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Created by Lerato Moloi, Love Story Collections wants to make every woman feel like the garment she is wearing is an extension of who she is.
“Our aim in each collection is to express feeling through our creations; to create a symbol of individuality. We want you to feel sexy, confident, elegant, playful, sophisticated or powerful each time you wear your Love Story piece,” she says.
It was during Moloi’s final year at the London International School of Fashion that she was lucky enough to score an internship with renowned fashion designer Thula Sindi, which led to other opportunities in retail.
“During my travels, instead of shopping, I spoilt myself with fabrics, lots of beautiful, textured fabrics. I had no idea what I would be creating with them. After a few months, I summoned up the courage to start my very first collection. I got a few garments produced and called my brother-in-law to help with photography for my look book. I sent that out to my limited but supportive database and, well, the rest is history.”
Moloi says she has loved fashion from a young age. Her dad taught her how to draw and her mum encouraged her creative flair by turning the outside quarters of their family home into Moloi’s own creative space.
“I got to do absolutely everything in that studio of mine. I took it too far at times, often cutting my new clothes and my mum’s curtain linings to create ‘couture’ items for my Barbie dolls. By the time I was in high school, my older sister gave me the opportunity to design her matric ball dress. I was hooked after my first real design came to life.”
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