With just over a month to go before entries close for this year’s ELLE Rising Star Design Award in association with MRP, we thought it a good time to catch up with our 2014 winner, Tamara Chérie Dyson.
ELLE: Life after winning ELLE Rising Star 2014?
Busy! But good busy! I am so excited about everything that has happened and that is still happening. We have been doing made-to-order pieces and focusing fully on building the business and creating a sustainable luxury womenswear brand. It is officially launching at the end of July, which is incredibly exciting. There are a few other amazing projects in the pipeline too.
ELLE: How has winning the competition helped your career?
The exposure from winning has been great. The rest is up to me. It is my responsibility to make my business work.
ELLE: Best and worst moment during the competition?
The best was obviously winning. The worst was completing my honours degree in fashion design at the same time that the competition was running. Having to focus on presenting my work to the judges and showing it on the runway and emailing through my completed dissertation was really tough but it taught me a lot about about myself and how to manage my time more effectively.
ELLE: How did you hear about ELLE Rising Star?
Through the internet.
ELLE: Best advice you received during the competition?
From Jackie Burger. She told me to take my time in establishing my brand and not get caught up in the hype after winning as it would help me solidifying my place in the fashion industry.
ELLE: How were the judges?
They gave such great feedback and helpful, constructive critism. It was really humbling to have influential industry professionals believe in my designs and my brand.
ELLE: What qualities do you think an ELLE Rising Star should possess?
Besides the obvious design skills, I’d say being able to exercise quality control is a must. The judges are very strict when it comes to garment construction. You also need good time management skills, a basic knowledge of running a business and an idea of how you are going to implement your vision, both with regards to design and your business.
ELLE: Can you walk us through process you followed when designing your winning collection?
I work a bit backwards when designing. It is usually something from my daily life that spark a design idea with me. I then start sketching designs and details I like. Once I have a basic idea of where I want my collection to go and a concept, I start doing research to develop the designs and source fabric samples. After that comes the pattern-making phase, sewing toiles, fittings and finally the sample production.
ELLE: Where do you look for inspiration?
I am inspired by so much but I’d say primarily architecture and interior design,
ELLE: Which South African designers do you look up to?
Lukhanyo Mdingi.
ELLE: Can you tell us about your latest collection?
I am currently working on my spring/summber 2015/16 collection that will be launched at the end of July. In keeping with my minimalist approach, it will consist of investment pieces with a modern edge. I am using predominantly neutral with pops of beautiful summer hues and metallic accents.
ELLE: Lastly, any tips for entrants to this year’s competition?
Be true to your design aesthetic and be very aware of the marketability and selling point of your brand and designs. After all, if you’re not selling and making a profit, you don’t have a viable business.
Have you entered #ELLERisingStar yet? If you haven’t, click here now.
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