Dare To Be Different With Loin Cloth & Ashes
Loin Cloth & Ashes is a fashionista’s breath of contemporary fresh air. Known for its hidden detailing, print, elegant edge, comfort and fit, LCA is an Africa based fashion brand for women who want modern, functional, relevant design with a Neo African point of view. The brand has collected many accolades over the years such as winning Emerging Designer of the Year Africa in 2013 awarded by Africa Fashion International, collaborating with MRP Group and producing three ranges, reaching countries such as Nigeria, Namibia, Botswana, 40 stores in South Africa and online globally, being nominated for an MTV Awards Transform Today Award in 2014 as well as being chosen to gift the first lady of United States of America, Michelle Obama during her first visit to Johannesburg.
Founded by Anisa Mpungwe, a Tanzanian, raised in South Africa to diplomat parents, Loin Cloth & Ashes also aligns with companies such as LG, Samsung, Maserati, Converse, Nestle, BET and Bobbi Brown of which the brand has collaborated with in previous years. Anisa’s career started at the age of 19, when she worked for various fashion houses, magazines and apparel factories around South Africa and it was during this time that she decided to take leave to further her studies at the prestigious London College of Fashion in the United Kingdom. In 2008 Anisa entered the Elle New Talent Award, a national fashion competition, where she won leading to the birth of Loin Cloth & Ashes. Since then, her brand has been involved in many fashion weeks in and out of South Africa including Angola, Sweden and New York.
In 2012, Anisa opened her first flagship store and in 2013 she won the prestigious title of Emerging Designer of the year in Africa. The brand whose name comes from the term “Sackcloth and Ashes”, a Hebrew custom of expressing humility before the higher spirit by wearing coarse cloth, normally used to make sacks, and dusting oneself with ashes, was created to give women an alternative to the LBD. Focused on dresses and skirts that compliments the female form, Loin Cloth & Ashes attracts independent women who are driven and take pride in their appearance at work and at play. The brand makes dresses that create a statement while maintaining a timeless air of luxury and style. Inspired by art, music, colour, shape, Africa and mood swings.
Loin Cloth & Ashes loves a woman who is powerful and confident and carries her beauty proudly. From Neutrals to brights to prints, from natural fibres to synthetics, Loin Cloth & Ashes like structure, drape, pleats and gather or form hugging silhouettes. The motto “dare to be different”, is the key principle in the house of LCA with a hint of quirky, mature sophistication.