African Style Story

African Style Story is a unique, South African fashion label that reflects the diverse cultures experienced by its owner, Carla Pinto. African Style Story has become synonymous with vibrant prints and feminine, comfortable dresses with a hint of sophisticated sexiness. Beautiful, African inspired clothing.
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Carla Pinto’s African journey began in 2004 when she moved to Mozambique from Portugal as a brand consultant on a 2-year contract. She was so inspired by the vibrancy of the continent that she quit her job and started her first fashion label “Ideias a Metro”. Carla has always loved and had a keen interest in fashion and feels that “Africa changed her life”.

Ideias a Metro grew quickly and showed at both Mozambique and Lisbon Fashion Weeks. After 8 years in Mozambique Carla briefly moved with her husband to the US for a couple of years. She took this opportunity to finally indulge her passion and study fashion. When, after 18 months, her husband received a job offer back in Johannesburg, and she found herself back on the continent that inspired her to follow her dream. In 2016 African Style Story launched with its debut “Folklore” collection at South African Fashion Week (SAFW).

Taking inspiration from her Portuguese heritage, she has managed to fuse colourful cultures and create her own unique brand of modern African inspired clothing. Each print has a story and is very much the product of teamwork says Carla. “I first choose a theme, and then my creative process evolves very organically. Once I have the shapes and colours in my head, I sit down with my graphic design team and (we) start working on my prints. It’s always (the result of) teamwork.”

Like Equilibio, Carla Pinto is passionate about local design and supporting the African fashion industry. Her Ideias a Metro label was the first fashion label to receive a “Made in Mozambique” accreditation. All the African Style Story fabrics and garments (other than the swimwear) are produced in Johannesburg. All are African inspired clothing.

She hopes to play a part in changing one of the most significant challenges faced by all South African designers. To change the mindset of a local market that doesn’t instinctively shop local. “We need to educate South African consumers that, by buying local, they are making South Africa a stronger country,” she says.

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