Style no longer a a reflection in SA

Retailer Edgars is now collaborating with South African creativity rather than dictating trends.

Once South Africans looked outward for style inspiration, now they look within and fearlessly flaunt who they are.

The Sho Madjozi Collection is one example. A collaboration between the retailer and rapper, writer, actress, and fashion icon Sho Madjozi, pictured, this collection is an eclectic mix of traditional print and colour influences mixed with 90s-inspired looks and Sho Madjozi’s own personal style elements.

It’s a call to “own the look” through customisation kiosks. These in-store Custom Zones give people even more freedom in their self-expression.