NAOSERATI [Nao pronounced neo or néo] is an avant-garde fashion brand based in Johannesburg, South Africa, founded by designer and stylist Neo Serati Mofammere in 2014. The brand bravely goes where none other dare and explores the margins of gender, art and sexuality while creating culture cracking, heritage shaking fashion moments. NAOSERATI is all about a provocative dialogue which asks, dissects and even F**s with what it is to be in modern day Africa.
The name NAOSERATI is derived from the brand's creative director Neo Serati, a Southern Sotho name which translates to the gift of love. Love is an aphrodisiac, an ocean at your throat and all of the sky to measure. Neo, a graduate of LISOF, says South African youth culture, our aesthetics and riotous sensibilities, our vantage points, our ingenuity and acts of creation inform his pieces.
Transcending conceptual fashion and blending it with commercial expertise, NAOSERATI is all about democracy and accessibility.
“I enjoy engaging with fashion’s fluidity and its ability to swing between high-brow and lo-fi - and I think everyone deserves to enjoy it too”. Neo’s work is always an exciting highlight of Mercedes Benz Fashion Week Johannesburg and South African Menswear Week, the brand has earned attention across various media and a selection of pieces can be seen in galleries and museums.
Fashion Architect cum Creative Director, Neo boasts a host of achievements including collaborating with Reebok Global on Pride 2022, image building artists like Zoe Modiga who he also dressed for Miss South Africa, Maglera Doe Boy for GQ Magazine, as well as producing work for Coka-Cola, Spotify and Flying Fish South Africa. Neo is a well-established and highly sought-after stylist and wardrobe designer with a long list of South African and international commercials and feature films such as “This Is Not A Burial Its A Resurrection” for which he won Best Costume Design at the African Movie Academy Awards. Neo also won Menswear of the Year at the Fashion Industry Awards SA 2023 amongst many other accolades and achievements
