“I want to leave a legacy that spans through generations, of being a brand that created jobs; built communities and changed the perception of what design and could be.”
Mihlali Yawa is a 23-year-old designer currently doing her Honours in Fashion at LISOF. She describes herself as a lover of all things wholesome, beautiful and artisanal. This interview takes us through her fashion journey and one also gains some perspective on the fashion industry.
Q: WHAT IS YOUR VISION FOR YOUR BRAND?
A:My vision for my brand YAWA, is it to be an internationally recognized brand that is a household name. My vision, is to further the design scope of South Africa and the entire
African diaspora. I draw a lot of my influence (in terms of where I want to be) from creative directors Asanda Sizani and Anne Wintour, then design wise from Rich Mnisi; Fezeka Qobose and a brand by the name of Fenoel.
Q: WHAT IS YOUR BIGGEST CHALLENGE WHEN IT COEMS TO YOUR BUSINESS?
A:People investing in it. For example, a client would rather spend R20 000 in an existing store or known designer than you because they fell it is better use of their money. People don’t trust someone who doesn’t have a “name” behind them.
Q: DO YOU REMEMBER THE FEELING OF COMPLETELY YOUR FIRST COLLECTION/FIRST PIECE?
A:I do – to be honest, the feeling I experienced was that of relief and then disappointment. I was relieved because I was under pressure to produce this collection for school and I could finally sleep but then I was disappointed because the collection had been changed/adapted a lot and I didn’t necessarily feel that I was my own. I didn’t fight enough for my initial ideas and concept, it morphed into something else, although beautiful but not my own. Moral of the story, stick to your guns. Selling my first piece, however, was really great, an entire person paid me for something I made with my hands – it was bliss!
Q: WHAT IS THE ONE THING YOU COULD CHANGE ABOUT THE INDUSTRY?
A:Specifically, in South Africa, the amount of closed doors there are. As a designer, the only way to improve your craft, is to be constantly working on it. South African designers (some) don’t open their doors to young, inexperienced people and put them in a position of learning. When I make it, my first step to give back would be to establish an internship programme to upcoming designers. Secondly, I would change the “face” value of the industry as being one of humility; active change and advancement.
Q: CAN YOU MAKE ME A DRESS? (HOW MANY TIMES HAVE YOU HEARD THAT?)
A: More than I would like to admit and it is usually followed up by an over sceptical “really? (lol). I’ve since learnt that this question is all about gauging my confidence more than anything. If I answer cowardly, the person will walk but if I stand my ground, I know money is coming soon.
Q: WHAT IS THE BIGGEST MISINTERPRETATION THAT STUDENTS HAVE GOING TO FASHION SCHOOL?
A:That it is going to be glamorous; easy and you are going to meet influential industry people every day. A lot of people don’t understand/know that the fashion shows/shoots and meeting people, is maybe 10% of the job. The other 90% is you researching and sitting behind a sewing machine at odd hours of the night.
Q: ADVICE FOR UPCOMING DESIGNERS?
A: Work as much as possible, regardless of the job. Constantly work on your craft and operate out of your boundaries.
u'kottoni 