WATCH | Faith, fabric and fashion: SA’s style king David Tlale on business of luxury
For nearly 20 years, David Tlale has been creating experiences for customers. Now he's taking a step into sportswear
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Image: Photo by Thierry Chesnot/Thierry Chesnot
Edging closer to the celebration of 20 years in the fashion industry, one might assume David Tlale would have come to a halt by now, like some of his predecessors or industry mavens. However, the brand has held on strong with collections that have dominated from local shores to the runways of Lagos, Paris and New York.
The steadfast approach to luxury is what has kept the brand alive, something Tlale does by celebrating the past and looking to the future. Now based in the historical halls of The Rand Club, I meet the designerwith Tlale to keep up with his life in the evermoving fashion lane.
Touring the new space, we meet his staff, dressed in their usual all-black attire. A uniform worn by the security guards downstairs with a splash of orange from their neckties bearing a print resembling Tlale’s second Avon collection.
His signature can be seen in every corner, especially on the walls of his office. Lined with framed snapshots of past collections, portraits that include his late mother Joyce Tlale, as well as his iconic black and gold throne he has sat on for the past 13 years.
“I enjoy creating experiences for customers. It's almost like a juxtaposed element where we want people to feel complete and we want you to feel at home,” he says.
But the nostalgic mood of the sentimental room is built around embracing the success of the brand and the many people who have touched his life through art.
Tlale’s imagination has not waned throughout the years. Something to be witnessed in his creation of a multi-sleeved waistcoat whose concept was the work of Tlale’s own muse — his faith.
Image: Steve Tanchel/ Red Hot Ops
“As a creative or as an artist, it's a constant journey. You never cease creating and you never cease to be inspired. You know exactly what your creative spirit wants and it's like breathing and what makes us breathe. All the boxes are ticked,” he says.
“Am I ever worried that I'm not going to be creative? No, I am not, because I serve a God who is the master creator and his creativity never comes to an end. I might wake up tomorrow and I might be tired but I know He will give me that idea of making seven jackets into one.”
The outfit was bought during its run at Paris Fashion Week spring/summer. But with our own fashion director in need of the garment for a recent photo shoot, Tlale was more than happy to recreate a copy.
The garment represents the hard work and creativity that go into the many looks that leave the halls of Tlale’s studio. From the prints created in collaboration with Sir Abner, to the carefully considered sewing skills of his team that has been with him through the years.
Opening the four stores during the pandemic was one of the most daunting things we could do
It is especially vital for a brand like his to continue making its mark as the South African consumer falls deeper in love with the world of high-end products.
In 2019, the fashion industry enjoyed a significant jump in sales, contributing R1bn to the GDP.
The e-commerce space enjoyed a boom, aided by the Covid lockdown that pushed shopaholics from stores to their virtual carts.
In the past year, fashion has been a steadily increasing industry with splurges in the luxury market amounting to R280,000, as seen with the recent sale of a pre-owned Birkin bag.
As one of SA's most beloved luxury brands, Tlale has afforded himself a sweet spot for success. Something we laugh about when discussing his bold step towards opening his fourth flagship store, in Cape Town.
“Opening the four stores during the pandemic was one of the most daunting things we could do, but I know that if we did not do that, I don't think we would be here,” says Tlale, who took the leap of faith seeking a fashion miracle.
Though the Cape Town store has been closed, Tlale has seen growth at his stores in Ghana and Rwanda.
“It redirected my vision so I could focus on what I have at home.”
Having made his mark in the world of “affordable luxury” in recent collaborations with cosmetics giant, Avon, Tlale still leaves a door open for other ventures in the future. As the likes of Balenciaga, Gucci, and local footwear brands Bathu dominate the athleisure space, Tlale is also looking forward to taking a step into the sportswear scene.
The designer continues the optimism of his feel-good themed spring/summer show with his upcoming collection that promises striking colours and animal prints.
Image: Photo by Thierry Chesnot/Thierry Chesnot
Must have luxuries with David Tlale.
The best fashion destination?
Paris. It’s chic, it’s luxury and nothing complements it like the architecture.
The best province to dine in?
Western Cape. There’s a huge diversity of cuisines happening in Cape Town. But the beautiful thing about Joburg is that it's got soulful food. I’m all about soul food, I'm not a fan of gourmet. I don’t want to go to a fast-food place after I have dinner. I want to eat and feel fulfilled.
The most unforgettable perfume?
It’s David Tlale — coming soon.
What was your most recent fashion splurge?
Fabric. When I see good fabric I go mad. I don’t shop for myself, I get bored.
Your favourite pair of sunglasses?
The ones that I’m wearing, Loewe.
What is the fashion rule no-one should ever break?
Never leave your house looking a mess. Believe your mirror, it’s the best critique you can get.
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