It's the same the world over. Designers become hot by having their designs worn by hot celebrities. Noor-Jehan Yoro Badat explores a few of these local relationships.
Thula Sindi
Who do you enjoy dressing?
Three of my favourite celebrities are Penny Lebyane, Bridget Masinga and Dr Precious Moloi-Motsepe.
Penny is easy to design for and loves to experiment. I guess she's bordering on being my muse. She called me up after my first show and one dress led to many collaborations.
Bridget is fun and spontaneous. I did a dress which she changed into at her wedding - it showed off her young spirit but sophisticated taste.
Precious has the best taste in the country. Her accessories are sourced from the best in the world. They are timeless, which inspires me to create classics.
Uyanda Mbuli also has quality pieces of mine. She has great proportions for clothes, a textbook size 32. Although she has her own clothing line, she loves to experiment.
What's it like working with celebrities?
It's a mutually beneficial relationship. As a designer you do need to get your product out there. If a celebrity can do that for you and you're not using money then it's a win-win situation.
I work only with referrals from clients. I have turned people down. There are a lot of young starlets out there, but if they're younger than 30, I'm not interested. I make clothes for elegant, sophisticated women.
Suzaan Heyns
Which celebrities have you dressed?
I've dressed quite a few. There's musician Tasha Baxter, who I kitted out for the SA music awards last year where she modelled a tight, burlesque Dita Von Teese-type black and nude full-length dress. I've also dressed Tamara Dey, Flash Republic, and the Springbok Nude Girls.
I also styled Azania for her show Noted where she wore a piece from my collection for the Design Indaba last year. I like all of their styles, in particular Tasha and Tamara. Tasha likes a sexy and sophisticated look, and Tamara is just fantastic. I like making people look good, feel confident and have fun.
What's it like working with celebrities?
Because I'm also a stylist I work with celebrities often. They will call me to have a look at my collection. They borrow, or sometimes buy. Not everyone can buy or give away clothes. Tamara and Azania borrow for shows and events, as do the Springbok Nude Girls. With Tasha I did give her a good price. I also work with directors who buy from me a lot.
Relationships with celebrities work well for mutual benefit. One hand washes the other. Whether celebrities are given free garments depends on the designer We don't have the resources to give away clothes.
David Tlale
Which celebrities have you dressed?
I've mostly dressed Afro-soul artist Siphokazi, Metro FM DJ Unathi Nkayi and presenter Liezel van der Westhuizen. They embrace my brand. I've also designed for Savita Mbuli, Dr Precious Moloi-Motsepe, Judith Sephuma and recently I've worked with Malaika. I've enjoyed working with them. They believe in me.
What's it like working with celebrities?
We work on appro. They also buy the clothes and support us by placing orders, which is nice. There is an understanding that we are running a business. On occasion I've given away garments, but these were in beautiful relationships. It's not only about giving and getting publicity - they've embraced the David Tlale brand.
Celebrities all have different tastes. Clients have to feel comfortable and confident and exude beauty. As a brand we try to cater to them in a special way. For instance not all of the clothes that Judith wears may look good on Siphokazi. But Siphokazi will also identify with the brand.
It's difficult to say who my favourite is. They all do my designs justice. Fashion is fickle but people do follow what celebrities are wearing. Their endorsement - and the high level of people they associate with - does a lot for a designer.
Penny Lebyane
What do you like to wear?
I wear classic lines and timeless pieces. I like Thula Sindi's vintage-inspired designs. They showcase a woman's body in a feminine way. At the same time, they're modern and stylish without being too trendy.
Some of the other designers I like are Abigail Betz, Amanda Laird Cherry and Colleen Eitzen. If I need dressy and high-end designs, then it's Marian Fassler.
I've been wearing Amanda's stuff for over 10 years. I wore an Abigail Betz design at a recent shoot, and love the romantic designs from her summer collection.
What kind of relationship do you have with designers?
I've really embraced SA designers. I'm always on the look-out for fresh talent, and they're always looking for someone in the public eye to wear their clothes and raise their profile. With Thula, I'm a client, so I buy clothes he makes for me. Sometimes I'll wear one of his designs at his shows.
It's a symbiotic relationship. For me, it's about loyalty but also being an individual. A designer has to find a celebrity that will wear his designs well. For instance just because David Tlale is hot it doesn't mean that his designs will work for you.
Azania, Dj
What do you like to wear?
I met Suzaan Heyns through the show Noted. She was starting out, showed me her ideas and we chatted about them. Her designs are quite bold. I love the craftsmanship. I also like Stoned Cherrie - I know I can always find a wow outfit. A huge favourite is David Tlale, and I've bought a dress of his straight off the runway because I loved it so much. I also like Thula Sindi. He has young fresh eyes on designs. And Marion and Lindie is more my everyday style.
What kind of relationship do you have with designers?
My relationship with Suzaan is relatively new, but with Noted we formed a cool relationship. I liked that I wore garments I would not ordinarily wear. On occasion I've needed an outfit and called her to chat about it, and she's created it.
The one icon whose clothes I love is Marian Fassler. They are absolutely gorgeous, always surprising and used in an extraordinary way.