Indhi is a brand that epitomises the real and curvaceous South African woman. Taken from the abbreviation indi (meaning individual), together with a play on the word India, the Indhi brand is an amplification of local and original glamour with a pertinent African-Indian influence.
Strong colours coupled with basic designs are at the forefront of this range and outfits are versatile enough to be dressed both up and down. The main objective of the brand is to celebrate the uniqueness and beauty of curvaceous bodies, and hence this is one of the few South African fashion labels that really resonate with women in our country.
Furthermore, the Indhi range has a definite organic African and Indian quality to it. This is evident in the brand’s adoration for everything bright and beautiful, taking inspiration from traditional wear in both these colourful countries. The Indhi range thus embraces an undeniable local flavour which is at the same time stylish, sexy and very modern.
Beautiful midi and maxi dresses in an array of colours are synonymous with the Indhi brand and are particularly flattering and striking. These dresses are best worn with large leather belts and chunky colourful jewellery.
Owned and designed by Mel Brookes-Samuels, the brand began in 2008 and epitomizes an effortless and chic lifestyle clothing range for real woman across the country. “I always dreamt of creating a curve-friendly brand and being a curvy woman myself I found it extremely difficult to find flattering clothes! It was then that I realised that there were simply not enough basic silhouettes to wear. Women want to look fabulous and at the same time keep it simple and functional to suit their lifestyle. Hence, I created a brand that is not only extremely versatile but also very hip,” says Brookes-Samuels.
She states that the main goal of the Indhi brand is to provide curvaceous females with the basics - items that can be mixed and matched or dressed up or down. “Fundamentally, the Indhi vision is all about chic, easy-to-wear, comfortable clothing that is affordable but is at the same time great quality. These are items that you will wear for many seasons to come”.
“Lots of time is spent on the fit”, says Brookes-Samuels. “We tweak and nip and tuck until we get the perfect fit for our voluptuous wearers. Customers often comment and say that it feels like our garments were made especially for them.”
All-in-all, the Indhi brand strives for simple yet classic fashion-forward items that are made and designed locally. The Indhi brand appeals to the female who is confident and who knows what she wants – a curvaceous female who desires a dash of African originality.
