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Inside The Heritage Through Fashion Show

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David Tlale Edgars

David Tlale made a shimmery return from his New York Fashion Week outing with Bonang Matheba and Anatii on time to showcase his latest collection at the Mall of Africa on Saturday, September 15th.

The Edgar’s fashion range is now available at selected Edgar’s stores countrywide.

As part of the South African’s Heritage Month celebrations, the Heritage through Fashion show was seen by hundreds of Saturday shoppers at the Mall of Africa, as well as by selected, invited guests and featured models who strutted their stuff wearing outfits not only from David Tlale, but from Jet, Edgars, Edcon’s Design Innovation Challenge students and the NM100 merchandise range which pays homage to Madiba’s centenary year.

“Edcon has taken the amount of locally designed and manufactured clothing, footwear and accessories in its stores from under 20% to almost 55% in recent years, and this alone is cause for celebration for the Buy Local movement,” said Eustace Mashimbye, CEO of Proudly South African.

“These local ranges are an important step in the direction of providing consumers with more local choices in our shops, and conscientising them about the impact that buying anything local has on job creation and the economy.”

Elelwane Pahlana, Divisional Executive Group Transformation & Government Relations at Edcon said, “We are definitely proud of both the work we have done to increase localisation in stores, as well as our association with Proudly South African, and this second collaboration with them on a Heritage Month Fashion Show is part of showcasing that partnership. This year, we are including the consumer in a public event to raise awareness and encourage consumers to support the “Buy local” movement.”

Put together by Edcon, the Heritage Fashion Show took place in the Mall of Africa’s Food Hall and featured collections from various designers including Sonwabile Ndamase and young designers in the Edcon Design Innovation Challenge Programme whose collections are available in selected Edgars stores.

Fashion

SAFW Day One – Gallery of The Hottest Action

Here’s a glimpse of the hottest trends, threads, collections and glittering action on the first day of SAFW

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SAFW RECAP

Fashion aesthetes and the South African fashion industry assembled to witness the display of the freshest collections from some of the land’s hottest fashion dab-hands, as well as welcome surprises from new players in the field.

The first day of South African Fashion Week was an explosion of much colour, plenty of experimenting with silhouettes and textiles, and a lot of play on texture. I love the freshness with some of the collections that found a creative way of incorporating the classic ‘African’ aesthetic – playing with traditional patterns – without limiting the scope of what that looks like.

It’s always an exciting time, both on and off the runway.

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Fashion

adidas Switches up The Nite Jogger

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adidas nite jogger

adidas Originals offers up new iterations of the Nite Jogger model this month, reinterpreting the iconic road running sneaker through another unmissable aesthetic update.

The reflective silhouette returns to stake its claim as an essential for any night time creator, backed with a campaign created by a global network of artists working in their fields of expertise.

adidas nite jogger

With music by electronic duo Mount Kimbie, British artist and filmmaker Frank Lebon directed the campaign film as a poetic ode to the people and things that thrive in spaces generated by darkness. The campaign demonstrates how night time can act as the perfect backdrop for expression.

RELATED: ADIDAS CONSORTIUM PARTNERS WITH SHELFLIFE 

Shining a light on three young creators, the film features New York rapper Wiki, London born poetic singer Obong Jayar, and Cai, a spoken word poet and member of Say it Out Loud Tokyo.

adidas nite jogger

Illuminating its wearer after dark, the campaign shows how the Nite Jogger silhouette brings together function first technology and forward thinking design, in order to push today’s night time creator firmly to the forefront.

Harnessing the reflective hi-vis technology of its past iteration, the silhouette is engineered for those who know it’s never too late to pursue their vision.

RELATED: ADIDAS INTRODUCES NITE JOGGER KICK

Accompanying the film are photographs shot on film by London based photographer and multi-media artist Bafic, which oscillate naturally between day and night, demonstrating the unrelenting creative spirit that Nite Jogger shoe seeks to embody.

adidas nite jogger

Returning this month, the new Nite Jogger sneakers feature lightweight nylon ripstop, soft mesh knit, and suede overlays.

Combined, these materials offer advanced adaptability for the unrelenting grind of 24/7 creativity. Hi-vis reflective details complete the upper, adding a new dimension to the shoe’s name and establishing it as a must have in the arsenal of any creative that thrives at night.

RELATED: THE YEEZY 500 SALT DROPS 

All of this is then rounded off with a BOOST midsole and durable rubber outsole, resulting in a silhouette that is elevated for comfort and engineered for night time exploration.

The Nite Jogger sneaker is capped off by the message “speed of nite” written in morse code on its outsole and tongue. Offered in a flurry of distinct new colourways, featuring tonal greys, pastel greens, and eye-catching orange hits, the result is a striking expression of the Nite Jogger silhouette’s enduring aesthetic, presented in an exciting new context.

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Fashion

adidas Consortium Partners With ShelfLife

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Shelflife x adidas Square - 3

Since it first came into being, adidas Consortium has been committed to bringing together partners, retailers and collectives who exemplify a unique, fearless approach to collaboration.

Each new partnership offers up a creative new take on the iconic styles that adidas has developed over the decades. In doing so they shine an entirely new light on the sportswear brand’s high-performance technologies and commitment to craftsmanship.

Shelflife x adidas Square - 1

The latest adidas Consortium release is a global first that exemplifies the international mindset of the wide-ranging Consortium family.

First launching in 2006, Shelflife are O.G. trailblazers, bringing an utterly distinct, cutting-edge curation of streetwear and sneakers to their South African devotees, via their Johannesburg and Cape Town stores.

Shelflife x adidas Square - 4

Taking on the formidable heritage of the adidas ZX running shoe series, Shelflife bring their own eye-catching approach to a new iteration of the ZX4000 model.

Viewed straight-on from the outside, the Shelflife version is defined by its understated use of luxurious greyscale nubuck and woven fabric underlays that evoke the historic craftsmanship of the retailers’ home country. On foot and in action however, the medial side of the shoe is revealed, showcasing a colorful, jacquard-printed panel.

All campaign assets for the release were created and shot in South Africa by local creatives Paul Ward (photographer) and Gabrielle Kannemeyer (stylist), further strengthening the bond between one of the most memorable Consortium releases of the year and the place, people and heritage that brought the shoe to life.

adidas Consortium x Shelflife will be available for purchase on April 13th 2019 at the Shelflife stores in Johannesburg and Cape Town as well as online at www.shelflife.co.za from 6pm. Sneakers will be releasing on a first come first serve basis.

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