The History of Via La Moda

A Legacy of African Luxury, Crafted with European Mastery

The Origins of a South African Luxury House

Via La Moda began more than three decades ago as an intimate leather studio with an uncompromising vision: to create handbags of exceptional quality, sculpted by hand, and designed to last beyond a single season. What started in 1989 as Bags of Joy soon evolved into Eye Q, and eventually transformed into the name that has become synonymous with South African luxury craftsmanship — Via La Moda.

Today, the brand presents itself across Africa as to preserve the distinctiveness of its identity while continuing its longstanding tradition of refinement.

“Luxury begins the moment craftsmanship becomes art.”

European Craftsmanship, Reimagined in Africa

At the core of Via La Moda is the expertise of an internationally trained European master artisan who brought generational leather-making knowledge to South Africa. This foundation shaped an atelier where precision, discipline, and old-world skill come together with African creativity and warmth.

Each handbag is created by a small, dedicated team of artisans — many of whom have spent decades refining their craft. Every cut, stitch and finish is completed by hand, following a standard of excellence rooted in European tradition yet profoundly connected to African artistry.

The Philosophy of Slow Luxury

Long before the world returned to valuing longevity and authenticity, Via La Moda quietly built its reputation around slow, intentional craft.

• Small-batch production
• Meticulous hand-finishing
• Enduring silhouettes over high-turnover trends
• Pieces made to be worn, cherished, and eventually inherited

“Time is the ultimate ingredient of a Via La Moda creation.”

The Evolution of the Via Aesthetic

The Via aesthetic is grounded in harmony and structure:

• Sculptural silhouettes
• Powerful Feminine lines
• Sophisticated use of texture
• Elegant proportions
• Signature mastery of exotic leathers

Every design reflects a balance between statement and understatement, resulting in bags that are instantly recognisable yet quietly confident.

Ethical Sourcing & Exotic Leather Mastery

Via La Moda works exclusively with ethically sourced exotic leathers in compliance with international standards. Each hide is organic in nature — no two are ever alike. This uniqueness is the very essence of exotic leather luxury.

The atelier specialises in:

• Ostrich full quill
• Ostrich leg
• Nile crocodile
• Python

“Every hide carries its own fingerprint — a reminder that true luxury is never identical.”

The Showroom — The Heart of the House

Located in Johannesburg, the Via La Moda showroom has grown into one of the most exquisite retail spaces in South Africa’s luxury landscape. Designed as a private sanctuary for discerning clients, it offers:

• Personalised fittings
• Access to exclusive colours
• Private previews
• A curated look into the world of Via

The showroom is more than a retail space — it is an experience of intimacy, beauty, and craftsmanship.

The Legacy Collection

The Legacy Collection represents the foundation of the house — timeless silhouettes perfected through decades of refinement. These are the styles that define the brand’s aesthetic, showcasing balance, proportion, and meticulous hand-craft.

The Legacy Collection honours the designs that have stood the test of time. These are Via La Moda’s investment pieces — iconic, refined, and continually relevant. Reserved for clients who understand that true luxury is not about novelty, but about permanence.

Special Editions & Rarities

Across the years, Via La Moda has collaborated with leading South African creatives, designers and artists — celebrating local talent while reinforcing the brand’s connection to contemporary culture. Special editions and anniversary releases showcase the atelier’s ability to reinterpret its heritage while maintaining impeccable standards.

Craftsmanship as a Living Heritage

Inside the Via La Moda atelier, craftsmanship is treated as a legacy to be preserved. Techniques are learned slowly, passed down carefully, and perfected over years. Artisans work with reverence — not only for the material, but for the tradition it represents.

“To craft a Via La Moda handbag is to continue a lineage of excellence.”

Brand Timeline

• 1989 — Bags of Joy is founded
• Early 1990s — Evolves into Eye Q
• Mid 1990s — Introduction of exotic leather craftsmanship
• 2000s — Establishment of the Johannesburg showroom
• 2010s — Expansion of the Legacy, Provoque, Via Veneta and Untamed Collections.
• 2025 and beyond — Digital expansion and modernisation of the atelier

The Meaning Behind “Via La Moda”

Via — a pathway or journey
Moda — style, fashion, craftsmanship

Together, Via La Moda represents “the path of style” — a journey of refinement, artistry, and timeless luxury.

A House Built for the Future

As Via La Moda continues to evolve, the house remains committed to preserving heritage craftsmanship, training the next generation of artisans, honouring the integrity of exotic materials, and upholding sustainable, slow-luxury values.

Visit the House of Via La Moda

Showroom:
19 Banfield Road, Industria North, Johannesburg

WhatsApp / Call: +27 83 601 3688

Discover the heritage of Via La Moda — a story of European craftsmanship, African artistry, and more than three decades of slow-fashion excellence.