future trends in fashion?
The colour Lilac will be massive soon.
What advice would you give those interested in pursuing a career in fashion design today?
It’s hard work out there, it’s a passion based field, you have to accept its an art form, the love needs to be stronger than the success expected.
What impact do you feel fashion bloggers have on the industry today and where do you see it going in the future?
I believe fashion bloggers are an absolute must, they take everything that is happening and allow the public to view it immediately. Who knows what the future holds, but by the looks of things, blogging is winning.
What is your inspiration behind your collection?
Inchoate Etiquette is a rebirth of Merwe Mode’s stance in fashion design appeal. It’s the beginning stages of a new vision for the brand by entering into a new society. It addresses that ideas and starting fresh are a little messy or imperfect at first, but through will power all comes together. This collection symbolises the state of disarray which is the fundamental ingredient to a customary code of elegance.
Inchoate Etiquette is a canvas created for all young professionals, to be able to style their wardrobe in their own unique way. This is a collection of confidence and refinement.
How can we get our hands on your collection?