From runway into shops
STYLE BY SA: CHAIN STORE JOINS FASHION WEEK
Fast track your fashion.
SA Fashion Week (SAFW) opened last week to a flurry of excitement, showcasing some of the most innovative and cutting-edge designs the South African fashion industry has to offer.
Woolworths launched their 2017 ‘StyleBySA’ seasonal campaign by championing homegrown talent, featuring a capsule collection by eight local designers who are taking the fashion scene by storm, namely Rich Mnisi, Thebe Magugu, AKJP, Pichulik, Maria McCloy, Sol-Sol, Selfi and Young & Lazy.
From modern streetwear to footwear and accessories inspired by the continent, the debut collaboration was met with an overwhelming response. In a first for SAFW, the collection was available online straight from the runway, resulting in a frenzy of online sales throughout the evening.
The significant partnership between Woolworths and SAFW has prioritised fast-tracking South Africa fashion from the runway to the rails.
Charmaine Huet, Woolworths’ Group Director of Marketing and Sustainability, says: “As a passionately South African retailer we want to boost the visibility and viability of local designers. The quality of the work and the response to it, is compelling proof of the incredible local talent.’’ Having pioneered the concept of local design collaborations with Stoned Cherrie, Craig Native and Maya Prass collections over a decade ago, it’s another step forward for the retailer.
The StyleBySA capsule collection will be available exclusively online at www.woolworths.co.za while stocks last this week. The collection launches in selected Woolworths stores (Canal Walk Cape Town; Sandton City, Johannesburg; Mall of Africa, Midrand; Menlyn, Pretoria; Gateway Theatre of Shopping, Durban) from April 12, 2017.