“Celeste Arendse founded clothing brand Selfi in 2009. Selfi is currently stocked in +- 12 independent boutiques country wide, two of which are international, based in Zurich, Switzerland and New York. She currently employs 2 staff members and out sources Ironing, cutting and pattern grading. She also handles a lot of the cutting and grading in her own capacity. She has showcased at Mercedes Benz Cape Town Fashion week in 2012 and has exhibited and showed collections at Design Indaba from 2011-2013. Target Market: The brands aesthetic consists of innovative fashion forward garment construction and quality excellence. The target market ranges from women between 20-65. The Selfi women is a business women who loves to travel and appreciates art and culture. She wishes to wear items to work and for casual occasions. Selfi meets this fine line between work wear and leisure wear with a unique handprint. Future goals: Future pursuits include fabric printing to give the brand a competitive advantage. A Flag ship store in Cape Town South Africa. Another goal is also to participate in fashion weeks every year to promote the brand as a prestigious fashion label. Showcasing at international fashion events to eventually supply more international boutiques.”Photocredit: Simon Deiner/SDR Photo
Founded in 2007, Ladybrille® Magazine is a California based pioneer digital publication demystifying the image of Africans in the west through contemporary African fashion and celebrating the brilliant woman in business and leadership, with an emphasis on the African woman in the diaspora. Our coverage includes stories on capital, access to markets, expertise, hiring and retention, sales, marketing, and promotions.
