Deon Angelo Introduces ‘Helao’

Those in fashion circles will know that when it comes to Deon Angelo Helao Mathias, there’s no such thing as disappointment. This young man is talented and creative and clearly knows how to impress.

Having studied fashion in Italy, Deon Angelo, as he is professionally known, graduated from the Haute Future Fashion Academy in Milan.

Just recently, he introduced the brand ‘Helao’, which means lucky in Oshiwambo. His latest collection is inspired by the Aawambo lineage, as well as the origins of Bantu tribes such as the Himbas and Hereros.

He says ‘Helao’ is a proudly Namibian fashion brand offering affordable luxury.

“’Helao’ is inspired by my tribe and country. I made use of Odelela print material, which is the traditional fabric of the Owambo people. The fabrics have a combination of red, pink, black and at times burgundy,” he says.

“This print is worn at weddings and cultural celebrations and has become the most well-known traditional fabric in Namibia.”

The Swakopmund-born designer says the aim of the project is to contribute to inclusive economic growth by diversifying the global and Namibian market. He also wants to promote, develop and sustain the heritage of Namibian cultures through the arts.

“We played with earthy tones such as yellow for the sun, red for the soil, blue for the sky and gold for fire. I am particularly interested in the environment, because creativity to me is so much more than just a skill you possess. I believe it is a way of life,” Angelo says.

A recent private fashion show was hosted by Angelo at the Dinapama factory in Windhoek, and the designer describes the event as a great success. Accommodating about 60 invited guests, the venue brought the industrialisation and manufacturing of garments in Namibia to the forefront.

“We used springbok dyed skins as well as other animal skin as decor, although we wanted to keep a raw factory feel. The idea was for models, guests and the team to be integrated with the space.”

“Another objective for this showcase was to create a space where renowned Namibian artists from all spheres could collaborate – this included musicians, visual artists, make-up artists, photographers and videographers,” he said.

“We partnered with Nakara for accessories, especially their high-end luxury bags and belts, and we collaborated with Stillhouse Gin. The colours and elements blended perfectly with our collection.”

Angelo also collaborated with Erongo Mountain Winery because he believes they share the same inspiration when it comes to certain elements such as the Owambo-inspired colours and heritage, as well as traditional fruits used in the process.

The 24-year-old says he decided to host a private show at the tail-end of Windhoek Fashion Week because it presented the perfect opportunity to do some professional photo shoots.

“We had a photo booth set, curated by Merja Iileka (of TW Studio) and Martin Amushendje. This will enrich my portfolio as well as create brand awareness,” says Angelo, who is excited about the growth of the fashion industry. “It has grown tremendously, especially in recent years. More designers are stepping up and platforms to showcase your work keep improving.”

Angelo refers to interning for well-known South African designer David Tlale as his greatest career highlight thus far after he won a coveted spot on the reality programme ‘The Intern’.

“I got to learn about the industry first-hand for a year. I learnt many new skills that I still use today. Also, my garments have been on display at Mercedes-Benz Fashion Week in both Europe and Africa.”