Nearly eight decades after opening their first store in Zimbabwe (then Rhodesia), Edgars continues to be the shining beacon of exclusive, quality fashion. The launch of Edgars’ 13th edition of The Fashion Extravaganza (FE) was a bold attestation to this; cementing Edgars’ unrivalled position as Zimbabwe’s foremost clothing retailer—and also reaffirming its unwavering commitment towards being a platform for nascent homegrown designers.
Held at The Venue in Avondale, Harare, on 7 October 2023, the stunning, spectacular event was graced by the upper echelons of Zimbabwean fashion industry –both mainstream and the bubbling-under.
From the elegant models, to the maverick designers, and to the enthused executives, the Edgars Fashion Extravaganza event was by all accounts a truly memorable and blissfully magnificent night.
The Fashion Extravaganza marked the commencement of Edgars’ Spring/Summer ’23, and the retailer is bringing new styles, fresh threads, bright and vibrant colours, and edgy looks to the market for this summer.
The event was a premiere of the merchandise that was availed (and will continue to be) in Edgars stores countrywide from 9 October. The Fashion Extravaganza’s theme for 2023 focuses on reinforcing the unwavering founding beliefs and value offerings that have ensured Edgars’ longevity.
Edgars Stores Marketing Manager, Mrs. Priscillah Nyawera buoyantly explained, “This year’s theme is all about reasserting the values that made Edgars great — exclusivity, fashionability and quality, and recognising that these elements still run in our DNA in 2023 and beyond.”
Edgars Stores Managing Director, Mr Peter Mnyama remarked how this year’s FE campaign is in line with Edgars’ renewed strategic desire of reinforcing the brand’s position in the market as the leading and unmatched provider of exclusive, fashionable, quality merchandise.
He unequivocally stated: “With this campaign, we aim to continue to drive the trajectory of market leadership in the fashion / lifestyle space.
“We are grateful that Edgars has been present for momentous occasions in our customers’ lives, from first job interviews, weddings, graduations, and other memorable occasions.
“Our promise is to continue to provide the market with exclusive and great quality fashion.”
Zimbabwe’s brilliant fashion designers given a platform by Edgars
First on the runway were reinvigorating designs by six Zimbabwean fashion designers selected under Edgars’ Local Designers Initiative. The brands will be available in selected Edgars stores during the FE campaign.
“Edgars Stores’ pole position as a fashion giant cannot be disputed and over the years we have extended our CSR to empower local designers through our Local Designers Initiative.
“This year we onboarded six designers who will be selling their designer wear in selected Edgars stores during the Fashion Extravaganza promotion,” explained Mrs Nyawera.
The star-studded repertoire comprises of chic ladieswear brand Avelyn Collections, afro-couture trailblazer ByBakari, Joice Chimanye’s Zuvva, Bulawayo-based Bantu, kids wear brand Nikko Kids, and hessian handbags artisan Patch Maoko.
Bakari Sibanda of ByBakari could barely contain his palpable delight at being a part of FE23. He is hopeful that the experience will open more doors for him.
“I’m very excited for the opportunity we all know how Edgars is a such huge brand and I really hope that this opportunity is gonna have a huge impact on my brand as well. The fact that they gave local designers an opportunity to showcase our work it shows that it’s a great stride in the fashion industry,” beamed Bakari.
Edgars’ befitting, vibrant formal and casual wear on display
To add to the riveting splendour, Edgars then showcased their formal wear and casual wear range for Spring / Summer ’23. The formal wear was splendid, suave and well-fitting.
The formal wear is fit for the times, you can’t be showing up to the office in a baggy pair of formal trousers, this is not 2013. The ladies formal wear looks like it’s straight out of a Vogue magazine.
The colour, texture and patterns used exude 90s European inspiration, to deliver bold yet sophisticated looks of the highest quality that beautifully conflate local and global tastes.
The most brilliant aspect of Edgars’ FE23 is that it caters for all body archetypes, from the svelte to the curvy.
The casual wear was more smart casual, judging from the simple pair of skinny jeans that was part of the collection.
Faithwear t-shirts featured prominently – with some colourful shorts and t-shirts completing a solid collection. The kids’ wear was indeed tailored for children, instead of having children’s versions of adult clothes. Playful palettes and designs that capture children’s imaginations were used.
Edgars’ casual wear range provides a notable contrast to the avant garde path that streetwear designers are earnestly and innovatively pursuing. Regardless, the aesthetic works seamlessly. Edgars kept things simple and toned down, a look that never fails to appeal to a conservative demographic.
Giving you a memorable and fashionable consumer experience
It seems the ‘collaboration gospel’ is being spread to the polished corridors of Zimbabwean corporate, as Edgars has partnered up with other major brands for FE23.
While Edgars is there to make you look fabulous, there is Ster Kinekor for the movie goers, Olivine and National Foods for the essentials, Liquid Telecom to stay connected, and Simbisa Brands for the foodie within us all.
The major objective of the partnerships is to deliver an unforgettable shopping experience to the customers of every brand that is involved.
Get prepared and be in the joyful mood for promotions, giveaways and prizes both in store, and online.
Some words of praise for Edgars from leading arts personalities and bureaucrats
Renowned media personality Yahya Goodvibes was present at the event, and she commended Edgars for the role it is playing in promoting local talent.
“I’ve worked with Edgars before, for Women’s month and I was so excited to come here for this. Everyone was looking amazing and the fact that they were infusing local designs to their fashion, that’s so big because it means we’re now promoting our own local talent,” said Yahya Goodvibes.
Veteran designer Sean Schoultz lauded Edgars for bringing together industry players across the divide, towards the universal dream of a viable fashion and clothing industry .
“It’s bringing the whole industry together. It doesn’t matter if you’re a couture designer or you work with commercial brands it’s very important for us to work together because we’re all working towards one goal,” he said.
The Ministry of Industry and Commerce also graced the event, represented by its Deputy Director, Mr Dayford Nhema.
He showered generous praises on Edgars for making a positive contribution to the development of creative talent and the clothing industry in Zimbabwe. He highlighted the role of the fashion and clothing industry as a key contributor to economic development.
‘We’re improving Zim’s fashion industry; be ready for opportunities‘
The bureaucrat also revealed that the Ministry is reworking it’s cotton value chain strategy, launched in 2014, in an attempt to match it to the current industry trends, which will help them better tackle the challenges the industry is facing.
Nhema said, “The Ministry of Industry and Commerce is currently working on the review of the Zimbabwe Cotton to Clothing Strategy(2014-2019). The aim is to address the constraints that continue to hinder the development of the value chain while realigning it’s objectives with the realities that presently exist on the ground.”
Nhema implored players in the clothing industry to prepare for the windfall of opportunities that will arise from the implementation of a ruling made by AfCFTA, to which Zimbabwe is a signatory.
The ruling bans the sale of second hand clothing in the countries that are signatories to the AfCFTA.
“The African Ministers of Trade have recently adopted rules of origin in the textile and apparel industry that prevent trading in second hand clothing across the continent under the preferences of the African Continental Free Trade Agreement (AfCFTA).
“Therefore, players in the fashion and clothing industry have to ensure that they have appropriate skills to satisfy the needs of customers and understand Africans’ taste in fashion, in order to fully take advantage of the market access opportunity,” he explained.
EDGARS: Committed to shaping Zimbabwe’s fashion industry and trends
For seventy seven years, Edgars, anchored with its unmistakable red and white brand identity, has been at the forefront of Zimbabwean fashion trends with the resolution of positively moulding the country’s fashion trends and preferences of any given time.
It has witnessed the unending evolution of fashion from pre-colonial, to post-independent, and to this digital age we find ourselves in the midst of.
As a new, refreshing, and exciting epoch for Zimbabwe’s fashion beckons, the fashion retail juggernaut decided to return back to basics, and rediscover the values that truly made it Zimbabwe’s enduring go-to clothing retailer.
There’s also a spirited attempt by Edgars to be the bridge between the establishment and the emerging — a corporate body giving a much-needed platform for creatives to pursue their dreams and turn them into tangible reality.
Years from now, this strategy will be widely hailed as having been instrumental to the enviable success of Zimbabwean fashion on a global scale.
ps: Don’t miss out on the latest fashion trends as delivered by Edgars this summer. Be sure to shop at Edgars’ twenty five stores across Zimbabwe, and get exclusive, quality, homegrown fashion for you and the whole family. Also stay up to date with everything Edgars on Instagram, Facebook, and X.
beautifully written.