Woolworths launched their 2017 ‘StyleBySA’ seasonal campaign by championing home-grown 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.

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, 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.

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.