The GLAMOUR X SKIP “Digital Storytelling Series” focuses on fashion, youth culture, and entrepreneurship in South Africa.
Here, GLAMOUR fashion director Tania Durand chats to fashion designer, Nao Serati.
Nao Serati founded his eponymous clothing label in 2014. The Johannesburg-based designer was a natural born creative and had the urge to express his art in a tangible way.
“I wanted to do something where I could have a living art. Something that I could do and live with and participate in everyday. So I found fashion,” he explains.
After studying fashion design at LISOF and entering AFI, Serati says he “won at life” despite not winning the competition. He sources inspiration for his designs through his experiences, surroundings, street culture, and an interesting network of friends and creatives.
His brand specialises in unisex garments that explore the margins of gender and sexuality, and is known for his interesting use of materials.
When it comes to garment care, Serati says being gentle is the key to its longevity. “You have to take care of your garments like a baby.”
Upcycling is also a big part of his business. In addition to being a fashion designer, Serati is also a commercial stylist, which means he sees the amount of clothing go in and out of people’s closets on a daily basis.
“I see how wasteful we can be, so it's very important to me that we sometimes refurbish, reuse, and recycle some of those garments. And I always like to make sure that it’s in an interesting way.”
“If we all bought pieces that we actually loved instead of keeping up with trends and wanting to be cool, we’d all have a much better time. It’s all about loving your pieces and wanting it to be in your life for as long as possible,” he says.
Watch the full interview with Nao Serati below: