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Fashion at 44

Four years after setting up her successful fashion label, Guillotine’s Lisa Jaffe has opened up a dedicated store in Joburg’s 44 Stanley. More than just a sales point, the store is a reflection of Lisa’s dedication to design. Known for her signature quirky style, which embrace panels, darts, gathered fabrics and textures, Lisa is ‘interested in how clothing divides the body into sections through gathering, layering, concealing, movement and revealing.’ This fascination with form and movement is evident in the design of the store. The garments are encased and framed in displays, and, thanks to collaboration with the Wits School of Arts’ interactive digital media post-grad students, the display garments were even motorised on opening night. The store’s clean interior, which was designed by Eugene Marais of Studio ZA Architects, uses the changing room as the focal point. Lisa explains that the changing room is designed to reflect the construction of her garments and her obsession with darts and pleats. ‘I also wanted the changing room to be an intimate space where undressing becomes a central and sensual experience.’ She adds that she is currently developing QR codes and social media platforms, which will be activated in December, transforming a visit to the store into a truly interactive experience. ‘I think customers can expect a store that offers a carefully curated selection of garments and items that can be layered and that are multi-seasonal, cut with precision and with great attention to fit, fabrication and detailing.’ Pop around Tuesdays to Fridays, between 10 and 5, or weekends between 10 and 4. 082 222 3635 guillotinedesign.com Text: Roberta Coci Images: Thys Dullaart and Roberta Coci