Craig Zoowie

The rising African icon of luxury style and decor

When I met Craig Zoowie during the Windhoek Fashion Week in 2016, I just had to ask him what his one styling tip was. Without hesitation the Zimbabwean style icon told me that a wrist watch was an absolute must as an accessory. This was at a time when I had no time for watches, literally. A few years later, I know he will be proud to know that I cannot go without a wristwatch.

A multiple award-winning luxury event designer, Craig is a fashion stylist and grooming consultant who merges his taste for luxury and attention to detail in everything he does. He has become a highly sought-after style advisor whose magic touch has attracted the attention of South African mega stars, including Makhadzi and Daliwonga.

While we haven’t met since 2016, Craig continues to inspire me with his impeccable style stories which are meticulously documented via his Instagram page. I reached out to him to share his story…

What was the “aha” moment that made you realise this is the career you wished to pursue?

It was the need for bespoke, well curated, beautiful events a couple of years ago when I was invited to an event and the floral arrangement in the middle of the table was so absolutely baffling to me – it had four stems of roses and the roses were not even fresh.

How did you get your big break?

It took moving to Harare, which is Zimbabwe’s capital city, to get our brand out to a larger market.

Are you a closet editor or builder?

I would say I am a Tastemaker. I assist the client acquire a more refined palate – from the design of their homes and the appliances that will complement the furnishings, art pieces, the crockery and cutlery choices to the clothes they wear.

What is your take on the sustainable fashion movement we find ourselves in, and where do you think luxury fashion fits into that picture?

Sustainable fashion has become a buzzword for brands which want to escape accountability for their harmful practices. I think the power of sustainable fashion comes from the consumer of these fashion goods to really hold a brand accountable by questioning ethics and business practices. And for luxury fashion, this power is in the wallet of the buyer and consumer. If something was made in a way that exploits another person or harms the environment, then a consumer can decide to withhold their buying power.

Walk us through the creative process you go through when styling a client.

During our initial briefing I ask a lot of questions to understand who the client is, their daily schedule, or whether their part at a production/event is red carpet or hosting. From their description I get to understand the client and will be able to choose which designers to approach for possible garments, etc.

What do you love most about the work you do?

Making life more beautiful.

Have you ever worked with a Namibian client?

If not, who would you envision working with here? I would love to style a couple of Namibian personalities. Among them is probably Luis Munana.

What are the parallels between fashion styling and event design and décor?

Both are very much creative processes. Understanding the client’s vision and processing it enough for their taste, so that the end product resonates exactly who they are and thereby helping their brand communicate beautifully.

How important is décor for a wedding? Do the small details really matter?

From the first point of contact which is the invitation either electronic or a hard copy. That sets the tone to the type of wedding you are being invited to. The quality of the design, the wording on it and the attention to detail like advising dress code gives you a general indication. The process of preparing both for the hosts and guests sets the tone too. As guests arrive, that total well curated aesthetic definitely chanels through the mood of the entire wedding. Either romantic, fantasy, hobo, chic, cultural. Those details really do matter as guests will forever remember how the wedding made them feel through all the details from the scent of the space, the lighting, the textures of the linen, the candles, the sounds, etc.

Is luxury (be it couture clothing or high-end décor) really worth it, especially in the African context?

Have you seen African décor??? We are the definition of luxury because we have always appreciated and used natural products, materials, colour palettes, and our entire aesthetic appeal has always exuded a luxurious warmth. Maybe we just don't call it luxury because it is almost natural. So to answer your question, luxury is absolutely defined by Africa's appreciation for originality, uniqueness, splendour and royalty. If you need to be convinced, look at ancient African kingdoms and the ceremonial dress codes of African royalty, warriors and citizens. We have known luxury before it was a Eurocentric concept.

Finally, where do you see the Craig Zoowie brand headed to in the next five years?

EUROPE.

Watch Craig Zoowie’s fabulous style story continue to unfold on his social media pages: @Craigzoowieofficial on Instagram and @CraigZoowie on Twitter.

Rukee Kaakunga is a Windhoek-based Communications Specialist, Blogger and Freelance Fashion Writer. Contact her via email: rukeekaakunga@gmail.com and follow her on Twitter @rukeeveni and on Instagram @rukeekaakunga.

Photo credits: Optimass Art; Derrick Manieca & Rage Inc Studios