The brief required the student to develop a creative practice informed by the findings of their research essay. The research explored the designs and symbolism found on the traditional Swazi lihiya, documenting how these garments have evolved from their origins to contemporary versions. Traditionally worn as brightly coloured outer garments, emahiya are often associated with marital status but are also worn for personal celebrations such as graduations, ceremonies and other special occasions.
The concept, Halala! – Celebratory Lihiya, developed from the discovery that many of the designs and symbols found on emahiya are not necessarily specific to particular occasions. This created an opportunity to develop a brand offering bespoke, meaningful Swazi emahiya designed specifically for celebrations. The name “Halala!” is a SiSwati expression of joy, congratulations and celebration, commonly used during graduations, ceremonies and other joyous occasions.
The project involved developing a complete brand identity, including the logo, brandmark, strapline, packaging, labels, tags, website and social media applications. The brandmark incorporates an upside-down exclamation mark with the letters HLL, referencing the distinctive way the lihiya is knotted over one shoulder. Five bespoke lihiya designs were developed for Spring Day, the Marula Festival, graduations, Heritage Day and the 60/60 National Double Celebration. A Design-Your-Own option was also created, allowing customers to develop personalised designs online.
As emahiya are traditionally worn with a sidwashi, matching bespoke sidwashi designs were developed using inspiration from existing shweshwe patterns. Each garment incorporates cultural symbolism and motifs while giving them a contemporary celebratory context.
Although the research essay and practice-led project had different outcomes and processes, they informed and strengthened one another. The project demonstrates how research can generate creative possibilities and transform cultural knowledge into a meaningful contemporary practice — creating what the student describes as “magic from knowledge”: Halala!