Wake is a young, dynamic fashion label, founded by Pieter Burger in 2013. Pieter (23) discovered fashion at an early age, and launched his journey into fashion by freelancing for fashion photographers in Cape Town and Johannesburg as a stylist and shoot director. After completing her studies in 2014, Carla (21) joined team Wake as lead designer. Working from a studio in Maboneng Precinct, they have traded at Market-on-Main and various Pop-up Shops in the city, but are aiming to have their flagship store in Braamfontein, Johannesburg soon.
The pair recently won the Renault New Talent Search at SA Fashion Week. They shared their inspiration with us:
What message, if any, were you trying to convey with this collection?
That we have to look back where all started and re-explore the human’s primitive nature. We wanted to emphasize the many facets of skin, not just the physical make-up but also the social importance of the skin…..the beauty of different textures, colours and imperfection of skin.
Which was your favourite piece in the collection?
My favourite is the print-on-print look (pictured above)
Who do you have in mind when you design your clothes?
We definitely have a specific person in mind when designing – one with energy, a strong character, a little conservative and fashion conscious. The WAKE customer enjoys simple shapes, but bold fabrics and texture.
How long did it take you to complete the collection, from conceptualization to finished garment?
What, for you, has been or is the biggest challenge in the SA fashion industry?
To find the medium between commercial viability and staying fashion forward.