When I received a little surprise press release drop specially dropped off at my office I knew that this something special. Diana Tadjuideen a international fashion model’s brand is aimed at professional women looking to add strokes of Parisian sophistication to their wardrobes. The seasonal collections embody Diana’s timeless elegance and natural French flair, bringing her imaginative spirit to life.
A little bit more about Dianne, she is born and raised in Paris by her Polish/Togolese parents. An international model since the age of sixteen, her travels far and wide finally led her to South Africa where Diana decided to harness her entrepreneurial spirit and love for fashion. With DIANE, she managed to create a brand that seamlessly merges her Parisian femininity with her passion for timeless glamour.
Diana is a hands-on label owner who is involved in every minute detail of the business – compromise is never an option. Her vision for DIANE is to create a lifestyle brand and allow each customer to inhabit a world of chic sophistication synonymous with The City of Light. “My mission is to make the brand nothing less than extraordinary!” Diana enthuses.
Fabric selection plays an integral role in Diana’s design process, with her painstakingly selecting the finest cloth and materials from fabric houses dotted around Paris. The design of the garments also takes place here where her designer fashions and initially moulds the clothing to Diana’s frame. The final product is then manufactured and finished to perfection in Poland. “When sourcing fabrics I am driven to find options which are both unique and line with international trends. I often spend days on end exploring side streets in search of fabrics that jump out at me. We use silk, dentell de Calais, viscose and eco-leather – which is currently trending in Europe,” she says.
Versatility and everyday indulgence drive her creative process and shape each collection. “I struggled to find on-trend garments that expressed my individuality. I like pieces which can be worn from day to night and that combine the classic with the now,” she says.
The current collection is made up of whimsical summer dresses, elegant midi length skirts and eco-leather raw edge tops and jackets.
Garments range from R710 for elegant mini shorts, R790 for raw edge tops, R1500 for classic eco-leather jackets, and R1800 for sophisticated summer dresses.
DIANE is currently available at the following stockists in Johannesburg; at 44 Stanley, Burgundy Fly in Rosebank and 70 Juta Street in Braamfontain.
The Bromwell Boutique Mall in Woodstock, Cape Town also stocks the DIANE collection.
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