It’s easy to get caught up in the beautiful chaos that is fashion week: the street style, the celebs, the off-duty models and of course, who’s seated next to who in the front row. There’s so much going on off the runway that we sometimes need a reminder as to what’s really at the heart of it all; the designers.
For the designers showing at fashion week, a ramp slot is just the tip of the iceberg when it comes to their business. What is for some a glam night out with the fash pack, can make or break an emerging brand.
A full house and standing ovation is of course what every designer hopes for their show, but it takes a lot more than that to consider a collection a success.
Showing support for local design isn’t about just turning up in our highest heels and firing off a few congratulatory tweets, it’s about what happens after the finale walk. This is when, in simple terms, fashion buyers decide which items they’ll be stocking in stores and essentially, a few months down the line, when we decide whether to shop those items or not.
This is why the news that Woolworths has come on board as the official retail sponsor for SAFW is a real game changer. Woolies are taking this collaboration one step further by launching SAFW capsule collections in select stores, making local labels more accessible than ever before on a retail platform.
Group Director of Marketing Charmaine Huet says: "We see our partnership with SAFW as an opportunity to support and nurture this talent by giving designers a kick-start in the form of investment, access to production and exposure."
The collaborations don’t stop there, however. The latest list of influencers behind the StyleBySA spring/summer 2016 campaign has also just been released. This season will see stylists: Bee Diamondhead, Trevor Stuurman, Boogy Maboi, Siya Beyile, Papama Ramogase, Tshepi Vundla and Sharon Becker style and art direct shoots with Woolies to showcase their creative visions.
The influencers have been featured in this exclusive SBSA X SAFW retrospective styling Woolies brands and iconic SAFW show pieces – if this is just the beginning, we can’t wait to see what’s coming next!