ORGANIC STREET FASHION

Ella Buter launched her cutting-edge Superella label at Sanlam SA Fashion Week in 2003 as a finalist in the prestigious Elle New Talent Competition.

Since then the label has become a consistent highlight of successive South African Fashion week events for its exceptional creativity and production values. Superella is known for working with purely natural fabrics. Excellent craftsmanship, a sense of humour, precision in design, innovation and eccentricity are reference points for this brand.

The label has been garnering increasing attention for its saucy take on street fashion. The 2009/2010 collection draws inspiration from the working class. It is a response to the impact of poverty. The focus lies on simplicity for this collection. "I wanted to make beauty out of nothing"