Superella

We tend to think of Cape Town as the place that does “bohemian” better than any other city in South Africa. Just take Frieda’s for an example (see yesterday’s blog here). Effortless, quirky, retro, hip. Well, to rise to Jo’burg defense for once, she is more than capable of holding her own.

Meet exhibit one: Superella, fashion designer Ella Buter’s store in Mellville (just opposite the Bamboo centre). You are already smiling when you read the handwritten sign that greets you at the door, and inside you step into her fashion world. Her work is described as innovative and eccentric. She is known for excellent craftsmanship.

Ella uses the space as her working studio. So you will easily find her designing something or cutting material right there in the shop. Around her is all her staff behind their sewing machines, in full view of everyone walking in, making her creations. It reminded me of the way I felt when restaurants first opened their kitchens so you could see right into them - it somehow makes you feel connected to the experience by making it real, authentic and unique, seeing what you are going to buy take shape in front of your eyes.










What I absolutely loved about Superella is the way Ella “curates” her store (merchandising just doesn’t explain what she does to the walls of her shop!) It is filled with little objects and photos, creating a sort of a 3D mood board for the clothing collection. Currently the store’s theme is a Winter Country/Farm bumpkin. I cannot wait to see how the shop will look when she changes it to compliment her summer collection. My guess? Very much nice, probably.













  

Superella
Cnr Rustenburg Road 8th & 9th Street 
Melville
Johannesburg

17 comments:

  1. Thank you for sharing excellent information. Your website is very cool. Fully useful your blog post... Online Fashion Store

    ReplyDelete
  2. Nice blog post dear. Thanks for sharing it. If anyone here fashion designer want to start his/her brand and looking for his/her design manufacture and export from most trusted company. For garments exporter in India, i suggest you to visit Saivana Exports. India's most trusted and valuable company.

    ReplyDelete
  3. i really liked your wide variety of collection regarding online shopping in pakistan. keep up the good work guys. thumbs up

    ReplyDelete
  4. Nice post, This is really great and informative post.. Yoins

    ReplyDelete
  5. Hello there, thank you for sharing this amazing blog with us, Well I have something for you I believe this would inspire you and give you some new ideas to write more awesome blogs on modest clothing, can’t wait for your upcoming blogs dear, Have an awesome day ahead & once again thanks for sharing this blog.

    ReplyDelete
  6. This comment has been removed by the author.

    ReplyDelete
  7. This comment has been removed by the author.

    ReplyDelete
  8. Thanks for sharing. Great post very Informative, also checkout Modular 4 U

    ReplyDelete
  9. There are certainly a lot of details like that to take into consideration. That is a great point to bring up. I offer the thoughts above as general inspiration but clearly there are questions like the one you bring up where the most important thing will be working in honest good faith. I don?t know if best practices have emerged around things like that, but I am sure that your job is clearly identified as a fair game. Both boys and girls feel the impact of just a moment?s pleasure, for the rest of their lives.watches for men

    ReplyDelete
  10. That is a nice blog I must say.Searching furniture's for dining room? For best dinning room furniture visit our site.

    ReplyDelete
  11. This comment has been removed by the author.

    ReplyDelete
  12. Thanks for sharing information with us. I hope you will share some more
    information about keep sharing.
    Online Shopping in Pakistan

    ReplyDelete
  13. Premier home is an online shopping store in Pakistan offers home decoration, bathroom kitchen accessories in Lahore, Karachi, and Islamabad across in Pakistan.

    Online Shopping
    Home Decoration
    Bathroom Accessories

    ReplyDelete
  14. Sagheer and Co. is a fantastic shop for all your sanitary needs! The staff is incredibly friendly and knowledgeable, and they helped me find exactly what I was looking for. Highly recommended

    For More Details: https://sagheerandco.com/

    ReplyDelete