BRAND VISION
Opening two more flagship stores in Gauteng in the next few months, Philosophy is also found in larger, speciality department stores where branding is strong. These outlets are supported by Jenni Button’s very visual advertising and marketing material. As a firm believer in local empowerment, Jenni produces 90% of her collection in South Africa and Philosophy is a “Proudly South African” label.
CLOTHING DNA
“I’m designing for an International woman who demands a modern system of dressing. Philosophy’s concept is based on a few key pieces, where a handful of interchangeable items work together to create an entire wardrobe that goes from day to evening, weekday to weekend, season to season.” Signature dresses, body hugging shapes in fine jersey knits in bold, bright prints and plains, Button cuts with a confident body in mind, knowing where to gauge or create distraction in order to camouflage personally undesired areas. “Philosophy sets the pace… the attitude… for women on the move.”
COLLECTION INSPIRATION
“The current Fashion Explosion of print and color internationally has been my main source of inspiration. It’s confirmation that my bright prints and bold graphics from the past four seasons have been on the right track. The beginning of Spring with the universe giving birth to “color” and “new life” is a strong influence. I have combined ethnic print, with floral, with leopard and lace and I love the juxtaposition of combining these strong bold prints. To me they become wearable art.”
