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“Customers can expect the very best in style that truly reflects South African creativity,”

Remember back in the noughties, from 2002 to 2009 specifically, when Woolworths offered the ‘South African Designers at Woolworths’  collections featuring designers such as Maya Prass, Stoned Cherrie, Craig Native and Stephen Quatember? Well, we have some great news for you: the retailer has joined forces with SA Fashion Week as an exclusive retail sponsor, starting with the Autumn/Winter 2017 collections. What this means is that a selection of A/W 17 designer capsule collections will be made available online and through select Woolworths stores as from April 2017.

“We recognize the wealth of talent in the industry and want to celebrate South African fashion’s unique point of view. Customers can expect the very best in style that truly reflects South African creativity,” says Woolworths’ Group Director of Marketing and Sustainability, Charmaine Huet.

SAFW x StyleBySA

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This week Woolies also unveiled the new faces of their seasonal StyleBySA fashion campaign for Spring/Summer 2016. The six fashion influencers selected for the campaign are Bee Diamondhead, Sharon Becker, Lethabo “Boogy” Maboi, Tshepi Vundla, Papama and Trevor Stuurman, the very first winner of the ELLE Style Reporter competition. All six of them have worked as stylists professionally. And as part of StyleBySA, they will be working with local photographers and creative teams to realize their vision using Woolworths merch. Here in their first shoot, they are seen pairing Woolies fashion brands with pieces from the newest A/W17 collections by SAFW designers Somerset Jane, Lumin, Vintage Zionist and Tailor Me.

“Our involvement with SAFW and the launch of StyleBySA means we are able to boost much-needed growth in the industry and catalyse change through empowering our designers and their communities through the value chain,” says Thateng Shimange, GM of Womensworld at Woolworths. “We are committed to collaborating with home-grown talent across the industry, from designers to stylists, photographers, bloggers and models,” she adds.

Thateng’s words, as well as this exclusive shoot byJoburg-based photographer, Paul Samuels, has us quite excited for the return of local designers to the retailer’s rails! Check out some ELLE exclusive behind the scenes photos of the shoot below.

Behind The Scenes

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