SAFW SS21 DIGITAL COLLECTIONS | AMANDA LAIRD CHERRY

Amanda Laird Cherry studied Clothing Design and graduated at Technikon Natal (now DUT) in 1983. She worked in the studios of two boutique businesses before joining Instinct Sportswear, which sold internationally. Amanda was appointed as the Design Director, remaining there for many years. Amanda Laird Cherry officially opened as an operational business in February of 1996, supplying the Durban Designer Emporium and other boutiques around South Africa. She co-founded The Space in 1999, currently extending to 11 outlets within South Africa. Amanda has participated in numerous fashion showcases in South Africa and has shown her seasonal ranges at SA Fashion Week 25 times. In September 2019, she was honoured at the World Fashion Awards in London, taking home the Fashion Designer of the Year award. After 30+ years in the industry, her dedication and hard work has been recognised internationally. The business was also awarded the Changemaker Award at the inaugural Twyg Sustainable Fashion Awards in the same month. “Those who think of clothing exclusively in terms of this or next season’s fashion are missing the point a little. The fabrics and the cuts we wear tell us about our society.” – Amanda Laird Cherry Instagram: https://www.instagram.com/alc_woman/