Picture: Francois Heydenrych.
Celeb stylist Francois Louw has a diverse client list – it ranges from SoccerZone’s “it-girl” Minnie Dlamini to ex-Miss SA Leisl Laurie.
However, his advice to both isn’t dissimilar to the advice he would give you: you always need to consider what message you are trying to put across with your style. And, most importantly, don’t get into a style rut.
“You are your own brand. And when you work for a corporation, you have to carry that brand. For example, when you are in an office environment, you can’t be too casual. Always dress the part – you are selling yourself.”
As we all know, Minnie has many different commitments, so dressing her must keep Francois on his toes.
“When Minnie does SoccerZone, I always feel we need to look at the audience, which is male dominated. We always accentuate her curves and make her look sexy, but we make sure it’s not too revealing,” Francois explains. “It has to appeal to women as well so it will never be too tight fitting – it has to be corporate as well. I also look at international trends.”
Francois’ go-to site is Bay One For Africa, which offers clothing from international brands.
“It offers direct imports. So not two or three seasons behind,” Francois says. “What’s nice about working with Minnie is that she’s not afraid to show her curves. I think readers can associate with her look. She’s very approachable.”
When dressing Liesl, Francois is mindful of her following, while also trying to make the ex-beauty queen’s look a little more edgy – but it always remains tasteful.
“Liesl is quite conservative. If you look at the market that is interested in her, it’s teenagers who want to be Miss SA, and old school South Africans who want their daughters to be like Miss SA. We never overdress or oversell her.”
Francois feels that women need to be more daring with their style choices.
“Women shouldn’t be scared to try something new. They are always scared that they will be judged by other women in their environment. They shouldn’t be! Trying something new doesn’t mean you have to be a trendsetter. You don’t have to try all of the latest trends – just try one thing. It shows that you are open to change. Be daring and open.”
