Among fashionistas, just one name — Prada — reigns supreme. Now that name is finally available in South Africa, for style-obsessed female aesthetes.
Callaghan, an exclusive boutique carrying Chloé, Cacharel and Nicole Farhi, has become the first stockist of Prada’s casual-wear range, Linea Rossa. Boutique owner Shirley Tamaris said her first shipment arrived last week, and that a second shipment is expected in October or November.
More than half the stock was sold out on the first day, but Tamaris says there are still items available.
Callaghan’s fashion scoop was two years in the making, as Tamaris had to reapply, after her application was lost, and had to send several photos. “They’re very selective,” she said.
Prices start at about R495 for a T-shirt, with shirts priced from R2 800, denim jeans from R3 800, silk jeans from R5 000 and raincoats from R11 000.
“So they’re a little bit more than American jeans, which are R2 300. Some True Religion jeans are over R3 000,” she acknowledged.
According to Tamaris, top local fashion is just as expensive, and the quality and construction is not nearly as good.
She described Linea Rossa as classic, timeless fashion. “It’s not the mad fashions you see in the magazines,” she said. “It’s affordable luxury for us here.”
Style junkies already enjoy access to a variety of international designer goods, among them Montblanc pens, Jimmy Choo shoes, True Religion and Sevens jeans, Louis Vuitton handbags, Escada, Armani and Max Mara clothing. But Tamaris — who stocks several other designers, including cult dress designer Diane von Furstenberg — said nothing comes close to Prada.
“I buy several collections, and I’ve got nothing like it,” she said.
“Fabulously” well-cut clothes from good-quality fabric distinguish Prada, she said. “There’s nothing comparable here. It’s for chic, smart women who want classy clothes.”
Tamaris said she had hoped for Prada’s trendy Miu Miu range, but this will instead be stocked by an Australian retailer that is planning to open stores in South Africa. “It’s too avant-garde, very, very expensive. But I’m hoping to get the bags.”