The energy was palpable in the SA Fashion Week tent last night as all the faces from your Instagram feed, television screens and magazine pages shut down Sandton for the first set of Autumn/Winter 2017 previews.
All eyes were on Woolworths however as they were set to preview the latest #StyleBySA collection. Because Woolies, and the global fashion community at large, believe that sustainable fashion is the future, this year’s Style by SA collection features the work of 10 local fashion designers and collectives – four of which have been commissioned by Woolworths to produce pieces made using sustainable fibres.
According to Woolworths, local fashion frontrunners, Rich Mnisi, Thebe Magugu, Selfi and AKJP, have conceptualised and designed a range made from Better Cotton. The cotton has been sourced from the SADC region, and has undergone a dyeing process that uses only eco-friendly chemicals.
Better Cotton has been developed as a sustainable solution by the ‘Better Cotton Initiative’ (BCI) programme. BCI works to transform cotton production worldwide by advocating for the wellbeing of the people who produce it, and the environment in which it grows.
The capsule collection taps into some of the season’s key new directions, which includes blue and white striped shirting set off with striking accent hues of orange, cobalt and candy pink.
“We are incredibly excited by this collection. It showcases our best local talent in a way that stands up to global trends, and it’s another bold move towards truly sustainable fashion on our Good Business Journey," said Woolworths Head of Brand Communications, Shaheda Sayed, in a statement.
Joining The Better Cotton collection in the ranks are the Glam and Resort collections, which together make up the complete Style by SA capsule.
Woolworths has also created an immersive installation to be showcased at SAFW, designed and produced with people and the planet in mind. The installation features BCI cotton sheeting accented with raw BCI cotton slivers, which will be donated to The Clothing Bank to help empower unemployed South African women.
From the indigenous water-wise plants to the scaffolding, each element of the activation space has been carefully considered in terms of minimising waste, and ensuring the option of recycling or re-use in the supply chain.
The new Style by SA collection will be available online from 24 October 2017, and in selected stores from 25 October 2017.
Check out which of your faves atteneded the show:
Main image credit: © ZAlebs by Kay Tatyana Selisho