We are joined in the loft by fashion designer and the founder of fashion brand SELFI, Celeste Arendse. She has always had the love for fashion in her veins, as her mother runs a CMT production in Cape Town, where she provides service for many large SA fashion retailers.
The Cape Town based designer studied Fashion Design at the Cape Peninsula University of Technology, before graduating in 2007. from her mother, she saw the hardships and the amount of effort and hard work that goes on behind the scenes, in the fashion industry, and not just the glitz and glamour of the industry that we see from the outside. This helped her to think outside of the box and be able to create excitement for her customers. At her first job after graduating, she got to experience many parts of the manufacturing, such as fabric sourcing, to making patterns. This helped her to establish SELFI in 2009, with official store launches in 2010. Creating SELFI was her way of catering for women who wanted to express themselves through their clothes, and be able to wear them in both the corporate and creative working environments, cloths that that would blend into their everyday lives.
She also began exhibiting the line at Design Indaba, and from 2014, at Mercedes Benz fashion weeks. After its official launch the brand received love, even being exported to stores Zurich, and an online store in New York.