About Donna
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ABOUT DONNA
Donae Hargreaves is a South African creative, fashion entrepreneur, model, and philanthropist whose career spans fashion, media, music, branding, and design. She started Novodonna in 2019 with a determination to design for the woman who wants to ‘Step into that New’. Her creative journey began at the age of 6, under the influence of her grandmother Winnie, a respected seamstress whose craftsmanship sparked Donae’s lifelong dedication to the art of fashion and design.
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THE BRAND
Novodonna is a South African fashion brand rooted in the philosophy of reinvention, the name Novodonna – meaning “New Woman”- reflects the brand’s mission to inspire women to embrace transformation, confidence, and self-expression through style.
Novodonna’s catalogue is a collection of original, fashion-forward pieces designed by Donae Hargreaves, which are locally produced in small batches with quality fabrics.
The brand’s social responsibility is upheld through its Care Closet initiative – see more here