South African Fashion Week is now in motion at its official home, the Mall of Africa. So far, the three-day event has delighted trend, fashion, design and social media fundis alike with its showing of exceptional local design talent.
One of the highlights was the fourth edition of Fashion Bridges — I Ponti della Moda collaborative project with the Italian embassy in South Africa, which showcased South African designer Lezanne Viviers’ Earth-conscious Viviers Collection, as well as young Italian designer Andrea Adamo.
Viviers completed a mentorship programme with Polimoda Fashion School in Florence last year. Adamo was born in 1984 in Crotone. While studying at the Fine Arts Academy of Bologna, he began his career as a fashion designer thanks to an internship at Les Copains.
For nearly five years, he worked alongside Elisabetta Franchi before moving to Roberto Cavalli, where his passion for formal and evening wear grew. He later moved to Paris to work with Zuhair Murad, but returned to Italy, where he became the head designer for celebrities and special projects at Dolce & Gabbana. In 2018, he went back to Paris to join Ingie Chalhoub’s INGIE Paris label.
In early 2020, during the European lockdown, Andrea Adamo felt he wanted to express himself freely and without constraints. This led to the creation of his own brand, Andreādamo.
Andreādamo expresses the fashion vision and sensibility of the designer. His taste and way of being was born during his childhood in Crotone, thanks also to his seamstress grandmother, with whom he cultivated his dream of becoming a designer. His style is to create bold body-inspired shapes, with atypical silhouettes and an experimentation with materials. He says: “The Andreādamo woman is simply herself.”
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