Cape Town designer Ishaarah Abrahams partners with Shein
Cape Town fashion designer Ishaarah Abrahams has partnered with international clothing retailer, Shein.
The collaboration came about after Abrahams, 28, participated in the #SheinX100KChallenge in 2021, which invited creators to compete for a chance to be featured in Shein’s AW21 Show and win $100,000 (R1 823,630) to kickstart their brands.
Out of the 30 emerging designers who participated in the “Be Bold, Be You” challenge, Abrahams was lucky to secure a spot in the semi-finals.
She was the only South African designer, which was a big deal because it meant she managed to impress the judging panel of reality TV star Khloé Kardashian, celebrity stylist Law Roach, American fashion designers Christian Siriano and Jenna Lyons, and magazine editor, Laurel Pantin.
The young designer was ecstatic to be one of the few designers chosen to create a summer collection with the retailer.
"Being recognised as a finalist in the #SheinX100KChallenge has opened doors I never thought possible. My Spring/Summer 2021 collection has exceeded expectations in sales since its launch.
“This opportunity has given me a global platform to showcase my designs, connect with other talented creatives, and truly believe in the potential of my work.
“It has not only transformed my career but also inspired me to keep pushing boundaries and empower others in my community to pursue their dreams,” said Abrahams.
The Bo-Kaap collection features chic summer dresses and satin pants with bold colourful prints to celebrate her unique vision and cultural heritage.
“The Bo-Kaap is well-known for its colours and bright culture, so I wanted to focus on that in the theme of boldness by creating pieces that are super strong from a colour perspective, and that spoke to Bo-Kaap’s flavour,” she said.
The Bo-Kaap collection will be available for purchase at the Shein pop-up store at Sook, Mall of Africa, Johannesburg from August 2-11.