The Bright, Colorful, and Nostalgic Embroidery Art of Danielle Clough

When it comes to the traditional art of embroidery, Cape Town-based artist Danielle Clough takes a modern approach. Utilizing a craft that is perceived as archaic, her embroidery subjects and themes take inspiration from current pop culture icons and the timeless beauty of nature, creating dramatic contrast between the old and the new.

A full-time embroiderer as well as a teacher (with workshops and online classes dedicated to the craft), Clough is a firm believer that embroidery is for anyone and everyone. Indeed, Clough herself approached her craft through trial and error.

Having studied art direction and graphic design at The Red and Yellow School, she began her career in the fields of visual art and digital design, but her love of textile and fabric was ingrained.

“I’d always loved fabric,” she shared in a recent interview with Colossal. “My mom used to sew, and she used to make me clothes. I always thought I was going to be this amazing fashion designer. I was so sure, and I would make these really horrible jackets out of old curtains. I’d make a jacket that you couldn’t put your arms down, but I’d still wear it proudly. I’d always loved fashion.”

These days, her creative goal is to express the best of human emotion through art, with each and every stitch marking the passing of time spent with love and care. “My role hopefully will be in expanding that idea that embroidery is considered women’s work now, but it hasn’t always been and it won’t always be,” she added in the interview.

“I’m seeing more men come into the industry and doing it more like a creative expression. These things have big cycles, and I think my very small part in this is hopefully a part of that change to make it better.”

But at the center of her craft is the pure love of making things. “I love just making stuff that feels fun, feels light, feels colorful, and that evokes some kind of memories,” says Clough. “I love pop culture references, and there’s a lot of connection that comes from that.”

Follow her on Instagram and consider taking one of her online courses for the ultimate introduction to embroidery.