SA Fashion Week shows us what’s hot, what’s cutting edge and who we should be focused on

SA Fashion Week (SAFW) opened last week to a flurry of excitement, showcasing some of the most innovative and cutting-edge designs that the South African fashion industry has to offer.

With so much to offer, some local designers were given the chance to showcase their goods with the help of a giant corporation.

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 and Lazy.

Read: Vintage fashionistas turn City of Gold style upside down

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.

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 said, “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 local retailer.

Local is lekker and SAFW knows exactly what lekker is.

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