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A total of 16 post-graduate students from design colleges in Gauteng were selected from a field of 45 entrants.

The Edcon Design Innovation Challenge, an initiative launched in September 2016 by Edcon to advance skills development and training in the fashion design sector, will come full circle with the crowning of an overall winner. The runway show and announcement of the winner of the 21 Steps to Retail Programme will take place at the George Bizos Hall at the Apartheid Museum in Booysens, on Wednesday, 28th June 2017.


The 16 finalists are currently on a one year internship with the Eddcon Group and have been placed within the Group’s Edgars and Jet chains where they are exposed to the full spectrum of retail business in areas such as quality assurance, buying and merchandising for ladies and men’s wear, kiddies and active wear.  Part of the 21 Steps to Retail challenge included all interns making a presentation on their design concepts to the CEO & MD of Edcon, Bernie Brookes, the Edcon Executive Management Team (EMG), the CEO of Runway Productions, Lucilla Booyzen, and the CEO of Proudly SA, Eustace Mashimbye.

The event will commence at 18h00 with a special fashion show where each of the 16 designers will showcase a portfolio of their work, including a full eight-piece collection each.

Bernie Brookes, the CEO & MD of Edcon, South Africa’s largest non-food retailer, says: “It has been an eye-opening experience for us at Edcon to witness such great talent from young fashion designers. I have been particularly impressed by the amount of energy, insight and hard work that went into the challenge.”


The Edcon Design Innovation Challenge is a learning programme,that seeks to enhance the skills of young designers, teach them entrepreneurial proficiency and generally increase the number of local designers from which Edcon can source its merchandise – in line with its strategy to increase its locally source goods from both local designers and manufacturers.

The rewards include prize money to the value of R20 000.00 for the winner, R15 000.00 for second place and R10 000.00 for third.

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