The Future of Fashion: New Talent Search semi-finalist Khule Phumzile Zondo


By Lindelwa Masuku

The South African Fashion Week New Talent Search is one of the most prestigious fashion awards in the country and provides a platform for young designers to showcase their talents and reach new heights in their careers. 

The announcement of the 2023 semi-finalists was met with much excitement and anticipation, and I was thrilled to learn that Khule Phumzile Zondo was among the selected few.

In this exclusive interview, she shares her thoughts on the competition, her design philosophy, and what winning would mean for her and her brand.

Supplied by designer

Can you tell us about your background and how you got into fashion design?

My creative journey began in 2010 when I applied for a fashion bursary competition with Lisof, I made it to the top 5 but there was a more deserving candidate at the time. This left the only financially viable option and that was to study Tourism management at the university of Johannesburg. 

I completed my B-tech in 2014 and began working within tourism which paved the way to further studies in Design, Marketing and Branding. In 2015 I registered the business Elite Monomania now trading as E_mania and started creating custom designs for myself and clients. 

I later realised that the emotional pressure of custom designs impacted my mental health. I temporarily closed the store, registered for my Honours in Strategic Brand Communication at VEGA, this helped me better understand how to build and market a brand. In 2022 I opened an online clothing store that offers tran-seasonal ready to wear garments.

What inspires your designs and creative process?

The creative process begins with an African story, Idiom, prints, colours or textiles inspired by African culture and heritage. The choice of medium gives way to the structural design of the garment which then informs the fabric. We use existing timeless pattern designs to ensure that the garments are trans-seasonal and can be incorporated within the day-to-day life of our consumers.

Supplied by designer


Can you tell us a little bit about your style and aesthetic as a designer?

Our design style is based on celebrating femininity, luxury and slow design. Each garment is designed to celebrate the artistic movement of African Culture and Heritage while preserving the beauty of African history.


Can you walk us through your experience as a semi-finalist in the South African Fashion Week New Talent Search 2023?

My experience has been nothing short of grace, I applied with little confidence of making it to this point. The process started with electronic entry submission, followed by a portfolio submission with the sketches of the proposed collection. I am currently working on the garments for the fittings and judging round in April.


Can you share a memorable moment from your journey as a designer so far?

I believe that life is a series of memorable highlights that feed to the key moment of your journey. It is hard for me to select one aspect that accounts to my journey as a designer. Throughout my travelling within South Africa, the reactions of the hosted tourists when they experience our culture, heritage and lifestyle make up key aspects of my design journey. These various reactions inspire the pride I seek to display in my designs.

Can you tell us about a project or collection you are particularly proud of?

In 2017, I created my test ready to wear collection for feedback during the launch in September. This was a testament of E_mania’s potential as I created this collection 4 months after my mom’s passing.


How do you stay current with fashion trends and incorporate them into your work?
I use industry reports from companies such as WGSN and Trend Hunter. Social media platforms are just as beneficial, but I try to limit usage when designing a collection as it can dilute a designer’s tone.


How do you approach sustainability in your designs and production process?

Emania remains invested in each garment after the sale, by creating provision of lifetime guarantees and repair services. On our website we promote the 3 R's of sustainable design.
Repair – We offer repair services to our clients for garments purchased from E_mania,
Reuse – We encourage our customers to join the future re-sale community through garment swops or donations.
Recycle – E_mania, gives clients credit for their next purchase for the garments returned for reuse.

Can you share your plans for the future of your brand and career as a designer?

Our desire for the next 1- 5 years is to build E_mania’s brand recognition through:
Increase brand awareness between the year 2023 to 2025 by increasing the number of influencers from 1 yearly to 1 each quarter per year.

Create brand awareness to our core target segment (Women ages 35 to 50) by exhibiting and participating in two events, exhibitions and/or trade shows. 

Expand our distribution channels to the 5 provinces  (Northern Cape, Free State, Western Cape, Mpumalanga, Limpopo, Eastern Cape) within South Africa.
Acquire 60 new clients on our website within the 5 years by launching social media marketing campaigns.

In the next 10 years is to:
Reduce production expenses by 5% over the next three years .
Build a co- design studio that consists of a netbook of 10 design businesses in year 8.


How do you plan to make an impact and stand out in the industry?

Remaining consistent in communicating and displaying the brand story, purpose and design through African inspired design.

Supplied by designer

What can we expect from you on the runway finale?

The collection is titled Shiya Nigani, a Zulu phrase that refers to Tsonga people. The designs explain the origin of the phrase, display how the 2 cultures are interlinked and the progression of the Tsonga people. 

I have chosen the 2 cultures based on my Zulu and Tsonga family tree. The colour pallet was inspired by nature's botanicals to bring out and further emphasise the sustainable element. The fabrics used were GOTS certified cotton, 100% wool and local beads.

Supplied by designer

Competitions like the New Talent Search are important for young emerging talent because they provide a launch pad for their careers. 

The prizes and other benefits that come with winning or participating in the competition are aimed at giving maximum support in the critical early years, which can make all the difference for young designers. 

The creative brief for this year’s competition was ‘Show Us Your Print’ and required participants to reference current silhouette trends and develop and apply a signature print across at least 50% of their designs.

The print revolution in fashion is changing the way we look at fabric design within fashion design, and designers who embrace this change have the opportunity to create truly unique and memorable collections. 

As a semi-finalist in this year’s New Talent Search, Khule Phumzile Zondo has already shown her ability to create designs that are both contemporary and inspired. 

We look forward to her runway installation at this year's SAFW in April. 

Article Tags

South African Fashion Week

New Talent Search semifinalist 2023

Khule Phumzile Zondo

Cancel

    Most Read