LEGiT’s proud and defiant statement, “Don’t Tell Me What To Wear”, has become the mantra for Mzansi’s savvy young women who definitely know what they want. They know that with every new season the iconic brand gives them another reason to stake their individuality with a fresh range of fashion-forward items. And with a series of unique and inspiring collaborations already under its (very stylish) belt, LEGiT is once more teaming up with more unconventional designers, and is proud to announce that the Winter capsule campaign is going to be exciting and special.
First off, the ambassador in question is none other than genre-defying innovators Punk & Ivy. Then there’s the news that the collaboration is being taken further by introducing an incredible illustrator and sought-after typographer into the mix. And these all come together in a red-hot campaign that will turn Winter way up and take the whole “Don’t Tell Me…” narrative into a new and challenging space.
Punk & Ivy is the love child of Jozi couple Bianca and Khaya Sibiya, a meeting point for each of their individual fashion and design experiences. They’ve made a massive mark on the local scene, with Bianca’s background as a Digital Marketing specialist and Khaya’s creative and styling services for various high-profile brands making them a fashion-power-couple. Since Punk & Ivy was formed in 2012, they’ve been producing uniquely African-inspired sports luxe and street-wear, with an androgynous twist.
LEGiT buyers are forever travelling the world, hunting down trends and ensuring that South African women have the best in global fashion. As such, the Punk & Ivy x LEGiT range takes its inspiration from the streets. The daytime feel is casual and informed by global travels and raw tribal prints in black, white, burgundy and mustard, with denim completing. Night is all monochromes with gold and fiery red highlights. But it’s not that cut and dry, with an emphasis on giving wearers the option to transform items from day to night. The key garments to look out for are the tux jumpsuit, embellished bodycon dress, boiler suit, white shirtdress and gold maxi skirt.
And supporting this range is a whole new campaign that will lead with the very simple statement: “Don’t Conform”. It’s the natural progression for a brand that wants to encourage its fans to be themselves, and its been brought to life in a visually arresting way. On board for the project are typographer extraordinaire Dani Loureiro and award-winning illustrator Jade Klara. The two have countless ground-breaking, innovative projects between them, and now come together for a series of incredible posters that truly capture the range, the message and the undeniably progressive spirit that LEGiT has come to epitomise.
Ocean Ngobeni, LEGiT’s Marketing Manager, is incredibly excited by this new range: “LEGiT is always motivated by a need to provide fashion solutions for our customers,” she enthuses. “We use multiple touch points like digital interaction, instore displays and activations to give a complete, cutting-edge fashion experience. We are all about executing true fast fashion. We do this throughout our 202 stores in all nine South African provinces, across the South African Development Community and with an eye on expanding even further into Africa. The Punk & Ivy range is exactly in line with our objectives, and with Dani and Jade on board to bring our positioning to life, we’re going to continue to be part of, and lead the way in, local popular culture”.
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