OUR STORY
Welcome to Fluidity Clothing, a proudly South African, all-women-owned design label, where every stitch is a celebration of powerful women. Our story is one of passion, empowerment, and the belief that fashion should move with you, empower you, and be unique to you - letting your beauty shine, and making you feel your best self. We design clothing for women, by women, with one purpose: to make women feel unstoppable.
The journey
The founder of fluidity - Kate J
Our journey began in 2002, when Kate J founded the original label, Urban Rose, after years of creating custom dresses and wedding ensembles. In 2016, we rebranded as Fluidity Clothing, expanding our offerings to embrace a full range of versatile, ready-to-wear pieces. Today, we offer everything from whimsical daytime wear, to corporate queen power looks, to stunning evening glamour.
2024 marked a milestone for our team, by bringing our production in-house. Our new team has injected fresh energy into our process, allowing us to streamline the process with quicker turnarounds and higher quality control. We’re proud to have a space that feels alive with creativity, where every piece is crafted with love and attention to detail.
Empowering Women Through
Versatile Style
At Fluidity, we’re committed to inclusivity - Creating clothing that celebrates women of all sizes, from 28 to 52 (XXS to 8XL). Crafting designs that flatter every curve, fit beautifully and feel as good as they look. We design for the woman who owns the room and walks in with a sense of ease and power. At the heart of our designs is a love for fabric that feels good on your skin and moves as you do. Vibrant prints, flowing fabrics, bold colours, and classic styles that can be worn anywhere, anytime. We believe in creating versatile pieces that are not static—they can be styled in multiple ways, so you can express yourself, uniquely, time and time again.
Lasting Relationships
We pride ourselves on what we create and the relationships we build with our clients. Our approach extends to every part of our business, and we truly value the relationships we’ve built over many years. We’re more than just designers; we’re your partners in style: We love hearing your stories, seeing your photos, and knowing that what we create helps you feel like the most beautiful version of yourself. From sharing behind-the-scenes glimpses of our creative process across our channels to offering custom colours in your favourite styles, and even to sharing in the stories and photos from your joyous occasions where Fluidity is your fashion choice - we love getting personal and staying connected- always making sure you feel like part of the Fluidity family.
