David Tlale is taking the first step in making his eponymous fashion label an affordable luxury brand.
The leading local couturier will on Saturday unveil his affordable and accessible Exotic Summer Collection in collaboration with cosmetics giant Avon in Melrose Arch, Johannesburg.
The collection that Sowetan has seen a peek of will feature trendy items at a fraction of a signature Tlale design.
“Affordable luxury is important right now because we are going through the Covid-19 pandemic,” Tlale said.
“But beyond that as a brand we know that we are an aspiration brand and people love and celebrate the brand for what we stand for. But collaborating with Avon is because of the brand values that are about supporting women and changing their lives.”
Tlale explained that the collection that ranges between R399 and R799 was inspired by the easy-of-movement of the xibelani (Tsonga skirt).
That’s a big drop in comparison to Tlale’s latest spring/summer 2021 that has a skirt that costs R17,800 and a scarf that will set you back R1,900.
The Exotic Summer Collection features items such as a signature Tlale tote, sling, watch, sunglasses and kaftans. They are complemented by David Tlale Exotic for Him and David Tlale Exotic for Her fragrances.
“Women that sell Avon usually start from nothing and become phenomenal. I have engaged with some of them and they were selling vegetables on the street and ultimately after selling Avon they built beautiful houses, bought cars and taken their kids to varsity,” Tlale said.
“That is what pushed me to align with a brand that changes people’s lives… It’s about making sure that those women can now say 'I own a David Tlale piece'.
“Yes, we can be an aspiration brand, but without affordable luxury we can’t grow as a brand.”
Tlale admitted that while it was difficult in the beginning of the pandemic to rethink his business model, things have recently taken a turn for the better.
While many local and international brands have closed their doors, in the last month Tlale has increased brand visibility by opening two flagship stores in Melrose Arch and Ribonville Boutique Hotel in Waterfall.
“We have seen big retailers close down and realised that international brands were unable to bring their products into the country with all the travel delays,” Tlale explained.
“But as a brand we saw an opportunity that it was time we be visible and expand our distribution channels.
“It is time for us as local designers to seize the moment and our people not only start supporting but be able to buy our products in shopping malls. This pandemic has taught us to look within.”
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