Maiyet, South Africa’s New Luxury Label Promotes Development by Consumption

For the executive secretary of South Africa’s Truth and Reconciliation Commission to become the co-founder of a fashion house might sound bizarre to some but Paul Van Zyl, who was trained as a lawyer aims to promote development through high end consumption. Paul has been at the forefront of the movement trying to heal the wounds of apartheid in South Africa. And he does not see any contradiction in launching a luxury fashion label that creates products at price points ranging from $500 to $2,500.

The new luxury label launched by the South African activist is called Maiyet and it debuted its luxury line on Sunday with a runway show during Paris fashion week. This is truly luxury with a purpose. Maiyet aims to leverage the skills of artisans from the developing countries to design and create sleek, desirable luxury clothes, handbags, shoes and jewelry. The collection that launched the label was basically a contemporary and urban wardrobe but with a difference. There was a khaki trench coat embellished with khaki embroidery. There were high- waisted shorts in silk hand printed in Indonesia and dresses made from Indian cotton weaved on a hand loom.

Maiyet is the name of the Egyptian goddess of truth and harmony. The label is working with artisans and craftsmen in five countries. The textile and embroidery is taken from India and Indonesia. Silver Jewelry from Colombia and Kenya and South Africa provide the accessories made out of bone and horn. Kristy Caylor, President of the company clarifies that they are not making a pity product but creating things that people genuinely desire.
Via: cbsnews, forbes

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