Delft and painterly prints, monochromatic and nautical colour schemes as well as that perennial summer favourite, white on white, dominated at the launch of our summer collection dubbed House of the Artist on the morning of 6 October.
Fittingly, the chosen venue was CAAM Gallery in Cape Town’s De Waterkant. The collection was introduced across the gallery’s three floors by way of live "fashion installations” as well as floral furnishings that made use of the season’s palette.
"We broadened our range to include everything from effortless daywear to a selection of feminine occasion wear. There are evening dresses with beautiful hand-crafted lace as well as basics such as soft camis, cotton shirts and classic blazers,” says Mari Lochner, our head buyer. "The printed tunic dress is one item that is definitely on my personal wish list.”
The three strong directions can be divided into festive and feminine black and white pieces. These pieces are made from imported fabrics from India and embellished with appliqué, cut-outs and contrasting textures; holiday wear with a modern take on blue and white; and painterly prints that have been designed exclusively for High Discount in Paris.
"We specifically chose these colours and fabrics because they speak to the finer things in life and intimate new, treasured experiences,” says Lochner. "Although everything is coordinated, the range has retained the eclectic appeal that has always been a mark of High Discount’s offering.”
In an extension of the clothing, the season’s footwear offers a balance of core and fashionable items with leisure sneakers, sliders, block heels as well as espadrilles with up-to-date detailing such as white soles. High Discount’s new-season bags – tote bags, shoppers, backpacks, crossbody bags and weekend bags – too were designed with the laid-back season in mind: spacious, stylish and hard-working. Added to these are leather belts, scarves and straw trilbies and fedoras as well as summer’s essential wide-brimmed hats.
"Our range epitomizes simplicity and quality - created for the modern woman. The brand has evolved in terms of textures and colour palettes, but has still remained true to its classic aesthetic,” expressed, Candy Swart, Marketing Manager.
Given the light, breezy fashion and the event’s #High DiscountInBloom handle, each of the three stories were decorated in fresh flowers by Alwijn Burger. Burger used the collections as a point of departure and echoed its colours, textures and moods in the installations that served as backdrop for the fashion and homeware.
After two floors of fashion, the top story was given to High Discount’s homeware, which include Wonki Ware, glassware and crockery as well as cutlery. To further enhance the immersive experience, Martjie Malan from M Patisserie prepared the morning’s snacks, a live cooking installation and interacted with guests as they enjoyed MCC, fresh juice from Juice Box and coffee by Rosetta Roastery.
The airy, contemporary space provided the perfect backdrop to the blue and white homeware enlivened with metallic touches. Echoing the fashion, the range makes use of Moroccan- and Indian-inspired prints, florals, lace and tonal textures. Even the new Wonki Ware colour scheme uses complementary greys, duck-egg blue and turquoise with pops of indigo and red.
As a parting gift, guests were invited to choose one of the beautifully designed and locally made plates, in one of High Discount’s summer 2016 pastels to take home - straight off the wall installation.
You can view all of the photos here.
Photography by Bryan Viljoen.
