In Design | ALUSA

Samkelisiwe (Sam) Mhlongo describes herself as a nostalgic person who draws inspiration from the past, memories and culture and a day where she's winning as to see your design come to life, when a client comes in for a final fitting and is happy. Her brand known to most as Afrolusa has now been shortened simply to ALUSA. I ask her about her long term plans, how she started out and what she would change about the local fashion industry.

Is designing just about creativity or is there more to it?

There is more that goes into it.You need to acquire a whole lot more skills and you must be prepared to keep learning.

From your point of view or experiences what is the greatest challenge about being a designer?

I think it’s getting all the resources one needs. It is very expensive to set up and to acquire start-up capital. Sometimes you have to make do with what you have and that means sacrificing other things in order to build your dream.

Who do you design for, do you have a specific target market? If so why choose to cater for that market?

We design for different types of target markets. Different collections cater to the urban youth and hipsters, which are always limited collections that we only release twice a year with a cool concept. We have signature pieces focused on women of all ages and sizes, suitable for special occasions and work-wear.

Our accessories target the urban youth right up to the working class. There was a gap in the market with the types of garments and accessories we wanted to do and big retailers are sometimes out of touch with what people really needed.

How do you bring your inspiration to reality, in terms of your designs?

Through images, colours and sketches. I don’t like to keep up with trends, but I do research on what’s current, sometimes I would like a trend and will take from it, but mostly I just do my own thing. It is more of a spontaneous thing, I could be anywhere and I get a really cool idea and I have put it down on paper. Design to me, means to create. To create something that will make the universe a better place to live in, as well as constantly working on improving the design process as the universe is ever evolving.

How did you get started?

I studied Fashion and I was unable to complete my diploma, I then enrolled for part time courses at Lisof, doing fashion and also currently doing my BA Communications degree. I started doing accessories using fabrics and beads, and clothing just seemed to be the next step to take as I was already getting requests from clients.

Last year I was selling my work at MSC Boutique in Melville which have since closed, as well as on the online platform HelloPrettySA.

Is there anything in particular that people find original about your designs?

People appreciate how I always take the old and modernize it.For instance our Itshali A/W Collection is a collection made of the checkered rug, the blanket that is known to be worn by our grandmothers. That provoke a sense of nostalgia from the clients. Everyone recalls their grandmother wearing Itshali around their waist or even their mother, carrying them on the back with it.

If you were to change anything in the fashion industry, what would it be?

I would change people’s perspective about the local fashion industry. People still trust and buy international brands more than they do local brands. The standard of work has improved and designers just need the support, in order to grown the economy.

Sam envisions ALUSA in the forefront of affordable luxury garments with a balance of African and western influences in the next ten years. She names her alter ego as her ultimate muse, a musical muse that is at it's most expressive at night. A career creator, Sam says that if she were not a fashion designer, she'd be a published author or own an interior décor company as she loves writing and collecting beautiful things for her home.

Place orders of her beautiful fashion on:

Afrolusa@gmail.com

@AfroLusa (Twitter/IG)