5 South African minimalistic fashion brands you should know

Fashion does not always have to be loud or in your face - nor does it mean boring or dull colours. Made popular in the 80s by Japanese designers Yohi Yamamoto and Rei Kawakubo minimalism fashion embraces the art of simplicity, focusing on clean linen and attention to detail. Minimalism has globally spread like a wildfire over the past few years, with over 137 million posts on TikTok, becoming a lifestyle for many fashion influencers.

We have rounded up some of our local fashion brands, who exude minimalism, sustainability and quality over quantity.

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Enhle Mbali stunned in a pink tiered dress in honour of legendary actress, Connie Chiume

Designed with the modern woman in mind, Hannah Lavery is the brain child of Hannah Lavery, a fashion graduate who took the leap of faith after attaining her diploma by pursuing her calling. Inspired by classic style, Hannah Lavery celebrates the diversity of women’s shape through garments, their collection come in neutral tones offer a highly crafted range from natural fibres to help you create wardrobes of longevity.

Sitting Pretty

A combination of boho chic and urban sophistication, Sitting Pretty is a Cape Town based fashion brand that embrace comfort and environmental consciousness. They create simple and relaxed pieces, with a play of colour, texture, and, print. The brands source natural fibres and pride itself in playing part in the evolution of slow fashion in South Africa.

SELFI

Bold yet minimalistic, SELFI specialises in creating unique ethical garments.Founded by Celeste Lee Arendse the label draws inspiration from the country’s rich culture and heritage with each piece crafted with a personal touch and great attention to detail.

Me&B

Me&B is a mother and daughter fashion brand that wanted to make cool clothes that are accessible to all and fair in price. The brand design bespoke apparel that makes you feel comfortable. Both in your body and your style. Betina and Kelly believe in boosting their customer’s confidence through fashion. Each piece is designed to feel perfect for now but also fit for years to come.

UNI FORM

Based in the bustling city of Joburg, UNI FORM is a quite luxury contemporary brand founded by Luke Radloff who also sits as the creative director of the brand. The label is rooted in quality and garment development. UNI FORM’s ultimate goal is to transcend outdated notions of what Africa has to offer, rather push its design economy to that of any major fashion capital.