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From runway to rail

Fashion

SA Fashion Week (SAFW) opened last night (28 March 2017) 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.

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South African designers for the Woolworths capsule collection 
Pic: Simon Deiner / SDR PhotoYOUNG + LAZY 
Pic: Simon Deiner / SDR PhotoYOUNG + LAZY 
Pic: Simon Deiner / SDR PhotoAKJP
Pic: Simon Deiner / SDR PhotoAKJP
Pic: Simon Deiner / SDR PhotoSELFI
Pic: Simon Deiner / SDR PhotoSELFI
Pic: Simon Deiner / SDR PhotoSOL-SOL
Pic: Simon Deiner / SDR PhotoSOL-SOL
Pic: Simon Deiner / SDR PhotoPICHULIK
Pic: Simon Deiner / SDR PhotoPICHULIK
Pic: Simon Deiner / SDR PhotoRICH MNISI
Pic: Simon Deiner / SDR PhotoRICH MNISI
Pic: Simon Deiner / SDR PhotoTHEBE MAGUGU
Pic: Simon Deiner / SDR PhotoTHEBE MAGUGU
Pic: Simon Deiner / SDR PhotoYOUNG + LAZY 
PIC: Simon Deiner / SDR Photo

From modern streetwear, to footwear and accessories inspired by the continent, the debut collaboration was met with an overwhelmingly positive 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. In yet another first, not just for the event but for Africa, the fashion show opening was streamed live via a scheduled Facebook Live show.

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 on show last night, and the response to it, is compelling proof of the incredible local talent the South African fashion industry has on offer.’’

Having pioneered the concept of local design collaborations with their Stoned Cherrie, Craig Native and Maya Prass collections over a decade ago, it’s another step forward for the passionately local retailer.


RICH MNISI

RICH MNISI Pic: Simon Deiner / SDR Photo
RICH MNISI Pic: Simon Deiner / SDR Photo

THEBE MAGUGU

THEBE MAGUGU Pic: Simon Deiner / SDR Photo
THEBE MAGUGU Pic: Simon Deiner / SDR Photo

AKJP

AKJP Pic: Simon Deiner / SDR Photo
AKJP Pic: Simon Deiner / SDR Photo

PICHULIK

PICHULIK Pic: Simon Deiner / SDR Photo
PICHULIK Pic: Simon Deiner / SDR Photo

SOL-SOL

SOL-SOL Pic: Simon Deiner / SDR Photo

SELFI

SELFI Pic: Simon Deiner / SDR Photo
SELFI Pic: Simon Deiner / SDR Photo

YOUNG + LAZY

YOUNG + LAZY Pic: Simon Deiner / SDR Photo
YOUNG + LAZY PIC: Simon Deiner / SDR Photo

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 Shopping Centre, Cape Town; Sandton City Shopping Centre, Johannesburg; Mall of Africa, Midrand; Menlyn Mall, Pretoria; Gateway Theatre of Shopping, Durban) from 12 April 2017.


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