Contact her on @hulella_
I'm Nene, a young woman from rural South Africa. I relocated to the city four years ago and graduated with a BA in Fashion Design from the University of Johannesburg. My designs embody hyper-femininity and nostalgia, inspired by my childhood experiences growing up as a transgender woman in a traditional society. I had to conceal my femininity, adopting masculine traits to fit in. Now, I'm blessed to create enchanting garments resonating with diverse women and femme bodies.
My inspiration stems from personal experiences, childhood memories, pop culture, queer culture, and my individual style. Johannesburg's vibrant creative scene, characterized by gqom music, midnight culture, and alternative fashion, deeply influences our South African brand.
Although our aesthetic may not align with mainstream South African fashion, we've garnered significant international attention, particularly from European audiences. At Hulella, we craft unique, handmade pieces that offer a distinctive textural experience. As a slow fashion brand, we prioritize artistry over fast fashion's replicability.
Our design process involves extensive trend research, exploring ethereal, fairy-core concepts, and hyper-feminine streetwear. We aim to disrupt streetwear and athleisure markets unconventionally. By doing so, we hope to contribute meaningfully to the industry.
Nene, from @hulella_