Modern & Est Men. Pic SDR Photo. Photo |
Last night over 500 fashion editors, bloggers, celebrities and sartorially
savvy Joburgers gathered for Woolworths’ exclusive winter 2014 launch.
Held at the iconic Turbine Hall in the Newtown Precinct, the first-of-its-kind
event saw the official launch of two premium Australian brands as part of the
Woolworths stable: Witchery and Mimco. It
also showcased directional, fashion-forward collections across its other
brands, i.e. Modern, Studio.W and RE: Jeans.
The excitement was tangible, with guests showing off style ensembles to
rival any international fashion week. Celebrities such as Shashi Naidoo, Bonang
Matheba, Khanyi Mbau, Tebogo Lerole, Jena Dover, Mampho Brescia, Jessica Nkosi,
Khaya Dlanga, Kojo Baffoe, Maps Maponyane, Simba, Black Coffee, Thula Sindi and
Micasa were all spotted at the event.
Modern. Pic SDR Photo. |
As a respected South African fashion authority, the shift to an
inner-city launch is a reflection of Woolworths’ commitment to creating
wearable, high fashion items for the local market. Woolworths’ Head of Brand
Management for Clothing, Shaheda Sayed, adds, “Our trend team scours the globe
to hunt for the latest looks. We know
that our customer wants global fashion with a local flavour, and this year
they’re not going to be disappointed.”
The store's collections all illustrated workable ways for every
fashionista to have fun with new trends.
Shaheda adds, “Get ready to play with new proportions, colours and
fabrics. This season it is all about
softer colours, cosy-cool fabrics and layering on some attitude with biker
jackets, leather and denim.”
Athletic-chic casual wear was a key trend across all brands, as well as
authentic denim. Key items included
leggings updated with leather details; sweat tops restyled with quilted details
and animal prints; affordable leather jackets and textured pencil skirts.
Est Men/ Modern. Pic: SDR Photo |
Their new denim range made from sustainable materials and modelled
by Candice Swanepoel was also a key feature. The new RE: F.I.T. Jeans are made from denim
using less water and free from environmentally harmful dyes. An improved fit has been designed to create
the ultimate shape.
This focus on improved fit is a key focus for Woolworths. Shaheda says, “This season we’re investing
more than ever in getting to grips with what our customers are looking for in a
garment. We recently partnered with renowned
fit specialists, Alvanon, to scan and analyse body shapes across South Africa
and are applying those insights so that we can deliver fashion that fits well.”
More a dynamic celebration of style than a formal event, the Woolworths
Winter launch was a statement of Woolworths’ commitment to the real men and
women that wear their fashion.
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