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Fluidity is a proudly South African fashion brand made for women with classic style and a glamorous fashion sense.
Like liquid, Fluidity’s designs are made to fit to and flow off the female form perfectly- bringing out the best in every woman who wears one of the many designs. Able to be transformed from casual to formal, each garment is fluid in itself, and with Fluidity’s well known timeless feel- inspired by fashion but woven with a classic thread- any Fluidity garment is one that will be in your closet for many years.
The label was launched in 2002 originally under the name “Urban Rose Clothing Design” by well known designer and entrepreneur, Kate Jankelowitz. Together with her long-time seamstress, Kate Komape, Urban Rose went on to supply stores throughout South Africa. Ten years later, her daughter Romy Jankelowitz joined the team, adding to the label’s fitting description of “family, female power-house”, and helping grow the business to what it is today.
In late 2016, the label broke from its mould, expanding its size offerings, its style offerings, and its cover across South Africa both in stores and online, bringing it to now be known as “Fluidity”.
Whether formal or casual, for daily wear or special occasions, there is a perfect Fluidity garment for every South African woman.