Bubblegum Club

Tag: SELFI

  • SELFI Flagship Store // a natural sanctuary

    Since the inception of Celeste Arendse’s fashion brand, SELFI, inspiration has lived in the wells of her being and each garment is testament to the childlike process of releasing inner self expression. This approach has catapulted SELFI into the top-tier of local fashion heavyweights and the firm grab of an international market. With SELFI evidently having a global consciousness, Celeste longed for a space where her brand could extend its expression. Much sooner than expected, SELFI organically moved into its flagship store, a space that allows the brand to breathe and take various forms of Celeste’s self expression.

    Located in Cape Town, the idea was for SELFI’s flagship store to be a concept store that houses products that resonate with the brand and are also some of Celeste’s favourite things. You can find accessory brands like Githan Coopoo, who creates wonderfully shaped ceramic earrings, and Lorne, who creates titillating metallic pieces of jewellery. Ceramic homeware pieces from Dayfeels with illustrations that also resonate with SELFI’s aesthetic can be found at the store, plus body products and books. Obviously SELFI products can be found in the curated store. “It’s just an amalgamation of my brand and things that I love”, Celeste explained.

    The use of natural materials is at the heart of SELFI and throughout the store Celeste uses a duality of materials such as concrete, rock, marble and a cornucopia of plants. “You are in something natural but you are in a building…the sort of gentleness of plants and hardness of rocks…and we burn incense every day. There are elements of just being in a space that is a sanctuary.”

    SELFI’s flagship store is curated to perfection. Throughout the year, Celeste will be nourishing the brands aesthetic by representing parts of herself that are sure to resonate deeply.  Be sure to experience the flagship store and find new collaborative collections and unique timeless pieces when in Cape Town at Shop 3, 199 Loop Street.

  • LA LOBA // harnessing the power of femininity

    Rochelle “Rharha” Nembhard, multifaceted visual artist, has been a loyal customer of SELFI, a Cape Town based fashion brand owned by fashion designer, Celeste Arendse. The comfort, quality and nostalgia of a SELFI garment made Rharha feel grounded and whole. Due to the modern, functional and bespoke design, the natural fabrics and the earthy tones, there was a distinct ease in the way Rharha felt in Celeste’s creations. So before 2017 came to an end, the two style mavens teamed up to produce their alluring collaborative capsule collection named, La Loba.

    The name of the collection, meaning “wild woman”, is a story, element and narrative that Rharha added and then portrayed through the colour and shapes of the clothing. With the lookbook styled by Gabrielle Kannemeyer, online store images captured by Gemma-Mary Shepherd, and campaign images shot by Alix-Rose Cowie, they all injected vibrancy to a subtle SELFI shoot. All in all, the final product enhances the strengths of each half of this budding creative duo.

    Even though Rharha and Celeste may live in contrasting worlds, they are both fluent in a language focused on its impact and penetration of the retail industry. Their ideal is to express this aim through every La Loba garment. Their collaborative collection juxtaposes a rich and delicate colour palette with flowing shapes and uniform structures “to exemplify the seemingly double consciousness of womanhood and societal expectations.” The distinct merging of feminine and masculine silhouettes challenge the one dimensional ideas of femininity. This collection celebrates duality and encompasses the full spectrum of womanhood with “confidence, charisma, and an undeniable old school African flair”.

    La Loba will be available for a limited run, but there pieces available at the SELFI Flagship Store in Cape Town or Convoy in Johannesburg. For more updates on pop-ups follow La Loba on Instagram.