Prime Obsession SS17

Rising fashion label Prime Obsession talk new collection, history and making ‘money from what we love’

Prime Obsession blew audiences away with their new collection at Xperience AFI, a fashion and lifestyle festival part of Mercedez-Benz Fashion Week, which took place earlier this month.

The collection’s neutral brown and white palette references the slave trade in the Americas and the subsequent issues faced by African people. “The inspiration was drawn from slavery and how us as a black people are still trying to break free from oppression,” co-founder of the label, Keneilwe Mothoa, told blog Helen Rose.

Amidst the buzz of their acclaimed runway show, we spoke with Shelley Mokoena and Keneilwe, the rising duo behind Prime Obsession, about how they got into fashion, their favourite items from the collection and their design philosophy.

Prime Obsession

Prime Obsession SS 17

What sparked your interest in fashion?
Being able to make other people look good is a good feeling. It was also sparked by compliments and encouragement from peers and lecturers from our days in varsity.

What made you take fashion more seriously and make a career out of it?
We like to tell stories with our clothes. At first, it was passion driven more than anything but now we make money from what we love.

What are you fascinated by at the moment and how does it feed into your work?
We are fascinated by history and the transformation of the old into the new — from architecture to fashion. Our brand is based on this concept. It’s part of our design process.

Prime Obsession SS17
What are the biggest lessons that you have learned since you started your company?
No matter how tired you are, things need to get done.

What were your inspirations for the creation of this collection? 
The average black family, the struggle, breaking boundaries and wanting to experience freedom to the fullest.

What are your personal favourite pieces in the collection?
The camel combo that closed the show (the bubble skirt and elastic bishop sleeve crop), the asymmetrical dress, the nude gipsy crop and 3-step elastic skirt. Also the 3-ruffle shirt.

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Prime Obsession SS17
Prime Obsession
Prime Obsession SS17
Photography supplied by The Threaded Man

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