While catching up with an old friend, I was scrolling through Instagram when my friend first mentioned Loretta Hove and asked me to take a look at her account. I did so and ended up following Loretta religiously! Loretta Hove is no stranger to the Instagram community. She is a social media influencer identified with the account name Loretta P Hove. At 23, she managed to become an influencer with over 30 thousand followers and opened her own boutique ‘Xariah’ as well.
Loretta hails from South Africa and stands as one among the very few social media influencers from Africa. During the day she is a student like any of us and at dusk she transforms into a fashionista. From childhood, Hove’s obsession was fashion. That love prompted her to start an Instagram page where she posted outfit ideas. After receiving a positive response, she started ‘Xariah’, a online fashion brand. She is currently the co-founder and CEO of the luxury boutique ‘Xariah’.
“I’m a bit of a busy body; I am a fashion and lifestyle influencer. I also co-own an online fashion boutique called Xariah and I’m in the process of completing my degree in BBA in Marketing management. But what truly drives me is the fashion aspect of my life” says Hove.
Xariah intends to provide luxury garments that are handmade and fiercely authentic. Hove says that Xariah is for women who wish to stand out but stay themselves at the same time. All the double layered looks and full body draping looks on Xariah are extremely popular. The website also has a lookbook section, which helps the customers with outfit ideas. The entire clothing range sold on Xariah is designed and manufactured in South Africa.
Till now Loretta has collaborated with global brands like Daniel Wellington, Gucci Timepiece, Yardley London and Revlon. She also worked with DSTV (local broadcast service provider), Truworths (local fashion brand) and Happy Socks. Loretta mentions that Layllah Style, Charlie Kamale and Serrabellum are her fashion role models. However, Hove wishes to work with the brand ‘Maybelline’ one day, as she loves their affordable prices and fresh ideas. Loretta only partners with brands that she personally believes in, and advocates that one should stick to their values instead of diving in for cash.
“I think it is important to stay true to yourself and your supporters especially. I, myself, have been in a situation whereby I was paid to promote a product that I was not satisfied with myself. Instead of going ahead and just posting false praises – I went back to the brand and let them know what issues I faced with it.” recalled Hove.
She sticks to her strategy of catering to what her audience love and uploading more of such content.She actively keeps tracks of what her audience love and tries to produce more content based on that information. Loretta also wishes that brands would grow more diverse and would cast fresh faces rather than casting the same set of people.
Hove further agrees that being a fashion influencer in Africa is not easy. She says that people tend to stick to favorites. But she is hopeful that the situation will change soon as brands are also recognizing the power of marketing on social media.
“Infuencing has been great and is a lot harder than I had anticipated. Like anything, it has its ups and downs but, ultimately, I enjoy it as a hobby, to earn extra income as well as support small businesses. My family is amazing with the support as they allow me free reign on this journey, if I need a photographer my mum, my brother or my boyfriend will always show up; if I need a shoot location, my aunts & uncles always open up their homes to me. They have all been great support” Hove says about her journey so far.
So what are you still looking at? Follow Loretta P Hove on Instagram for edgy outfit ideas. Also, visit www.xariah.com to shop some fierce and trendy looks that will make all heads turn in your direction!
