To celebrate local talent and creativity, Woolworths will once again collaborate with the frontrunners of local fashion as they present their latest STYLEBYSA range.  This season’s SS18 STYLEBYSA collection will feature collaborations with Thebe Magugu, Mmuso Maxwell, Wanda Lephoto and Watermelon Social Club.

Woolworths has been at the forefront of local fashion since 2003, being the first large retailer to create opportunities for and celebrate South African designers. Their on-going commitment to supporting local design is unmatchable as STYLEBYSA creates a defined focus and positioning for these collaborations in the market.  The initiative also acknowledges the notable strides made by designers in the local fashion industry. Woolworths continues to create a platform for more local stories to be told through fashion and making South African designers and brands more accessible and recognisable to consumers.

Woolworths brings WBeauty back to SA Fashion Week this season as the official beauty sponsor for SAFW. The WBeauty range features fragrance, skincare and colour cosmetics to perfectly complement looks showcased by leading South African designers bringing with it quality and innovation. WBeauty is vegan friendly and proudly Beauty Without Cruelty.

Whilst in line with international trends, WBeauty keeps the needs of the South African woman at the forefront of their ranges, ensuring the best beauty products to create looks sparked by this season’s runway trends. This ambition for quality and style is mirrored by the top brass of local fashion design and it is this mutual aspiration that makes WBeauty and SA Fashion Week the perfect match.

On the designers

Thebe Magugu

Thebe Magugu is a multi-talented designer, photographer and stylist from Kimberley, South Africa. His designs are strongly influenced by the prominent female figures in his life. His creativity thrives in dualities, designing garments that beautifully balance unexpected juxtapositions. Sleek, forward looking-design intersects with motifs from Africa’s richly storied past to create sophisticated, multifaceted garments that are as valuable and interesting as the women wearing them.


MMUSOMAXWELL is the vibrant brand by duo Maxwell Buko and Mmuso Potsane. The pair joined forces in 2016 and have been regular features at fashion weeks throughout South Africa. Their bold, unconventional use of colour and patterns has awarded them international acclaim, leading to a feature in Vogue Italia.

The autumn/winter collection from MMUSOMAXWELL marries contemporary culture with African heritage. This is achieved through the use of interesting cuts and shapes paired with fabrications like cotton poplin, crepes and melton.

The collection draws inspiration from the women in central Johannesburg who sell fruit and veg at the intersections in the city, particularly their distinct style. The designers describe their collection as “off-kilter, toilere and contemporary”.

Wanda Lephoto

The Wanda Lephoto label, a part of the multidisciplinary creative collective The Sartists is spearheaded by two designers: Wanda Lephoto, its namesake, and Kabelo Kungwane. The two have infused the brand with a strong sense of storytelling. There are strong narratives in the brand’s style which is derived from their modern observation of traditional culture.

This blend of past and present is especially prevalent in the t-shirts featuring barber and salon themed artwork created by a local Johannesburg street artist.

The Watermelon Social Club

Sthembiso Mchunu and Siyabonga Ngcamu founded The Watermelon Social Club in 2016. The brand is heavily guided by the streetwear movement. Bold prints combine with unisex silhouettes to form a style that is on trend with a timeless effortlessness.

The autumn/winter collection is a modern twist on Zulu culture with strong influences from both their heritage and present-day experiences shining through, similarly to Masikandi, a South African new age music genre which mixes Zulu folk music with a digital sound.

The STYLEBYSA AW18 collection will be available online on the evening of Tuesday 23 October 2018 and in select Woolworths stores (Cavendish, Mall of Africa and Sandton) from Wednesday 24 October 2018