|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.”