In a first for South African clothing retailers, Woolworths brought acclaimed international fashion photographer Koto Bolofo home to South Africa to shoot its Winter 2008 “real people” print advertising campaign. Bolofo, well known for his work for magazines like Vogue Italia, Vogue Nippon, L'Uomo Vogue, Russian Vogue, Italian Marie Claire, British GQ, Italian Vanity Fair and more, as well as his advertising campaigns for leading international brands including Levi’s, Hermes, Banana Republic, Burberry, Alberta Ferretti, Dom Perignon, Keratese and Avon, was born in Lesotho. His family moved to South Africa when he was two years old, but he was raised in Great Britain after his family went into exile during the 1960s. Currently based in Paris, Koto Bolofo is also an award-winning film-maker. His short films include “The Land Is Black, the Seed Is White”, about his father’s return home after 25 years. In addition, he is the author of two books: “Racing Style” and “Sibusiso Mbhele and his Fish Helicopter”. Building on the success of its 2007 “real people” campaigns, Woolworths’ Winter 2008 campaign is a celebration of South Africans who have excelled in their fields, be it sport, music, the arts, literature, and film, amongst others. Themed ‘Land of Gold’, the campaign features sportsmen like Oscar Pistorius, Victor Matfield, and Lucas Radebe, as well as renowned musicians such as SAMA’s 2007 Best Album and Best Female Artist recipient, Simphiwe Dana, and singer and songwriter, Inge Beckmann, winner of SAMA’s best alternative album in 2007 that have been recognized for their achievements. “Gold not only represents past achievements,” explains Woolworths Clothing Marketing Executive Shaheda Sayed, “It is also a symbol of the potential that South Africa offers in terms of opportunities to achieve success in virtually any endeavour. “As an award-winning film-maker, photographer and author, Koto was the perfect choice to photograph our campaign,” says Sayed. “Not only is he considered one of the world’s top fashion photographers, but having been born here, there is no doubt that he is a good role model who can inspire other young South Africans to strive for greatness.” ENDS

In a first for South African clothing retailers, Woolworths brought acclaimed international fashion photographer Koto Bolofo home to South Africa to shoot its Winter 2008 “real people” print advertising campaign.