Styling Shelly Burgh Photograph Justin Patrick Hair and make-up Anneline Black Studios Mohair products Cowgirlblues, Elsa Barnard Carpets, Hinterveld, Moonbasket, Babymo, Peta Lee, Sally Arnold, Camdeboo Leisure, Generation Furniture Bamboo ladder LIM Shot on location at JP Studio
Local brands give us a taste of what to expect in 2013 and beyond…
Lindsay Humphreys and Anle Marais, Mohair South Africa marketing team
WHAT ARE THE TRENDS YOU SEE EMERGING FOR 2013?
Sustainable products and the movement back to natural fibres are emerging trends worldwide. The mohair industry is governed by strict sustainable guidelines. Rugs are fashionable due to the ongoing trend of hardwood flooring and we see the use of throws throughout interior spaces.
WHAT MAKES YOUR ORGANISATION UNIQUE?
Mohair South Africa is a non-profit organisation, responsible for the marketing and promotion of the mohair fibre worldwide. Mohair is a versatile material used in internationally renowned brands such as Prada, Ralph Lauren and Chanel in fashion and homewear.
WHAT IS THE FORMULA FOR SUCCESS IN YOUR BUSINESS?
Collaborating with international brands to keep the fibre current and launching an extensive marketing plan for 2013/14 to promote it. Mohair South Africa encourages the use of mohair in local design and the featured products were represented at Maison&Objet Paris with fantastic feedback.
WHAT ARE YOUR BIG PLANS FOR 2013?
The international mohair mark will be launched in 2013. Mohair South Africa will also be featured at Salone Internazionale del Mobile in Milan and NeoCon in Chicago to highlight the mohair velour industry. Locally, we will showcase mohair at Design Indaba.
For more information call 041-487-1386 or visit mohair.co.za.
To see our other 2013 Trend Profiles turn to pages 60 – 62 of our January/ February 2013 issue or click below: