A woman after Team HP’s heart, Elzanne Louw was drinking wine while we had this interview. She’s just wrapped up her Spring/Summer collection (look how pretty!) and took some time to spill the beans on how she came to create Lo, one of our favourite brands, which has been with us since the very beginning!
- Hel”Lo” Zani! Tell us a little about yourself.
I’m a compulsive maker of things, always have been, and used to drive my mother nuts as a child with impulsive projects which often involved a big mess. But I get a lot of satisfaction from my work because fashion is ever evolving and all about self expression. I guess it was a match made in heaven.
- You must have had some of the best dressed Barbies in town! So, you knew you wanted to do this ever since you were a kid?
I always knew that I wanted to build something really big, and in 2011 I realised that something big was my own small business. I have deep roots in the so-called creative industry and have always yearned for a career which would satisfy both my artistic needs and my suppressed inner geek. Lo was the inevitable result and I hope to grow this little fashion business into a viable contributor to the South African economy.
- That’s a philosophy we really love. And you? What sort of things do you “Lo”ve?
I LOve my inner geek because she has taught me a lot myself and what I am capable of.I LOve when people use their brains to help other people.And I really really really LOve Hello Pretty :)
- Aw, shucks, you’re gonna make us blush! Speaking of Hello Pretty, tell us about the “Lo”vely things we can find in your store?
I always say to people that I want to make that one item of clothing that has been in your cupboard for years. That go-to item, that just seems to be perfect for every occasion. You know, the one that you have worn to death…The one with the holes and stains which was demoted to home-wear two years ago but you still LOve it too much to let it go (and let’s face it you still wear it out every now and then). I hope to make clothes with longevity and clothes that women LOve to wear.
- Ah, going out in jammies - one of our guilty pleasures. What’s yours?
Gettin my NAILZ DID with my friend Wendz! DUH :) The more glitter the better. Hehehe.
We also love gettin’ our nails did! (Even Scott, although he won’t admit it.) For her stunning S/S line and even more pretty things, check out Lo’s Hello Pretty store, and get in touch on Facebook and Twitter.