Lookbook | Spotlighting South African Fashion Design Label Prime Obsession

South African Fashion Design Label Prime Obsession is a brand that sells up-scale, once-off and minimal style thrift clothing. The brand which was founded by best friends Keneilwe Mothoa and Shelley Mokoenahas recently showcased their SS17 collection at the Prime Xperience AFI, a fashion and lifestyle festival part of Mercedez-Benz Fashion Week.
The collection features neutral brown and white palette in unstructured layers, large frills and oversized off-shoulder puff sleeves. According to the dynamic duo who met while studying interior design in university, the collection was inspired by ‘the average black family, the struggle, breaking boundaries and wanting to experience freedom to the fullest’.
Below are pictorials from the Lookbook of the collection shot by Jeffrey Rikhotso @jefflovesphotography