“It’s important to become a sponge and absorb your surroundings.”
I’ve been a fan of Hugo Flear’s since I saw his work hanging at a year end exhibition at Cape Peninsula University of Technology. I being a Surface Design student and he a Fashion Design student, two years ahead of me, we would say hi in the corridors. His work straddles the two fields Fashion and Surface Design. Hugo has done his BA in Graphic Design at Stellenbosch and then went on to do his BTech in Fashion Design at CPUT.
He produces striking garment designs which stand out all the more for their unique prints which he creates himself. His 2013 collection ‘White Femininity ’13 (Boosting Vernacular Fashion)’ had a unique fabric manipulation technique he too developed.
This is one designer who is going places and I really admire his dedication and the beautiful work he produces.
Hugo Flear – White Femininity ’13
Hugo Flear – White Femininity ’13
Hugo Flear – White Femininity ’13
Hugo Flear x Mercedes Benz Fashion Week Africa 2013
Q: When you design, where do you get your inspiration?
I find inspiration all around me. Its important to become a sponge and absorb your surroundings. Everyday I come across something new, something that’s talking to me on another level of design that inspires a way of thinking. And by filtering it I am able to apply it to a concept.
Q: What is your usual design process?
It all starts with a concept. The concept is formed by various inspirations, which my be trends or aesthete. I create a mood board, I tend to design my own textiles so the mood board’s consist of graphics as well as fashion trends. From there I sketch stories, stories are clothes thats grouped together to create a story. I tend to think what the client will wear together. After the sketching process I sit with my designs and will design a textile print to suit the story. The textile design takes the longest as I find thats what sets my brand apart from the rest. The style of a garment is easy, the aesthetic is what makes it uniquely mine.
Q: Your Design Philosophy
my design philosophy: to be innovative, in a world of fast fashion. I want to create garments thats unique, long lasting quality and modern. Quality is key, I want to create commercial garments with a good quality finish. I create my own textile prints, therfore my quality need to resemble my process. No point spending all that money to create something beautiful with below average quality thats why its important to know who you are designing for.
Q: What do you want to convey through your designs?
Its difficult to pin point because every range has its own story, the overall message I would say is even in this day and age of commercially driven products, its good to produce something that’s uniquely individual. And through my designs I would like to convey that, be creative produce something with a lot of heart and thought behind it, people appreciate it more.
Q: What has happened in terms of your career since you have left Btech Fashion Design?
Since btech… with my btech range I won African fashion internationals fastrack designers. I was nominated as young designer of the year last year by AFI. I was picked by the British embassy to dress Dame Nicola Brewer last year for her opening of parliament function, they sponsored my trip to London fashion week last year September which was a dream come true. And I started working immediately after I finished my btech, I was approached by Gabi Rosenwerth, daughter and owner of Rosenwerth; south Africa’s oldest fashion house to be there ready to wear designer. Its been a year now and I am loving it. Its very hard work, but its rewarding.
Q: Where do you see yourself going in the future?
London london london, I would love to go back and work in the commercial sector.
And I cant wait to open my own shop!
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