Fashion has been a popular embodiment of self expression since the beginning of time. Although it is often seen as a frivolous, vain and ephemeral industry in the modern world, the art continues to tell authentic stories through intricately sown fabrics. Having ventured into fashion as a way to inspire dark skinned girls to embrace their skin tone and redefine societal beauty standards, Nndivhaleni Matlabo, affectionately known as Leni, can attest to the significance of vogue.
The multi-hyphenated entrepreneur is the founder and CEO of “Euphoria by Leni”, a fashion brand that aims to do more than just offer you voguish style pieces.
“Growing up as a dark skinned girl, there were so many “unwritten rules” about what someone with my skin tone could, and couldn’t wear. My desire to dispel colourist stereotypes is a big part of why I founded my fashion brand”, expresses Leni.
Boasting modish silhouettes and avant garde accessories, Euphoria by Leni is what the French would call “trop stylè” (slang for “very stylish” – yes, this has everything to do with the Paris Olympics).
According to Leni, the brand’s essence is to start with the self and then move on to fashion.
“As cliche as it may sound, the brand’s name, Euphoria by Leni, is inspired by the adage “if you look good, you feel good.” With euphoria comes happiness. If you’re happy about what you’re wearing, you step with confidence and carry yourself accordingly”, shares Leni.
One thing is crystal clear from the online boutique’s catalogue: quality is of the utmost importance. With a collection ranging from luxe fur coats to modish bags, Euphoria by Leni has a wide variety of style options.
A fashion connoisseur herself, the entrepreneur shares that her personal style has influenced the brand’s creative direction. When asked to describe her personal style, Leni had one word – drama!
“Since my varsity days, I’ve always dressed for the girls who get told “this is not a fashion show.” *Laughs* As someone who loves statement pieces, including them in our collection was a no brainer. I also wanted to ensure that our pieces are bold enough to inspire the next person to come out of their shell.”
Despite her love for statement pieces, Leni also shares that the brand’s current aesthetic is subject to change as her main objective is to cater for all women in their different tastes and body types.
“I have always maintained that the goal is to become a fashion brand that caters for everyone. I studied in the United States for a while and for the opportunity to write for the school’s newspaper which made me realise how passionate I am about creating a safe space for women. I want to continue catering for different groups of women and expand the brand’s collections,” expresses Leni.
Aside from the voguish ensembles in her collection, Leni’s ultimate goal is to ensure that the brand inspires self-confidence, and in turn self.” The essence of the brand is to “start with the self and then move on to fashion.”
With this mission statement in mind, the fashion mogul in the making conceptualised the “Boldly You Brunch”, an empowering event designed to reignite your confidence and help you find or redefine your purpose.
The inspirational event is set to provide a safe platform for individuals to gather without fear of stigma and societal pressures that have adversely affected the mental health and self-esteem of many South Africans. Inspired by her own experiences with expectations of society and beauty standards, Leni aims to empower and encourage others facing similar challenges to tap into their divine purpose.
Under the theme “Ignite Your Confidence And Embrace Your Purpose”, the brunch aims to inspire confidence and rewrite negative narratives about the self.
“Confidence is the most fundamental element of success. You can have the vision and the knowledge to become who God wants you to be but you will not get there without self confidence. I want people to be empowered to deal with the root courses of their insecurities in order to uproot them.”
“The ‘Boldly You Brunch’ is a safe space where we will have conversations around Beauty, Fashion and Purpose. The aim is to empower everyone to embrace their authentic self, give you tools to pursue your passion and be part of a like minded community of supportive individuals”, shares Leni.
‘Boldly You Brunch’ will take place at Blue Valley Golf Estate (Taste Restaurant) on the 10th of August 204. It is expected to feature phenomenal speakers such as Dr. Tumi, Senzekile M., and Ratile Mabitsela, who will lead thought-provoking and insightful conversations to reawaken your spirit.
In an era where diversity and inclusivity are more than just buzzwords, Leni believe that the fashion industry stands at a deciding moment of transformation. Having been historically criticised for its dynamic behaviour, narrow standards of beauty and its lack of representation, the fashion entrepreneur believes that the industry has an obligation to undergo a much needed evolution. This includes redefining fashion trends and embracing the beauty of diversity in all its aspects.
“As fashion brands, we have a responsibility to have socially conscious conversations outside of what we sell. Branding is psychological. I believe that we need more spaces that allow people to express themselves,” shares Leni.
Fashion Quiz with Leni
What are your go-to winter items?
When I’m at home, definitely loungewear. I’m a suck for comfy sweatpants.
When I’m stepping out, I have two pairs of crocodile skin boots that I’m OBSESSED with. I usually style them with a cropped jersey, and a pleased skirt.
Favourite fashion trends at the moment?
I’m loving the faux fur coats (we have a gorgeous one in our ‘Euphoria by Leni’ collection). They are a great way to stay warm and be stylish at the same time.
I’m also obsessed with the white boots trend.
Favourite items from your collection?
Definitely the brown fur coat.
I am in love with our jewellery range. I like how the jewellery is suitable for both dressy outfits as well as your normal day to day clothes. I also love our bags – particularly the Fifi and Eva bags.
In parting, we asked Leni about her aspirations for ‘Euphoria by Leni’ and she shared her awe-inspiring desire to reach a global audience not only as a fashion brand, but also as an agent for social change.
“I want the brand to go global. Not only in terms of fashion but also in terms of having a voice for social change. I want the brand to be at the forefront of having conversations about beauty standards and how people can free themselves from the unrealistic expectations, especially in the fashion industry.”