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Press Release
2011 FEDISA / Elle New Talent Designer Search Competition
Issued by: FEDISA  
[Johannesburg, 23 September 2011] -

Danielle Hartman, a First Year lecturer at FEDISA was one of eight finalists selected for the Elle New Talent Designer Search Competition, held in association with Mr. Price this year.

On the evening of Thursday, 22 September at The Crowne Plaza in Rosebank the finalists showcased their collections under the theme, “Show Us Your Pattern” at SA Fashion Week.

Danielle boasted a feminine collection with the title, “A tribute to a Heroine”. In her own words, she explains, “I have always loved Delftware and when I read the brief, it was the first thing that popped into my mind. I love the colours; the feminine, organic floral designs which create the most beautiful patterns. I also adore the way the porcelain depicts a picture scene as its feature. With that in mind I decided to use the colours and tell a story within my collection like the pictorial setting in traditional Delftware”.

Her inspiration was drawn from our interesting and colourful South African history. These include Dutch heritage, traditional tribes, war, Mama Africa, the South African national flower - the Protea, leather, gold and her love for all things vintage. Combining all these aspects she used them in prints, appliqués, fabrications, and silhouettes, creating her tribute to all heroic women who have paved the way for our modern society.

Danielle established her fashion label called, “Heroine” in October 2010 and her design aesthetic is true to her word as she explains, “At the end of the day it is just fashion and I wanted to create a collection that makes women feel and look special by not compromising anything, by just being”.

For more details on this amazing event and to discuss possible sponsorship opportunities contact Allen Leroux on 021 425 5810 or email

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