Image via picknpayclothing.co.za
Pick n Pay Clothing is launching a fashion initiative that will celebrate and support local talent through limited, exclusive collections.
Image via picknpayclothing.co.za
The retail store, Pick n Pay, will partner with award-winning fashion designer, Gavin Rajah in a collaboration that will showcase promising young South African designers and help them create exclusive collections under the mentorship of Rajah.
The collaborative partnership was established to celebrate local design and manufacturing and make designer clothing more accessible and affordable to South African fashion-lovers.
General Manager for Pick n Pay Clothing, Hazel Pillay, says that many talented local designers in South Africa do not all have the platform to grow their brands commercially.
“Through these collaborations, our goal is to deliver great value fashion which captures the latest style and trends. We can promote local designers to support them in growing their range to a greater audience,” she says.
Cape-Town based designer Julia Buchanan created Pick n Pay Clothing’s first collaborative range, which is inspired by the country’s powerful women.
The Pick n Pay Clothing x Julia collection of exclusive and original pieces is a celebration of femininity and florals and brings together functionality, wear-ability, and style. The collection includes dresses, a wrap skirt, shorts, and a kimono, as well as a mask and RPET bag in the signature prints of the collection.
When asked where she found inspiration for the collection, Buchanan said it was the local landscape that made her want to create beautiful pieces.
“The garden has been used as a canvas to symbolise a space of growth, nature, and resilience, particularly in a time of COVID-19 uncertainty and the darkness of gender-based violence in South Africa. The signature pink, a universal symbol for love, is predominant in this collection and represents affection, harmony, and compassion,” she said.
Julia also added that the range celebrates women’s empowerment. As a designer and brand, Julia always uses locally sourced fabrics and has her garments made by groups of women in surrounding communities.
“We are glad we could extend this ethos with this collaboration.”
Buchanan began her illustrious career in fashion design five years by finding a niche in the market for locally-made, affordable swimwear with original fabric prints. Her swimwear and apparel brand grew to encompass accessories and linens, but her dream has been to extend her clothing line and make local fashion accessible and affordable to a broader audience.
“This collaboration has given me an incredible opportunity to design for a wider consumer base, ” says Buchanan.
Pillay says Pick n Pay Clothing is always looking for more ways to support more local businesses and this is the first step in that direction.
“This is the first collaboration for this new campaign, and we are excited to work with more designers to celebrate the vibrant and colourful energy of South Africa.”
The Pick n Pay Clothing x Julia range is now available in 50 selected PnP Clothing stores while stocks last. The full collection is also available online the newly launched Pick n Pau Clothing store at www.picknpayclothing.co.za.
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