Amanda Laird Cherry is one of South Africa's most established fashion designers and one who has fused the development of her clothes with that of the country. She's been lauded in both local and international media including Y-Mag, Wallpaper, Dazed and Confused, British Vogue and Time magazine.

Her collections have been stocked by Liberty in London and are widely distributed in South Africa. The Amanda Laird Cherry label includes her ladieswear, shoes and private commissions and her ALC is a range of ready-to-wear men's clothes. She also supplies Big Blue. Laird Cherry involves crafters such as Sinakathemba and the Hillcrest Aids Centre in various projects.