The idea that edgy
style could be combined with soft, flowing, feminine fabrics was completely
strange to me until I fell in love with Hoiden. Proof that anything is possible
in the world of fashion.
During the month of
December 2010, two young designers sat down to start creating a range of
controversially unique, but surprisingly complementing designing styles and
conceptualised the idea that is Hoiden Clothing. The minds behind this
pioneering clothing label are respectively known as fun, feminine Este van der
Merwe and daring rebel Marjorie Erasmus. I had been granted the privilege of
recently meeting up with these two aspiring young ladies to determine how
Hoiden was born and how they made it possible to combine such two contrasting
unique styles.
Based in the windy
city of Port Elizabeth, Marjorie and Este blew onto the fashion scene not long
after graduating from NMMU, which was also where the two met each other and
became friends. It wasn’t long after their graduation that the fashion industry
of South
Africa took notice
of Hoiden. It was in April last year that Marjorie and Este were invited to
share their brilliance on the runway of the Jo’burg Fashion Week in the Emerging Designers category.
Of the experience,
Este gushes: “It was like a new-born taking its first breath of life.” “And we
were the proud parents backstage waiting in anticipation to hear and see the
audience’s reaction to our creation”, Marjorie adds. They weren’t disappointed
either. Well-established fashion critics gave two thumbs up to the designers
and encouraged their forward thinking.
“We actually didn’t expect that so many people would show up”, says Este as she reflects on how the venue nearly burst at the seams when supporters and friends showed up to see the Charlie Chaplin-inspired couture range that made them local celebrities.
Midway through the
year, Hoiden was offered rail space in Plush, a high-end boutique that offers
clients exclusive clothing by local designers.
Finally it was time
for Hoiden to go casual. The beginning of August gave rise to the creation of a
range unlike any other seen before. Marjorie and Este worked day and night to
put together garments that reflected both of their distinctive styles. The end
result was a range that gave new meaning to soft layers of pastels, flowing
lace and asymmetric trimming with a sensual twist of French chic.
To celebrate their
new spring/ summer range and their launch at Plush Boutique, Hoiden together
with a group of first year Public Relations students under the company name,
Masquerade Productions put together a plush event titled ‘The New Romantics of
2012’. The launch drew a lot of media attention and ensured even more exposure
for Hoiden. Their new romantic range captured the hearts of all who attended
the event in October this year. The occasion confirmed that Hoiden is here to
stay. “We couldn’t have asked for a better way to follow up our initial launch
of Hoiden.
The New Romantics of 2012 summer range launch was the perfect way to show everyone that Hoiden is a versatile label. We proved that not only could we create Haute Couture, but also casual every day wear and we still stayed true to the standards of designing which were incorporated into both ranges”, Marjorie remarks proudly.
The creative duo hopes
to capture the hearts of all South African fashion lovers when they launch their
range nationally at the end of next year. It would be a dream come true for
Hoiden to set the trends in the international fashion industry someday. We can
have faith in these two young aspiring designers that they will accomplish
international recognition and so much more. Hoiden is the result of a chance
taken to fuse together styles that were previously unheard-of.
Hoiden has also
proven that they are a design duo to be reckoned with.
That is, of course, if
their designs don’t leave you weak in the knees.□
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