Fashion lovers turned out in numbers for the Spring and Summer 24 edition of SA Fashion Week. Staged at Mall of Africa, the fashion week took place from Thursday to Saturday.
All eyes were on the much-anticipated first show of the season, The 2024 Mr Price New Talent Search competition, where eight young designers competed for the 2024 title.
The esteemed judging panel for this season, featured luminaries GLAMOUR’s Editor-In-Chief and award-winning journalist Nontando Mposo, the illustrious Anissa Mpungwe, Creative Director of Anissa Mpungwe Atelier, alongside Mr Price's Head of Buying Amber Jones, Head of Buying menswear Dean Hauptfleisch, and head of buying ladies Tamaryn Whitmore.
The contestants were judged based on their creative direction, textile or prints designs, and the overall execution of their designs , a process which took months to complete.
Cape Town's very own Jessica-Ann Shepherd clinched the coveted title of the 2024 Mr Price New Talent Search Winner. And her Eco Dream Reimagined collection stole the spotlight with its fusion of quirky prints, trendy knitwear, utility flair, and upcycled pieces.
From dreamy pastels to chic knits and tees, Jessica-Ann showcased a mesmerising array of designs, embracing sustainability and whimsical silhouettes, she captivated the judges with her innovative use of digital and vinyl printing techniques and recycled fabrics.
Following in the footsteps of last year's winner, Cyla Gonsolves, Jessica-Ann walked away with a cash prize of R50,000 to fuel her artistic journey. She will also embark on a mentorship program at Mr Price Head Office and have the exclusive opportunity to craft a collection for select Mr Price stores that will be on sale early 2025.
Overflowing with joy, Jessica-Ann shared her disbelief and gratitude, reminiscing on Oddity's humble beginnings in 2019 to this triumphant moment. Surrounded by a pool of talented designers, she expressed her honour and emphasised the importance of such platforms in nurturing the industry's growth.
“You guys?! I’m so surprised – this is such a shock! I started Oddity with a small team back in 2019 and fast forward five years and now we are here; says Jessica-Ann
“I’m so incredibly honoured to have been selected amongst such a talented group of designers. Opportunities like these are so important to grow the industry and I’m so grateful.”she adds.
“The showcase was such a testament to the rich diversity within South African creativity. Our finalists represented not only themselves and their design work so beautifully but continue to drive local fashion forward,” says Amber Jones
“We are in such an exciting moment culturally and with more eyes on our homegrown talent, we are so excited for Jessica-Ann to step into the next phase of her career alongside the Mr Price team – adds Amber.
To find more about Jessica-Ann Shepherd and her winning collection under the brand Oddity, check out @o_ddity on Instagram and @o_dditysa on TikTok.
For updates on the upcoming Mr Price Scouting Menswear Competition in October and entry announcements, visit the official SA Fashion Week website and hit follow @safashionweek and @mrpfashion.
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