Diana Tadjuideen is an international model, entrepreneur and founder of the clothing label Diane. Diane is a ready-to-wear brand targeted at professional women looking to incorporate hues of Parisian sophistication to their wardrobes. According to the brand, the seasonal collections “embody Diana’s timeless elegance and natural French flair, bringing her imaginative spirit to life”. The Diane-Paris A/W 17 collection, inspired by and designed for the fashionable woman who is passionate about travel, career and family, offers a complete wardrobe for every occasion taking you from the office to a cocktail party.

The campaign shoot for the collection was shot in Poland against an industrial location that perfectly incorporated, yet contrasted, the soft elegant details of the collection, representing its diversity. This running theme was continued with the choice of two models accompanying Diana that embodied the versatility and wearability of the range amongst all women.“Being a model and working with stylists and designers, I didn’t know I wanted to have my own brand. It just came naturally because I was always with those kinds of people and they were always trying different styles on me. I started to create a few pieces for myself. “Then my mom said: ‘listen. Your dresses are very nice and your friends are loving them so why don’t you make more dresses for your friends?’ That’s how I started my label. I made stuff for my friends and then their friends and I decided to a collection. And that all started in the south of France. Then I moved here and now we’re launching the Autumn/Winter collection,” expressed Diana.

This month saw the entrepreneur open her first showroom in Johannesburg. “The showroom is now open to the public but it’s by appointment only. We really want to give clients a whole experience,” she told IOL. “This is a lifestyle that we want to show and experience with them so I prefer to have one-on-ones with clients. Also, I want people who are interested in the brand to come on purpose and not just people who are walking by on the street. That’s why we are here.”

The Diane-Paris AW17 Collection is available at select boutique stores nationwide, online at WWW.DIANE-PARIS.COM and at the Diane-Paris Showroom.

Images: Diane Paris