Eduan Roos, Tamara Chérie and Leandri de Leeuw collaborated for aCREATE and Chérie Spring/Summer 2016/2017. PICTURES: JOE DAN PHOTOGRAPHY
COLLABORATION is now a common buzzword in fashion, art and design. Brands,
creatives and influencers are coming together to share ideas… curating content that is specifically relevant for their consumers.
The latest collaboration is between creative décor specialists, Eduan Roos and Leandri de Leeuw of aCREATE, an award-winning contemporary readyto- wear brand, Tamara Chérie. The collaboration, which was part of aCREATE and Chérie Spring/Summer2016/17 showcase titled “A Common Thread”, was presented at the Roodebloem Studios in Woodstock last month. It saw the coming together of interior design and fashion in a beautifully curated way.
The two brands’ aesthetic of muted palettes and minimal styles complemented each other well, expressing clean lines and refined silhouettes articulate in a chic modern attitude.
Previously part of The Aleit Group , Roos and De Leeuw recently ventured out on their own to form aCREATE, and over the past months have made a name for themselves as the go-to-designers for bespoke event experiences in Cape Town and Joburg. Their furniture pieces offer customised décor and accessories that interpret their vision for each unique
The local events industry has evolved over the years, with clients now demanding service that not only sets them apart, but also delivers enduring memories for their guests, Roos explains when I met him and De Leeuw at Chérie’s studio in Gardens.
Roos, a fashion designer by profession, says the slow living trend has spilled over from lifestyle to décor and design.
“There is a big Japanese influence in design at the moment… a sense of calmness in the furniture pieces. Such as using a statement piece as the focal point instead of cluttering the room with different types of furniture pieces;
Décor design is heading to a clean and minimalist approach,” says Roos
De Leeuw continues: “Less is more at the moment. Also, people are now more aware than ever and conscious of their environment… People are more aware of the fact that there is a serious water shortage problem.
“We recently did an event where the clients specifically asked for organic materials instead of flowers… which is rare;” she says
About their bespoke pieces, Roos says they create functioning pieces meant to be admired.
“For us, it’s really about conceptualising a look for each event, tailoring it to fit in with your brand and vision. These days clients are so over-stimulated by picture-driven social media sites such as Pinterest and Instagram, that it’s key to get a sense of what the client wants and to interpret it in a way that communicates their vision and brand,” says Roos.
“Our aesthetic is calm, natural and none aggressive. We want the pieces in our collection to be calming in a sense and make it easy to fit any brief,” says Roos.
The ottoman couch, sort of like a church bench meets a comfortable sofa, is a popular furniture piece at the moment. It’s slick, clean and a beautiful piece, says
De Leeuw adds the niche market of interior design is so competitive that one has to stand out in order to survive.
“ You need to stand out, have a unique thing about you that will draw clients,”adds de Leeuw
Tamara Chérie Spring/Summer 2016/2017
AWARD-WINNING designer, Tamara Chérie Dyson, has interned at Vivienne Westwood in London and won numerous design prizes, including the Elle Rising Star Design Award in 2014.
She started her design career last year building her brand and creating a successful diffusion line for Mr Price. In her relatively short career she has
been involved in fashion weeks such as Mercedes-Benz Africa Fashion Week
and Joburg Fashion Week.
Her collection reflects a balanced sense of timeless elegance and current intuitive design, focusing on achieving impeccable quality and the perfect fit.
Confident and sophisticated, the brand’s collections offer clients an investment wardrobe of discreet indulgence and understated, effortless style.
She recently launched her SS’17 collection which is available at various boutiques in Cape Town and Joburg and also on online shopping platform Spree. She describes her design process as “methodical”.
“I design key silhouettes that I feel every woman will want in their wardrobe that season and then I build on that. I don’t really follow trends and fads. I design then I will sometimes research detailing to add to the collection… I usually follow my heart and it
works,” she says
The Tamara Chérie woman she designs with in mind is “confident, sophisticated and believes in investing in pieces that transcends seasons and fads. A woman who believes in high quality, good designs and good fabrics”, she adds.
CREATIVE: Eduan Roos, Tamara Chérie and Leandri de Leeuw collaborated for aCREATE and Chérie Spring/Summer 2016/2017.
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● aCreate at http://www.acreate.co.za/
● Twitter: acreate_za
● INSTAGRAM: acreate_za
● Tamara Chérie Dyson: Instagram:
This piece was first published in the Cape Argus on November 23 2016.