On 2 June 2018 Haute- Elan, world leaders in luxury modest couture, makes its first foray into the South African market with an exclusive limited time only boutique in Artem Galleria in Sea Point.
A $254billion market according to Fast Company, the past few years have seen household names in fashion like Burberry, Dolce & Gabbana, DKNY, and Mango have launched modest clothing lines, often to mixed reviews. Most critiques have centered on how Western brands misunderstand the tenets of modest wear, often only offering shapeless and dull clothing.
According to Roshan Isaacs, representing Haute-Elan South Africa, this is what makes Haute Elan different to the new entrants into this market.
“Founded in 2013 by a woman who choose to dress modestly but also has a love and appreciation for high-end couture, unlike the more commonly known brands trying to cash in on what they consider to be a ‘trend,’ what women who choose to wear modest clothing want is built into the very DNA of Haute-Elan,” says Isaacs.
Commenting on who the Haute-Elan customer is, Isaacs continues, “Haute-Elan presents modest style for a woman who is global. With £1 of every purchase at Haute-Elan donated to the Women’s Collective (formerly the Women’s Venture Fund) which offers support services to women-led enterprises, the Haute-Elan woman is a woman who not only loves high-end luxury fashion, but who cares about her world and who wants to make a change for the better in the world.”
Haute Elan is also known for launching the Modest Fashion Awards and London Modest Fashion Week.
Primarily a luxury online e-shopping platform with physical locations in London and Singapore, Haute-Elan showcases more than 200 emerging, independent, and established modest-wear designers from all over the world. The platform offers a customer-oriented and tech-focused shopping experience to the fashion-forward modest consumer, targeting especially the £2trillion Muslim marketplace.
According to Isaacs, the South African segment of this market is no stranger to Haute-Elan. “Haute-Elan receives great support from the South African market and decided to augment it’s offering to this customer base by bringing the luxury store closer to home.”
Located in luxury shopping galleria, Artem in Sea Point Cape Town, the Haute-Elan boutique will feature a selection of designer abayas (cloaks), Haute-Elan scarves and jewellery. Global designers such as Feradje, Qabeela, and the Haute-Elan brand will also have looks showcased in the boutique.
In addition to the global designers being featured, Isaacs is proud to announce that South African designers, Zamaan SA and Thabo Makheta, who have both catered to the elite luxury market in South Africa but fit in with the Haute Elan ethos, will also be featured in boutique.
Isaacs says that details about an opening event will soon be made public.