Rajah goes Legit to take brand further

Imagine being able to buy top couturier Gavin Rajah garments at a fraction of the expected cost.

Now it’s possible, thanks to a partnership he’s struck with trendy but budget-friendly clothing store Legit, à la overseas retailers like H&M, who have collaborated with top-end designers like Stella McCartney and Isabel Marant.

The designer collaboration announcement came yesterday during a swanky press function in Clifton, where gourmet food and cocktails flowed as Rajah chatted to guests about the range he did for the chain store’s summer 2013/14 range.

Legit buyer Hazel Pillay said yesterday: “We are following H&M completely, but still keeping it South African. We have not looked offshore.”

She explained that their collaborations had included work done with celebrities, who designed the clothing, and one previous one with popular designer David Tlale. Celebrities Legit had collaborated with included TV personalities like Bonang Matheba, Sade Giliberti, Zizo Beda and Minnie Dlamini.

For the Rajah range, she insists they have kept to his DNA.

“These are two sides of fashion, and this collaboration has brought their strengths together... He is a creative genius. These are two brands on opposites sides of a pendulum that have created something unique. Both our brands will be visible in the collection,” Pillay promised.

These are about 20 pieces in the collection, including leggings, tops, accessories and shoes, which make up the bulk of the collection.

These are expected to hit the shelves during November.

Rajah said the collaboration began in May, and had been a difficult secret to keep.

“I’ve been very hands-on with this collection. It couldn’t just be a play-play thing… I am not worried. My clients know what I am about. The (Gavin Rajah) brand has been built to be something inaccessible, which is true because of its price range,” he said.

The c

ollaboration had been a learning curve in mass production, he said.

“Every seam adds to the price point. In my last collection, one style was made for three dresses. Here there could be 5 000 dresses. It is mind-boggling,” Rajah said, admitting the collection had been a challenge.

Normally his shoes or handbags would retail for about R7 000 each. Pillay said a handbag from their collaborative range would cost R179.

Rajah described the range as being floral-driven, not in print but in colour. Expect to see purple, lime green and pink.

Talking about the theme of the range, he said it was about a day out with a group of girls who love fashion.

“They want to look amazing. There are floral colours and a lot of embellishments.”

Known for his beading, he said the range managed to reflect the look of beading with a printing technique.

Rajah is confident that this move sets new precedents.

“This is about how designers can do business.

“This can open the door to new collaborations.” Weekend Argus