Vintage wear with a hint of fantasy
The spotlight this month is on fabulous South African designer Lisa-Marie de Beer. Born into a creative and artistic family, Lisa-Marie’s passion for the arts led her to design dresses for weddings, school formals and debutante balls, and she has established her very own label, Lisa-Marie Dress Art. Her design and style is vintage-inspired, feminine with a hint of fantasy, but very wearable!
Hi Lisa-Marie! Where are you from?
I’m from the Western Cape in South Africa, near the mother city of Cape Town.
What is your fashion background?
I have been in a creative environment since my childhood, having had a successful designer for a grandmother, a master of craft accessories of a mom and a very artistic father. I believe I was born with a gift that I simply cannot ignore!
After finishing high school, I studied fashion design for two years at Boland College in Paarl, followed by a year-long internship at JS Designs, the label of the very talented Johann Smith.
How did your label Lisa-Marie Dress Art come about, and how has it progressed?
After my internship I decided to start my own label. I shared the costs of the business operations (studio rental, etc) with a hat maker. I was very focused on making a success of it, therefore my target and aim was to create dresses and outfits for the Matric farewell dance [for school leavers], beauty pageants and for other special occasions. I also supplied outfits and accessories to local boutiques and individual clients.
Since coming to Ireland in 2010, I have participated and shown my collection at various fashion shows and events such as the 100th International Women’s Day and Fashion Night Out Dublin. I’ve worked with various artists and photographers on photo shoots and exhibitions.
What drew you to fashion and starting your own line?
As I said, I have always been surrounded by the creation of beautiful things, so it is something that kind of just happened naturally! I adore fashion and art! I remember making my first little dress for a Barbie doll when I was about four years old.
Your love for arts and fashion is reflective in your vintage design. How do you keep this fusion consistent?
Each piece is made with deep thought, like an ever-changing art piece – I like to go with the flow. I focus on intricate detail, colour combinations and different textures for each garment. Also, I use any fabrics or textiles I can get my hands on, whether it be lace, velvet, feathers, beads, fabric flowers – basically anything that excites me.
Many designers outsource their design production or some element of the process. Did you ever consider outsourcing your production process to save time or for lack of expertise?
I like doing my own work; it makes me feel proud to know that it is me who made it happen.
What does a typical creation involve, and how many hours does it take to create it?
Making an outfit usually starts with an idea or simply a piece of fabric. It takes some time to think it through, and that is when the magic happens. A typical dress would take about 40 hours to make, but it all depends on how much work I give myself – such as insisting to do lots and lots of beading.
What difficulties do you face in the Irish fashion industry?
Difficulties I experience are reaching the right client base in order to sell my products and to fund the next lines I want to create. It is a vicious cycle because you need to keep producing new lines but without capital or cash flow you’re a bit stuck.
What is the most challenging thing about pursuing a fashion career in Ireland?
Being a foreign national! It is very difficult and impossible to actually attain the necessary permission or documentation to work or start your own business. Also, to gain acceptance and support of the Irish public is a dream as it is much easier to get publicity when you are actually Irish.
So how do you reach the right client-base? Through self-promotion?
I believe in extensive research and self-promotion, if you cannot afford an advertising or public relations agency to promote your work to the right clients. I was very fortunate to have met Tolu from FashionPR Ireland; she assisted in getting my work out there.
Like I said before, I network when I attend various fashion and charity events, which presents a great opportunity to meet new people and expand your contacts. Also, never underestimate the power of Facebook.
In your opinion, what do people need to know about the industry if they are considering a fashion career?
It’s not all glitz and glamour! You need to be patient, work very hard and not lose faith, but at the same time realise that not everyone will appreciate or ‘get’ your style.
What skills are important if you want to be in the fashion industry?
Obviously it is important that you have a natural ‘feel’ or ‘flair’, combined with the knowledge of design, pattern making and sewing. It is also important to learn about the business and marketing side
of it all.
What are your other interests apart from fashion?
I love sightseeing, experiencing new things, seeing live bands, experimenting with photography and food. I am also a big lover of all things vintage, whether it be clothes, furniture or art books.
Where do you see your business in the long term?
I will be heading back to my homeland of South Africa. I will definitely continue pursuing my dream of becoming a well-established designer representing my beautiful country.
