On May 27, 2010 the LGXperience store in Monte Casino was transformed into a glamorous fashion house showcasing South Africa’s leading designers with the latest in smart technology and stylish design from LG Electronics.

As a showcase for its latest products the LGXperience store in Montecasino, Fourways is the ideal setting for fashion to meet technology. The show featured 35 haute couture garments from Chereen Anderson. Anderson’s garments reflect the unique, creative sense of style also reflected in LG’s premier consumer electronics products. In addition Louise Carver showcased her newly launched jewelry collection, Jingle & Chimes.

“The LGXperience store houses LG’s most premium products – all products showcased in the showroom highlight the smarttechnology, innovation, reliability, eco-consciousness and stylish design, embodied by the LG brand.” says Dr. Michelle Potgieter, marketing and corporate communications director. “This event is indeed an ideal association for fashion trends, technology and stylish design to meet” she adds.

The fashion show was modeled on a maze-like ramp that snaked through the store’s brightly lit slick divisions with all footage captured and simultaneously broadcast on the 21 flat screen TV’s mounted on the walls. Furthermore, a Porsche Panamera supplied by Porsche SA, greeted guests at the store’s entrance.

In addition to Chereen Anderson’s garments, footwear by Carmen Steffens and accessories will also be displayed and modeled. Male models will be dressed in chic wear designed by Gillani Exclusive Mens’ Outfitters.

All models that were featured on the ramp are part of Coverlab Incorporated’s new compliment of models. The evening proved to be riveting and inspiring and just might encourage us all to show off our fabulous, creative selves.

You studied fashion at Parktown College in Houghton, and in your graduation year won the prize for Best Overall Student. How have your designs changed since then?

I have become a lot more confident in designing clothes that women want to buy and wear. I love simple, elegant sophisticated clothes, and my current ranges express that (even though they contain masses of detail, but it’s more understated.) When you are young and studying you want to create something unusual and expressive, and there is no pressure for it to be financially viable.

You returned to Durban after studying, why did you not stay in the big city of Joburg?

I was a Durban girl born and bred, but moved to JHB in my mid teens. I always loved Durban, and missed it terribly. Durban at the time was also the place to study fashion, and they hosted many young designer competitions which helped me greatly in building my brand. Durban also has such a great source of fabrics and trims.

Shifting to the other side of the fashion fence you became a buyer for retail chain, Mr Price. What invaluable lesson did you learn during this time?

The business of fashion is not at all about just designing nice clothes, it’s about planning, and reacting to your customer’s needs and wants, and understanding timing, quality, fit and consistency. Although I was never entirely comfortable in a corporate environment, my time at Mr Price taught me invaluable lessons in how to manage and grow my business properly, for it to have longevity.

You finally decided to go solo and launch your label “Leigh Schubert” in 2002, what was the response in the beginning?

I had already created some brand awareness through the media exposure I had gained from my participation in the various shows, so there was already a demand for what I did. It was frustrating for me though as starting in only one store I could only manufacture such few units and number of styles. Like in any business it takes a little while to figure out what your customer actually wants to buy from you.

Your collections have been showcased at Rosemount Australian Fashion Week, South African Sanlam Fashion Week, Audi Joburg Fashion Week, MTN Durban Fashion Week and Nokia Cape Town Fashion week – all to critical acclaim. What is the importance in participating in fashion weeks?

Marketing marketing marketing. It is essential to give your brand credibility with media coverage, which is exactly what fashion weeks provide for me. All the hottest fashion editors are at the shows to pounce on the collections immediately afterwards and use them in editorials. I learned about brands and designers from a very young age from reading magazines. It gives your brand credibility, and context.

What type of woman wears a Leigh Schubert original?

Someone who is strong, unique and driven – who understands fashion but isn’t dictated to by it. Women who are feminine, but like to be taken seriously. I don’t like frivolous clothes, so the women who wear my designs want to be noticed and show they have inner power.

What item should no woman be without this season?

A fitted jacket with shoulder pads, and one of my full-length bias cut dresses.

Visit The Space in The Zone Rosebank, (011) 327 3640, or Worldwear Centre, (011) 413 4253. If in Cape Town, visit The Space in Cavendish Square, (021) 674 6643. For a closer look at her designs visit www.leighschubert.co.za

Defined by a sophisticated urban edge, this exciting range is one of their best to date. With a collection consisting of fantastic formal suiting right through to elegant casual separates, this light and bright summer collection was designed for the sophisticated male. With attention to detail, innovative design, and an unsurpassed level of quality, the season’s key pieces are created to inspire. Greys, lavenders, whites and neutrals, with accents of pinks and blues intersperse with fresh stripes to create a harmonious blend. A unique combination, making use of materials such linen and engineered fabrics, marry relaxed summer inspiration with exceptional cuts and finishes.

Italian menswear group, Gruppo Forall, created their LAB collection for their younger, more trend conscious consumers. This bespoke collection, made from the most exceptional Italian fabrics, is for the modern man who has a desire to experiment and overtake the traditional confines with sophistication and style.

The striking new LAB collection is available at G2 by GERANI in Cavendish Square in Cape Town and Bedford Centre, Johannesburg. For more information on the collection, or to arrange a personal consultation, please call them on 021-683 7166, or 011-615 7663, or email info@G2byGerani.co.za

Gerani’s new LAB Autumn/Winter Collection is defined by an urban sophisticated edge, making the range one of their best to date. With a collection consisting of formal suits right through to casual elegant separates, the sophisticated male will have to look no further. With attention to detail, innovative design, and an unsurpassed level of quality, the season’s key pieces are created to inspire. A palette of classic neutrals forms the backdrop for urban, masculine lines. The fit is key while the form is innovative and stylish.

Italian menswear group, Gruppo Forall, created their LAB collection for their younger, more trend-conscious consumers. This design collection, made from the most exceptional Italian fabrics, is for the modern man who has a desire to experiment and overtake the traditional confines with sophistication and style.

The striking new LAB collection is available at G2 by GERANI in Cavendish Square, Cape Town, (021) 683 7166 and Bedford Centre, Johannesburg, (011) 615 7663.

What is your design philosophy behind your label?

I focus on the cut and construction and have a minimalist approach to design. By stripping away clutter I am able to make room for experimentation through distorting shape and proportion.

What type of person do you design for?

My target market at the moment is creatives and creative professionals. We have an online marketing strategy to directly target them, but the brand is ‘inclusive’ and we have a very diverse clientele. Our customers are generally exposed to fashion and are searching for product equivalent to what they see online or when they travel.

What is the biggest challenge to being a South African designer?

The market is still very underdeveloped and consumers are not always educated about the difference between imported products and buying local products. We need to generate a buying culture that not only understands good design but supports South African designers.

You work with another influential local designer, Maya Prass, is there any other local designer you would like to work with, and why?

I believe that working alongside another designer in South Africa, where the local industry is still facing many challenges, is beneficial for both brands in terms of sharing skills, technical and business knowledge, provided there is synergy. I am currently working on creating products that are viable for export and would rather be interested in working alongside international business, export and design experts.

How important is it to showcase at fashion weeks?

I think it is a vital marketing tool to show at fashion weeks. The concentration of media coverage gained from such an event is valuable in creating brand identity and awareness. Furthermore, it is a useful tool in generating excitement around a new collection which directly translates into viable business opportunities and sales.

Which local celeb would you like to dress, and why?

The focus of my brand is not on mainstream celebrity culture, but rather on identifying unique individuals who are visible in subcultures as ‘celebrities’.

What Stiaan Louw original should one have in their wardrobe for 2009?

A lightweight trench coat that can be worn all year round.

Where can one purchase Stiaan Louw clothing?

I will be launching a website shortly with a dedicated online store. For more info or to view look-books of current items available for purchase, clients can contact us directly via email, stiaanlouw@yahoo.com

For more information or to get your hands on a Duncan Stevens original, visit www.duncanstevens.com