LOCAL DESIGN REACH

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Bringing local design talent to the masses, the Edgars X SAFW designer capsule collection rocks.
Bringing the best of South African design talent to the masses, the Edgars X SAFW designer capsule collection is the perfect way to shop local. Launched in September 2011, the concept is resonating with consumers and continues to grow. The collection made its debut in the Melrose Arch store last year, and is now also available in Sandton City.
“This collaboration is amazing as it brings designer clothing to the masses thanks to our association with Edgars. The Edgars X SAFW designer capsule collection also validates South African designers and their local CMT capabilities,” says The Fashion Agent’s Annette Pringle-Kölsch.
Managed by The Fashion Agent, a wholesale agency representing South African designers for SA Fashion Week, this collection is also helping with job creation. “The Edgars team we work with is fantastic and supportive. They have helped to create jobs in the past 15 months because CMTs are getting more orders. Edgars has given designers this additional retail platform which enables them to grow their business. For Edgars this project is a unique selling point as no other department store offers such a concept to their consumers in South Africa.” Edgars Club card holders, who shop the collection, earn loyalty points in the process.
According to Pringle-Kölsch, the designers submit their pieces for consideration, and after discussions between SA Fashion Week, The Fashion Agent and Edgars, the final pieces are chosen. “There is no specific style designed for Edgars. Designers present pieces from their collections, and most put forward what they feel are their best-selling items for this capsule collection. This collection means that Edgars customers are buying authentic designer garments that are designed and manufactured in South Africa.”
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Pictured Above: Gert-Johan Coetzee's Edgars X SAFW capsule collection.
This current collection features vibrant pieces from Gert-Johan Coetzee and Craig Jacobs of Fundudzi. The first capsule collection appealed to many shoppers and for Coetzee there had to be another one. “I am absolutely excited about this opportunity. I want every woman to be able to dress in Gert-Johan Coetzee pieces. Whether going to a mall, out to a party or a wedding, we have it all,” says the designer. From brightly-coloured belts and jackets to knits, kaftan dresses, tulle skirts and off-the-shoulder body accentuating evening dresses, it’s an eclectic selection for today’s fearless fashion lovers. We also spotted tees adorned with bold protest slogans which formed part of Craig Jacobs’ spring/summer 2012 collection. New to the capsule collection is Tiaan Nagel, whose pieces are available in green and khaki. In addition, Black Coffee, TWO, Sies!Isabelle , Kotton & Twille, Colleen Eitzen, Rubicon, Shirt & Co., Just and Blacklisted are featured.
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Pictured Above: Rubicon, Sies!Isabelle, Black Coffee and Colleen Eitzen.
This capsule collection means big business for all involved, so let’s shop designer and local – and help grow the industry as much as we can.
The Edgars X SAFW designer capsule collection is currently available from Edgars in Melrose Arch and Sandton City in Joburg, but talks are currently under way to maximise its potential and make it available in additional cities nationwide.

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