There is a trend with more and
more people wearing traditional
attire, why do you think this is?
Firstly, I think it is the best trend ever! We should
embrace our rich culture, our amazing beading,
the wonderful and vibrant fabrics and colours
of Africa.
I think for the first time in a while, Africans are
proud to wear their traditional garments. And I
do believe that the creative and modern way of
using traditional fabrics and beads has brought
a new energy to an old concept. This has helped
to spark this new trend.
What would you say are your biggest
achievements as a business?
I was nominated for a Mbokodo Award this
year. It was an honor to be acknowledged by
The Department Arts and Culture for the hard
work and passion that I have invested in this
industry in the last 30 years.
Where do you see Shifting Sands
in the next 5-10 years?
Shifting Sands will be internationally known for
our creative African inspired garments. In Africa,
we strive to be the number one choice for bridal
wear (to become the Vera Wang of Africa). And
to prove to the world that getting married in a
traditional dress can be more glamorous than a
boring white dress.
What are the channels that one can
use to acquire Shifting Sands attire?
I work by appointment only from my Studio in
Bryanston to give my customers the personal
attention they deserve. Each garment is designed
to the individual specifications of each customer.
We also have an online order option for my
international customers that are unable to travel
to SA. The consultation and concept designing
is done via Skype, and the dress is then custom
made and couriered to the customer. Next year
I am also launching a special occasion range for
customers attending weddings and functions,
and this will be available at selected boutiques
and online.
119
THE CURRENT
P E R C E P T I O N I S T H AT
THE TRADITIONAL
GARMENT SHOULD
BE CHEAPER
THAN THE WHITE
WEDDING DRESS.
Shifting Sands is changing the way African
weddings are kitted out. From merging the
African and Western apparel, to making
traditional couture so inspired that it threatens
the very existence of Western dresses. And as
an African, a fashion fanatic and a believer in
diversity, I couldn’t be more excited!
By Nobusi Maqubela
IMBO/ ISSUE 32/ '14