In an industry dominated by fleeting trends and fast fashion, Ella Buter has carved out a space where timeless design, inclusivity, and thoughtful craftsmanship take centre stage. Her approach—slow, deliberate, and deeply personal—led to the creation of Superella, a brand that is not just loved but revered. For those who wear her pieces, Ella is more than just a designer; she is a storyteller, an artist, and the architect of a community bound by a shared appreciation for fashion that endures.

Superella is all about easy, free, and comfortable layers—whimsical yet thoughtfully designed pieces that encourage play and individuality. Inspired by Henry Miller’s Tropic of Cancer, the label’s name reflects the transformative power of clothing—the way a single garment can shift how you feel and express yourself. Versatility is at the heart of Superella; each piece can be folded, layered, or tied in multiple ways to create new silhouettes, making every outfit a personal expression.

Ella Butner of Superella. Photo provided by Superella

“I love being able to play with my clothes, tweaking the styling to match my mood each day—and Ella’s designs offer that versatility in spades. She is a true original, and her customers resonate with that. It’s a beautiful collaboration between designer, clothing, and wearer—one that celebrates individuality,” shares Samantha Nel, a devoted Superella enthusiast.

Ella’s love for making clothes began at home—her mother sewed for her children, and as teenagers, each sibling was given a sewing machine. Instead of buying clothes, Ella spent her budget on fabric, creating the dresses she envisioned but couldn’t find anywhere else. Her journey formally began in 1999 when she won an Elle-LISOF bursary to study fashion. She credits basic patternmaking as the most valuable skill she learned, giving her the ability to turn ideas into tangible designs. Even as a student, she was already making and selling clothes, a testament to her deep commitment to the craft. After graduating, she worked at a shop in Melville while continuing to design and sew in the evenings and on weekends.

“One garment at a time, making and selling. I sewed all the clothes myself and designed clothes that I wanted to make,” Ella says.This hands-on approach shaped her design philosophy—favouring bias bindings over zips, facings, and buttonholes, reflecting both her practical sensibilities and aesthetic preferences.

Encouraged by fellow designer Jacques van der Watt of Black Coffee; she took the leap and opened her first shop across from the Bamboo Lifestyle Centre in Melville—a decision she calls “the best I ever made.” Having a physical space, where she not only sells but also creates, has been instrumental in defining her brand’s identity.

For Ella, comfort is the cornerstone of good design.

“If clothes fit well and the wearer is comfortable, everything else falls into place,” she says. She also values quality, aiming to create garments that last for years, often using fabrics like cotton and linen blends. Her commitment to inclusivity is another key aspect: “I want to make for any size, any age, and any sex. The person wearing the clothes must make it their own. It’s all in the mix: I just provide an ingredient or two.”

Details from Superella’s iconic flagship store in Melville. Photo provided by Superella

Traditionally, artisans would craft their goods in the same space where they sold them. “It is good for people to see how clothes are made: that it is not easy, and it takes time,” she says. This direct connection between maker and buyer creates a sense of authenticity and trust. Direct engagement with customers has played a crucial role in shaping Ella’s work. “One can learn a lot from one’s customers. Seeing someone try on a garment and become more themselves in that moment—it’s magic,” she says. Her customers not only buy clothing but also experience the creative process firsthand, reinforcing the idea that fashion, when made with intention, is both an art and a personal exchange.

Ella doesn’t shy away from discussions on sustainability. She sees herself as a sustainable designer, creating high-quality clothing that lasts. “Some of my customers have been wearing my clothes for as long as 15 years. I believe in ‘buy less, buy better’ and encourage my customers to only buy what they 100% will wear.” Her philosophy goes beyond the material—it’s about responsible consumption and fostering a deeper connection to clothing.

Since 2009, Ella’s store in Melville has been a space where fashion and community intersect. It is more than a retail space—it’s a place where conversations unfold, friendships are nurtured, and personal style is discovered.

“I love experiencing the full essence of the brand—from Ella’s warm and witty personality to the rich history of the shop itself. Every corner is filled with carefully collected trinkets, creating a space that feels like its own little world. Stepping inside isn’t just about buying clothes; it’s about engaging with the team, feeling part of a community that Ella has built so naturally. There’s a sense of belonging, a shared appreciation for her work, and a welcome that always feels genuine,” says visual artist Natalie Paneng who is a keen supporter of Ella’s work.

Superella’s Winter ’08 design featured in the Zeitz MOCAA exhibition, 21 YEARS: Making Histories with South African Fashion Week. Photo by Ella Buter

With Ella’s move to Porterville, Jacques van der Watt has stepped in to continue their long-standing partnership, ensuring that Superella remains a part of the Melville space while introducing new possibilities. “The core values of the two brands are very similar,” Jacques says. “Things like natural fabrics and bold architectural shapes underlie everything we do. Because of this, the collections live seamlessly together.”

While the shop retains its familiar character—filled with carefully curated vintage objects and a welcoming studio atmosphere—the workshop area has been adjusted to allow for a larger retail space.

Superella’s production has now moved to Porterville, where Ella continues to design and manufacture her pieces, supplying the store while also expanding her online presence. Customers will still find the comfortable, easy-to-wear garments made from durable natural fibres that they have come to love. Meanwhile, Black Coffee and Superella will continue selling side by side, preserving the unique energy of the space.

“It’s very rare for designers to collaborate, but this happened organically due to our long-standing friendship and mutual respect,” Jacques says. “We will see where this takes us, but for now, we’re just grateful for how well it’s working.”

Ella’s move to Porterville was serendipitous. She bought the town’s local movie house eight years ago at an affordable price, and now, she’s using the space to slow down and focus on new creative projects. “Johannesburg was the best place to work and live for me, but it is very busy and demanding. I will continue to make clothes till I physically can’t anymore.” This next phase will see her experimenting with one-of-a-kind garments featuring more handwork and embroidery. She also hopes to explore making art, giving herself the freedom to play and have fun creatively.

Reflecting on her journey, Ella emphasises the importance of hands-on learning for young designers. “The making of something is more important than the idea of it. Learn how to make the idea you have well.”

Ella also encourages consumers to focus on personal style over fleeting fashion trends: “Find out what works for you—your body and who you are. Clothes are important; they tell people who you are. The more comfortable you are in what you wear, the more confident you will be.”

Creating with care, consideration, and longevity in mind is an approach that values quality and thoughtfulness in design and production. This philosophy challenges throwaway culture and fast fashion, offering pieces that stand the test of time both in style and durability. Ella’s work is a masterclass in this ethos—her designs are slow, deliberate, and made with purpose, embodying a commitment to inclusivity, sustainability, and care. As Ella embarks on this next chapter, her legacy remains strong. Whether through her designs, her collaborations, or her growing online presence, she continues to shape the fashion landscape—one thoughtful, “very much nice” piece at a time.

 

• Find out more on the Superella website
• All images provided by Superella