In a celebration of street style, local fashion, and fresh Summer collections, Woolworths’ second StyleByNight event had fashionistas buzzing in early September.

 Alongside the launch of their Summer 2014 range, South Africa’s leading retailer also launched StyleBySA, a ground-breaking competition to revolutionise how fashion is styled and represented in South Africa.  Ten fashion-forward South Africans have now been chosen to be part of Woolworths next advertising campaign.

“Woolworths believes that South Africans have a truly unique sense of style.  This is reflected in the way that they put their wardrobes together so effortlessly, while still representing our diverse and cosmopolitan culture,” explains Charmaine Huet, Group Marketing Director for Woolworths.

“We wanted to highlight this in our Summer Campaign.”

Open to Woolworths customers and fashionistas from far and wide, the StyleBySA competition called on fashion savvy socialites and fashionistas to don their most cutting-edge style and swag and upload these images onto Instagram using the #stylebysa hashtag.

Through an audited process, ten winners have been selected to feature in the Woolworths StyleBySA Summer 2014 fashion campaign, the production of which is kicking off pretty soon.

“Each of the winners will style their own look for the campaign, bringing their own sense of style and individuality to our Summer shoot”, Huet said.

As an extra bonus of the StyleBySA competition, one of the 10 lucky winners will bag themselves two all expenses paid tickets to New York and an opportunity to attend New York Fashion Week in February 2015.

In a celebration of street style, local fashion, and fresh Summer collections, Woolworths’ second StyleByNight event had fashionistas buzzing in early September.