Style no longer a a re­flec­tion in SA

The Citizen (Gauteng) - - CITY -

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.

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