Keneuoe Mhletswa is a 33-year-old designer, who's passion for fashion began in childhood. “Even then, my love for clothes manifested in how I dressed my dolls and customised their outfits. By 17, after completing high school, my desire to formally hone my skills and creativity solidified my decision to pursue fashion design as a career.”
The rise of retail platforms such as House of Nala in Sandton City, which retails AFI Privé — the brand she designs for — showcase exciting African fashion brands, giving designers like her a platform.
Mhletswa is passionate about empowering other aspiring designers to achieve success in the industry. “My long-term goal is to establish a successful clothing brand,” she says. “Looking back to where I began, seeing how far I've come, fuels my dedication. I make sure that the garments I approve of are of an exceptional quality and make the clients happy.”
For Mhletswa, being a finalist and runner-up for the AFI Fastrack Prize in 2021 affirmed her design talent, which led to the opportunity to become a designer for the AFI Privé brand. “I've now shown collections at Joburg Fashion Week, Cape Town Fashion Week and I'm gaining valuable exposure across the continent, showing in Botswana and Ivory Coast. Winning the third prize for Best Raceday Look at the Durban July in 2023 was another significant achievement. Most fulfilling is seeing my work worn by real customers,” she says.
She sees South Africa as brimming with potential. “By creating platforms for people to shine, we'll not only boost national pride but also encourage companies to look inward for the talent they seek. We need investment to foster the youth's potential within the creative economy, particularly in the fashion, art, and entertainment industries. Young minds are the future of our country, so empowering them to flourish will have a ripple effect that benefits all South Africans.”
Using clothing as a medium for self-expression means Mhletswa thrives on the creative process, translating emotion into design choices. “My greatest satisfaction comes from empowering people to feel confident and happy in their own skin,” she says.
The AFI Fastrack Prize 2023/24 Awards are taking place on Friday, June 21 in Johannesburg. To read more about the fashion incubator click here
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