By Unam Ntsababa
In the ever-evolving landscape of South African fashion, Yamkela Mahlelehle, the creator and designer behind Maison KOTR, is making waves with her fresh and eccentric approach to design. Recently, she teamed up with Pick n Pay to launch a new collection that celebrates women and embodies resilience and beauty. In this interview, Mahlelehlele shares the story behind her brand, the inspiration for her latest collection, and the challenges and triumphs she has experienced along the way.
“I’ve been doing this for as long as I can remember, with no proof of concept, but I continued to fight for it, and it paid off.” – Yamkela Mahlelehlele.
From idea to icon: The birth of Maison KOTR
Yamkela refers to her brand, Maison KOTR, as a constant companion, growing with her over time. “I can’t really say when exactly Maison KOTR was founded, as I feel like I have been carrying it with me, allowing it to develop and materialise into what it needs to be at any moment in time,” she explains. While she humbly deflects the question of what makes her brand stand out, there’s no denying her forward-thinking approach. “I’ve always been ahead of my time. It’s all about mastering timing so I don’t miss out on my audience, and they don’t miss out on what I have to say through my brand.”
At the heart of Maison KOTR is a playful and experimental spirit. Yamkela describes the brand’s core values as “engaging with the arts through the lens of play.” This playful attitude allows her to experiment without rigid expectations, which she believes is crucial to staying in love with the creative process. “My personal style comes from not taking myself too seriously and having fun with it,” she adds, emphasising that her designs reflect this sense of freedom and curiosity.
Designing with a purpose: The Pick n Pay collaboration
Yamkela’s recent collaboration with Pick n Pay represents a powerful homage to women. She describes the collection as a “love letter to women,” drawing from the rich history of women’s struggles and triumphs. “Women have always had to fight to be seen and heard, and while that still applies today, the beauty is that we are still doing it with our heads held high,” Mahlelehlele says. Her inspiration comes from researching historical figures who fundamentally shaped how women see themselves today, even if those influences are not always conscious.
Navigating retail with Pick n Pay
Working with a major retailer like Pick n Pay presented opportunities and challenges for Yamkela. “The process was amazing, but intense,” she admits. “It was my first time working with a retail company that has millions of clients and a specific aesthetic, but they allowed me to speak in my voice.” The collaboration was truly a partnership, as Pick n Pay’s team balanced their customer needs while remaining open to Yamkela’s unique design vision. “They guided me towards what their clients wanted but kept an open mind about a new market that might form because of the collection. It was truly a collaboration and not a delegation.”
The feedback on her Pick n Pay collection has been overwhelmingly positive. Some garments have already sold out, and customers have reached out to Yamkela with praise for how flattering the pieces are on their bodies. “It has made me realise that, as a designer, you don’t have to focus on one aesthetic. This collaboration has enhanced my design perspective and made me hungry to explore other avenues.”
Overcoming challenges and embracing growth
Like many creative entrepreneurs, Yamkela’s journey has been filled with hurdles. “The two main challenges I’ve faced are staying true to my voice while adapting to my audience, and the cost of self-funding in such an expensive industry,” she reveals. Despite these obstacles, she views them as part of the journey and continues to push forward, motivated by her passion for design. Yamkela’s recent accomplishments have given her much to be proud of, including her first TV appearance, radio interviews, and magazine features. However, the milestone she treasures most is realising that her years of hard work are finally paying off.
To young designers looking to start their own brands, Yamkela offers sage advice: “The most powerful thing you can do is believe in yourself. Dreams are only real because we believe they are real, and we put in the work to make them a reality. Don’t get in your own way, and be open to learning from others.”
What’s next for Maison KOTR?
Looking to the future, Yamkela sees Maison KOTR gaining international exposure and establishing a strong foundation. She leaves us with a tantalising promise: “It’s about to get crazy, it’s about to get amazing – just watch this space.”
Yamkela Mahlelehle is a designer whose work is not just about fashion – it’s about telling stories, celebrating strength, and pushing boundaries. Through her collaboration with Pick n Pay and the continued evolution of Maison KOTR, she is undoubtedly one to watch on the South African fashion scene.
