Inside SMUDJ: Teresa Bell on Duality, Design, and Creative Freedom

When designer Teresa Bell, founder of SMUDJ, started her career in fashion, she wasn’t expecting the brand to grow as much as it has. She wanted to bring to South Africa some of the styles she admired in other parts of the world, such as Australia and Europe. At first, Teresa admits she wasn’t 100% sure of how to do things, but she had determination and learnt with the process. In a thoughtful exchange, Teresa shared her reflections on inspiration, creativity, emotion, and the future of SMUDJ. In this blog post, we share Teresa’s insights into her creative journey and the world of SMUDJ.

In an industry often driven by trends and commercial goals, Teresa stands apart. Her work reflects a deep respect for design as an art form, with passion and intention present in every piece.

What initially inspired you to start your own fashion brand, and what keeps you motivated today?

“I created SMUDJ out of a deep love for clothing and design in all its forms — whether interiors, furniture, or objects of beauty. I’ve always trusted my eye for quality and been inspired by the full spectrum of style, from oversized tailoring to romantic, feminine dresses. For me, personal style has never been about choosing one identity; it’s about embracing all of them at once. SMUDJ became my way of merging these worlds into a brand that celebrates duality — where strength and softness, minimalism and detail, all coexist. What keeps me motivated today is seeing women step into that vision and make it their own.”

It’s clear that Teresa’s vision for SMUDJ is deeply rooted in that sense of duality she describes, the harmony between contrasts. This philosophy doesn’t just define the brand’s aesthetic; it shapes the way she creates. Her collections are not born from rigid concepts or commercial trends, but from emotion and instinct. For Teresa, design is a process of discovery, one that begins with mood and feeling before evolving into form and detail.

Could you walk us through your creative process when developing a new collection?

“My process always begins with mood rather than product — a feeling, a place, or even a word that anchors the season. From there, I build visual moodboards, experiment with textures, and layer silhouettes until the essence of the collection begins to take shape. Fabrics always arrive early; I spend time sourcing natural fibers that combine movement and longevity. I tend to work with an “I know it when I see it” instinct, rather than holding a fixed concept in my head. Once the tactile story feels right, sketches and draping naturally follow, leading to pieces that balance modern relevance with timeless appeal.”

Teresa’s mood-driven approach comes to life in her designs. We can see that in her latest collections, Amani and Solara. They serve as perfect examples of how atmosphere and emotion are translated into wearable form. There are two emotional expressions born from her creative method, one serene, one vibrant, showing once again her philosophy of duality.

What was the inspiration behind the Amani and Solara collections, and how do they differ in mood or concept

“Amani was born from a sense of ease — linen, light, and a feeling of calm that belongs by the ocean, poolside, or under summer skies. It speaks to the beauty of slowing down and finding luxury in simplicity.

Solara, in contrast, carries more intensity. It’s about sun-drenched energy, high summer moods, and pieces that feel refined yet striking.

While Amani whispers serenity, Solara radiates warmth and confidence. Together, they represent two sides of summer living: the quiet retreat and the bold statement.”

The Amani and Solara collections are perfect examples of how Teresa balances concept and craft. While they each carry their own distinct spirit, what ties them together is Teresa’s sensitivity to materials and her instinct for storytelling through fabric. Her design is a dialogue between feeling and form, revealing how she transforms emotions into tangible garments.

How do you translate abstract ideas or emotions into fabrics, silhouettes, and details?

“For me, fabric is always the starting point — it’s the first language of a collection. Texture, drape, and movement allow me to capture a feeling before I’ve even drawn a line on paper. Silhouette then refines that mood: oversized shapes for ease and freedom, sharper lines for strength and structure. The details are where the story becomes personal — a billowing sleeve, a hand-finished hem, or the placement of a tie that makes the piece feel intimate and alive. It’s less a formula and more a conversation between instinct and fabric until it just feels right.

From artistry to ambition, Teresa’s tactile, instinctive approach doesn’t just shape each collection; it also defines SMUDJ’s broader identity and long-term vision. Her commitment to natural fibers and timeless design principles is as much a business philosophy as it is an aesthetic one.

What is your long-term vision for the brand, both creatively and in terms of growth?

“Creatively, I want SMUDJ to remain true to its DNA: natural fibers, timeless silhouettes, and a sense of effortless luxury. Growth-wise, our vision is to expand globally while maintaining intimacy — becoming a brand that resonates not just in South Africa but across Europe, the US, and beyond. I see SMUDJ in curated boutiques worldwide, in digital spaces where storytelling matters, and eventually in physical flagship stores that offer our community a tactile, immersive experience of the brand.”

Teresa’s passion for craft remains intensely personal, even as the brand grows. Despite her focus on expansion and global storytelling, Teresa’s connection to each design stays intimate, something that’s clear when she talks about her favourite piece.

Do you have a favorite fashion piece you’ve designed or personally own that feels especially meaningful to you?

“It’s hard to choose — I genuinely love every piece we create and can’t wait to snatch samples off the machine to start wearing them. But the one I claimed before anyone else was the Sia Cover-Up. The billowing sleeve has become a bit of a signature look for me — much to my husband’s amusement (who jokes that I could smuggle things inside them.) The lightness of the linen, paired with its romantic yet contemporary animal print, makes it the perfect travel companion for a summer vacation. It dresses up beautifully for evening, but it’s just as effortless thrown over a swimsuit or paired with denim shorts and a tank.”

Shifting back from the tangible to concept, from clothing to inspiration, stories often inspire many artists when they are creating. Beyond fabrics and forms, Teresa draws inspiration from narratives, stories that remind her of authenticity, resilience, and creativity.

Is there a book, film, or other work of art you’d recommend that has influenced your way of seeing fashion or creativity?

“Mrs Harris Goes to Paris has always reminded me that being organic and honest is best, even in fashion. And the book Chanel by Axel Madsen deeply resonates with me — it’s a reminder that with desire and mindset, you can overcome any circumstance and create something lasting. Both taught me that fashion is as much about resilience and belief as it is about fabric and silhouette.”

The lessons Teresa has drawn from art and fashion history shape not only her design perspective but also her advice to emerging creatives. Here we turn from what inspires her into what she hopes to inspire in others.

Finally, what advice would you offer to someone who wants to establish their own fashion brand?

“Be relentless about your vision but flexible in your path. Fashion is both art and business — it requires resilience, adaptability, and a deep belief in your story. Invest in quality, listen to your customer, and stay connected to why you started. Above all, remember that building a brand is not just about making clothes; it’s about creating a world people want to step into.”

We hope Teresa’s words have sparked as much inspiration in you as they did in us. Immerse yourself in SMUDJ’s world of effortless elegance with the Amani and Solara collections, now on BLANC.