On Thursday, 3 December 2015, innovative global denim brand G-Star RAW opened its first Women’s store in South Africa which features a unique retail concept for female consumers. This specialist store, situated in Hyde Park Corner in Johannesburg will showcase the brand’s expertise in women’s denim, offering a wide range of modern jeans designs that complement the female shape as a well a fully tailored shopping experience.
Projected by G-Star’s in-house 3D Design department and womenswear designers, the women’s store highlights the feminine side of RAW. G-Star’s “unexpected combinations” philosophy – believing that innovation comes from combining contrasting elements – is exemplified in the store design. The store features concrete panels with soft white rounded edge finishing, sophisticated parquet flooring, combined with long curtains in heavy industrial fabrics with chic leather details.
G-Star RAW Marketing Manager, Aidaly Sosa explains: “At G-Star we recognize the fact that women shop differently to men and so we offer a full shopping experience tailored to what women need. In this store women won’t only find one of the broadest ranges of denim in the world; they will also receive the personal attention of our carefully selected expert staff”
To celebrate the new G-Star Women store, a special launch event was held where fashion friends and excited shoppers were invited to experience the new concept. On arrival guests were treated to cocktails by Absolut Elyx while MC for the evening, LootLove outlined the store’s concept. DJ Doowap kept the energy up with her cool sounds and singer/songwriter Nonku Phiri entertained the crown with a live performance.
With 7 womens-only stores worldwide, the launch of this concept store in Johannesburg makes South Africa the 8th country on the map.