In the city of Johannesburg, a fashion revolution is brewing. At the forefront of this movement is Nao Serati, a contemporary athleisure brand that is redefining African fashion. Founded by designer Neo Serati Mofammere in 2014, the brand is known for its unisex garments that explore the margins of gender, art, and sexuality, all while celebrating its South African heritage.
For Neo Serati, fashion is more than just clothes; it’s a dialogue that asks, dissects, and often subverts what it means to be in modern-day Africa. Drawing inspiration from South African youth culture, the brand captures the visual cues, rebellious attitude, and spirit of innovation that define the country’s vibrant fashion scene.
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One of the hallmarks of Nao Serati is its commitment to sustainability. In a world where fast fashion dominates, Serati believes in the power of upcycling and refurbishing garments, reducing wastefulness and promoting a more conscious approach to fashion. As a commercial stylist, he witnesses firsthand the immense amount of clothing that goes in and out of people’s closets daily, fueling his passion for giving new life to pre-loved pieces.
The brand’s unique use of materials sets it apart from the crowd. Serati’s designs challenge traditional notions of gender and sexuality, pushing boundaries and embracing a fluidity that reflects the diversity of modern society. From ethereal fabrics to unexpected combinations, Nao Serati’s garments are as thought-provoking as they are visually stunning.
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But it’s not just the fashion world that has taken notice of Nao Serati. The brand has garnered attention across various media platforms, showcasing its designs at prestigious events like Mercedes Benz Fashion Week Johannesburg and South African Menswear Week. Nao Serati has even graced the cover of Marie Claire South Africa, solidifying its status as a rising star in the industry.
When it comes to caring for his creations, Serati advises treating them with the utmost gentleness. Like a baby, these garments require delicate handling to ensure their longevity. Serati believes that if we all cherished the pieces we love instead of chasing trends and trying to be cool, we would create a more sustainable and enjoyable fashion experience for everyone.
