– South Africa’s leading fashion e-tailer – has announced the launch of its private label, Superbalist. Inspired by catwalks and street-fashion around the world, every collection is limited and once-off. Additionally, the label is also proudly SA-focused, designed in-house by South Africans, with 80% of garments produced locally for a South African consumer.


David West, Head of Design at Superbalist, says, “the Superbalist label was created to capture the spirit of our brand.  We are known for fashion and leading the way in terms of trends. We’re the destination to find something new and exciting. That’s what this collection encapsulates. It comprises accessible yet unique fashion at good prices, with pieces that have you covered from work to play.”


West believes the collection continues the brand’s focus on empowering individuality through fashion. “Our hope is that people see the potential to express themselves through the Superbalist label. We help them to do this by releasing limited ranges in exclusive drops every week so that not everybody else is seen in the same item! It’s a collection of the newest trends and wardrobe staples done our way.”


Diversity is another big focus for the brand and the plus-size offering is a key component. This comes through strongly in the Superbalist label, which has the goal of creating main-range items in extended sizes.  “Our commitment is to enable you to do fashion, your way. That means ensuring everyone has access to key pieces to unlock their individual creativity and confidence.”


West adds that the Superbalist label is intended to balance on-trend newness while maintaining a sense of timelessness. “Everybody wants to feel relevant, but nobody wants to feel like a fashion victim so getting that balance right is important as a design team. We want these items to last a few seasons. We provide quite a wide spectrum of wardrobe building items from basics to denim to smarter workwear so that the customer has the ability to interpret the collection in their own way.”


As ever, speed and newness are the beating heart of South Africa’s fastest-growing online fashion brand. West says, “We ship fast and deliver new fashion fast. We don’t wait to copy the rest of the world – we absorb the trends we like and interpret them in our own way, for a South African audience.”


So, what are the trends shoppers can expect to see in the inaugural collection? Superbalist Trend Director, Anja Joubert, touches on a few, “I think the biggest influence has been the strong and slightly retro colour palette.  There’s a big shift into the rust, ochre, rich browns and neutrals tones like stone, whether it’s summer or winter. As we move into more seasonless dressing, those old ‘rules’ don’t really apply anymore.


“Pattern is also looking exciting this season; animal has taken over into all silhouettes and tie-dye makes a sophisticated comeback. Within themes utility, retro undertones and a return to smarter dressing specifically are replacing the prior dominance of athleisure.  There is a real ease and effortlessness when it comes to dressing and silhouettes, especially dresses.


Joubert says that the main source of the collection is to embody the values and attitude that Superbalist represents. “We’re building a clothing brand from scratch, which is exciting, not without its challenges obviously, but the next natural step for us. We have an amazing team of people and what gives us our edge is that we’re agile as a company and value being able to react quickly. Everyone is very hands on, and the attitude is one of trying something new and being inventive as opposed to ‘this is the way we’ve always been doing things’.


It’s a very dynamic space to be in and that’s great for creativity and pushing things forward.”


Superbalist the label launched on 4 June 2019 on


More on the top trends that inspired Superbalist:

David West, Head of Design, says that the Superbalist label is guided by top trends that are broken into colour and theme stories. “We have two main focuses for this launch – a slick 70s influence and the more sartorial meets sports influence. This season, you’ll see inspiration taken from the 1970s, with bold retro prints, feminine shapes and a spicy, saturated colour palette. A lot of designers are referencing the style of their mothers in the 70s and 80s right now, which means there’s lots of nostalgia in there.”


West continues, saying that the dominant fabric choices of the collection reflect the most in-demand looks on the runways – and streets – right now, “It’s all about prints! Florals, geometrics, paisley and the biggest this season: animal print.”


He also teases that spring is going to be something special, “Our Spring collection is on the way and it’s looking really strong – we have all the new trends covered, some really exciting prints and shapes and great swimwear for high summer.”


The faces behind the fashion

Meet some of the Superbalist team and hear why they love the new private label:


Neil Aaron – Senior Menswear Buyer, “I’m the senior buyer for menswear, specialising in private label. I have been with Superbalist for three years but have been working in retail for over 10 years. Working on the Superbalist private label is exciting because we are building a brand from its infancy, obviously, this comes with its challenges, but the outcome is always rewarding.”


Zandi Mdlulu- Assistant Buyer Mens Footwear, “I love all things fashion and I believe that when you look and feel good then everything all around you will align itself in the same way. What I love most about my job is being in the know as to which trends will possibly take-off before everyone else!”


Azara Amien – Assistant designer for Plus, Maternity & Swim, “I am a 20-something year old with great drive and ambition, and a thirst for challenge and change. I work with a few fierce females who strive to create great products and tend to throw themselves entirely into what they do.”


Sophie le Roex – Catalogue Styling Manager, “I love the fast-paced environment of an e-commerce studio.  Shooting new fashion daily means we are able to react to emerging trends and customer behaviour and adapt accordingly. One of the most challenging aspects of working in a multi-brand environment is cementing a house style; with the launch of the Superbalist label we are at a super exciting juncture where we can do just that. The way the product is styled and the looks are put together is the final step in the journey, and we work closely with the design, buying and trend teams to ensure that the message translates to the customer and that the looks are current, inspirational, but very wearable.”


Making the new Superbalist label

Most of the collection was produced in Durban and Cape Town, by small business factories – some of which are dedicated to producing for Superbalist. West says they are an integral part of Superbalist and its long-term focus on sustainability, “It’s impossible to stress how important these small businesses are to us – they’re part of the Superbalist family and we’re extremely proud to be able to support these institutions.”   

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