PRESENTATION OF RESEARCH FINDINGS
5.2 Observations of workshops and design focus group
5.2.4 African fashion designer: N M Interviewee Occupation Initial
Interview
Midway Interview
Concluding Email
Communication
N M Children’s
fashion designer
Visit, 2 Mar 2014
Visit and questionnaire, 17 May 2014
Email, 10 Jun 2014
“Today, I am designing African-inspired children's clothes, Kidz Korner, which is inspired not only by my love for kids, but by wanting to express that love through understanding their tastes and preferences in fashion, as trends evolve (N M, 2014).”
N M built Kidz Korner, which specialises in making African-inspired children’s clothing and accessories, born out of a love for children and fashion. She uses wax fabrics derived from Ethiopia, Nigeria, Mali, Ghana, Zambia and South Africa, each item is fun-stylish and unique, just like every child. Her ultimate object is for people in Africa and around the world to acknowledge and understand where the patterns and designs are from, as opposed to merely referring to them as “African” (N M, 2014).
Initial Interview
Keywords: African inspiration, children’s fashion design.
I met N M in the Design Indaba Expo 2014 where she was exhibiting her amazing children’s fashion designs. She introduced herself to me and we had a brief chat.
Her roots stem from KwaZulu Natal, Durban. She had always dreamed of being a dancer or an attorney when she was young. She said, “I realised the latter dream of being a lawyer but deep down I always loved the fashion world and silently complimented strangers with a unique sense of style as they walked by. I paid particular attention to the manner in which parents dressed their children, probably because from age seven, I could not wait to be a grown up so I would have the
111
freedom of wearing what I like to express myself and my mood of the day. Today, I am designing African-inspired children's clothes, Kidz Korner, which is inspired not only from my love for kids, but for wanting to express that love through understanding their tastes and preferences in fashion, as trends evolve.” I was attracted profoundly by her designs and asked her whether she would agree to do an in-depth interview. She gladly accepted.
Midway Interview
Keywords: African pattern and textile designs, traditional cultures and techniques, true nature of childhood.
I made an interview checklist questionnaire to do the midway interview with N M when I visited her studio. The questions and responses are as follows:
1. What is the background of Kidz Korner’s designs?
The background to the designs is distinguishable through African patterns and fabrics, fusing them with Western and European shapes that are either classic or part of the current fashion trend. The fabrics emanate from the entire African continent, ranging from Mali, Nigeria, Ghana, Ethiopia, Kenya and South Africa.
2. What is the rationale of your children's product design? Why did you choose to do children's fashion design specifically?
My inspiration for designing the clothes that I design is also inspired by travelling and seeing the type of children’s clothes that are available in the Western markets as well as South African ones. The quality and designs are exceptional, without a doubt, but I noticed that something is missing. That was the beautiful textures, designs and patterns found in African fabrics. I wanted to see it incorporated in the everyday outfits of children. Not just at African functions such as traditional weddings or celebrations.
There is so much that can be explored and done with the beautiful fabrics, which all have a special meaning or story to tell. What particularly bothered me was the fact that when the African arises in the fashion world, the first thing that often comes to
peoples mind is Tiger design or animal prints. That, to me, is not the only way in which Africa's uniqueness can be known or understood to be.
3. What is the process of your fashion design?
The process of my design basically starts from me getting inspiration to do certain cuts and play with different bold colours that children will feel good in. After choosing the fabrics, I blend them with various textiles from linen to cotton to wool.
4. What do you think about the traditional African culture influence design now?
I think that it is still a concept the world is beginning to understand and see more and more often especially from big brands that design couture. Yet, there remains a lack of information as to what the meanings of the prints are. Fabrics and prints from different African countries tell unique stories, although sometimes similar. I would like to continue making functional, fun and fashionable clothes that will tell a story about Africa other than the animal prints that the world has become accustomed to.
5. If product designers use the traditional designs or techniques, like you used the African traditional textiles in fashion design, do you think it is marketable? Why?
Yes it is marketable especially, for kids, it is comfortable and mixed with material such as denim, stretch material such as leggings or cool items such as hoodies which children around the world can relate to and enjoy wearing.
6. What is the most important element for the children's product market?
The most important is to allow kids to be kids. Their garments must express individuality yet at the same time express the true nature of childhood.
7. What is the plan of your fashion design in the future? Will you extend the range of your products?
Yes. I will expand my products to accommodate trends and styles currently worn by
113
in August so I can show those in the children's clothing industry from Europe and USA how modern clothes can be blended with a touch of African fabrics.
Concluding - Email Communication
N M emailed me pictures of her fashion design examples (seen in Figure 5.22) that she just finished during June (2014) and exhibited in the 2014 Playtime New York Kids Tradeshow in August.
Figure 5.22
Kidz Korner fashion designs (Photograph, N M, 2014)