Samsung #AmazeAfrica Fashion Week

December 16, 2013

In October 2013, Adèle was exclusively invited, along with six other accessories designers, to collaborate with top fashion designers to create bespoke pieces for the Samsung and Mercedes Benz Amaze Africa Fashion Week in Pretoria, SA.

One of Adèle’s Designs for #AmazeAfrica

Timing was tight as Adèle had just returned from the DNA and Habitat Graphic Africa exhibition in London and was busy finishing a project for Ferragamo in the mean time! Adèle had ten days to design and create her bespoke pieces for the event in SA. Some sleepless nights, but she pulled it off!

Another design for the Nana Brenu/Adèle Dejak collaboration

The brief was a challenging, yet exciting one. The team pulled together and placed their heart and soul into the project as they knew how important this project was for the Adèle Dejak brand and all involved.

The brief and mood boards

The main spectacle of the brief, the beetle

Adèle was partnered with Nana Brenu, a Ghanian fashion designer and the founder of the brand 1981. His designs are clean cut, minimal, but strikingly show-stopping. On first encounter with Nana, Adèle felt as if she had known him a lifetime. They just clicked and knew this project was going to work fabulously in both their favours.

Nana’s design for one of his pieces

Nana Brenu, Emma Jordan, Benita Vlok and Adèle

Adding the final touches to the pieces

After hours of designing and discussion with Nana, Adèle came up with six bespoke pieces in keeping with the brief of Coleoptera, or beetles.

The runway show was a roaring success with all designers’ pieces outstandingly breathtaking and a real credit to the African continent in terms of design and technology. Each contributor was gifted a Samsung Galaxy tablet and the #AmazeAfrica team consisting of Emma Jordan, Jo-Leen Jan, Sam Manclark, Eben Keun, Jan Malan, Juanita Daniel, Benita Vlok and Christian Lee were so attentive and organised.