MANDELA University graduate, Gugu Peteni caught international attention with her Echoes of Self SS25 collection shown in Paris during the Haute Couture Week which took place between 24 and 27 June.
The talented Peteni, who completed her honours degree in Fashion and Textile Design Cum Laude, partnered with Mohair South Africa and Cape Wools SA to incorporate local natural fibres into her designs, further highlighting her pride in not just South Africa, but the Eastern Cape, writes Cayly Warner for Mohair South Africa.
The collaboration resulted in a winning fusion of African heritage with a core focus on sustainability.
An elated Peteni was awarded the “Young Designer Award” on 26 June at the Quai Branly-Jacques Chirac Museum during the fourth edition of the Africa Up competition. The judging panel included executives from formidable fashion houses Balenciaga, HEC Paris and Galleries Lafayette.
The annual Africa UP program and event celebrate young African talent, focusing on various fashion practices from streetwear to haute couture, and from experimental approaches to modest initiatives. Africa Fashion Up is particularly interested in young African talent designing Africa for the 21st century, drawing inspiration from their history and tradition.
The collection is inspired by the idea that we, as people, contain a multitude of facets and personalities within us and that depending on where we are, our personality shifts. Peteni explains the inspiration behind her SS25 collection: “This collection delves into the evocative notion of ‘Assorted Identity.’ It’s a fashion exploration of the multifaceted nature of self, celebrating the unique tapestry woven from our experiences and influences. The garments become narratives, reflecting the fluidity and dynamism of identity as we navigate the world and embrace the multitude of personas we embody.”
Drawing inspiration from the rich, layered aesthetic and innovation of Merino wool and mohair, the collection revels in the beauty of complexity, inviting the wearer to tell their own story through fashion. Her designs embrace the lively use of patterns and textures that honour African textiles and craftsmanship.
Peteni encourages other designers to incorporate mohair, a unique fibre, into their designs, saying: “It’s limitless. Its malleability truly allows you to be your most creative self. Especially for local brands, it’s not often that we are presented with a homegrown, natural, luxurious, and sustainable fibre to work with. So, take the opportunity and explore with it.”
Mohair South Africa said it is incredibly proud of Peteni and the role she is playing in showcasing mohair internationally, promoting creativity, and elevating African fashion.
Peteni is the creative director and owner of GUGUBYGUGU, a South African fashion brand that continues to soar. She is making significant strides in the fashion industry both locally and internationally, having shown her designs at Design Indaba, launching GUGUBYGUGU in 2019, and now bagging an award in the world’s fashion capital – Paris.
