Witchery

Sheila, kicking it in her Witchery playsuit in the Klein Karoo

If you’re not aware, Australian fashion brand Witchery launched on South African soils through Stuttafords in November 2010. My dear friend, The Book Thief, has been punting the label for years and I was elated to hear the news of the brand’s arrival in Mzansi. Props, Witchery.

This is the brand vibe…

“The Witchery woman is one possessed of a much-envied, innate style. Continually inspired (and inspiring), she looks to Witchery for those pieces that enhance and update her wardrobe every season, and beyond. Hers is a look that effortlessly mixes the key, up-to-the-moment trends with a classic, enduring staple or two, always found at Witchery. Her appreciation of fashion and individual way of dressing cement her as a style leader, one who cuts a swathe through the crowd wherever she may find herself in the world.”

Yawn. What the marketing people mean to say is the range is classical, simple and beautiful. If you’re a sucker for the feminine and greys and browns like I am, you’ll love the Witchery vibe.

The brand footprint…

“The Witchery experience in Stuttafords will be that of a shop-within-shop; a personalised, boutique feel to be found in Sandton, Eastgate, Rosebank and Clearwater in Johannesburg; Brooklyn and Menlyn in Pretoria; Gateway in Durban; and Canal Walk in Cape Town.”

I’m not convinced of the partnership with Stuttafords though. I understand it mitigates risk and allows the brand a broader national footprint, but the Stuttafords brand has lost its way over the years and is widely perceived as naff and insipid today, especially amongst the market who’ll be shopping at Witchery. I hope the brand will muster up the courage to roll out stand-alone stores like Forever New has done.

There are whispers of the introduction of WitcheryMan and WitcheryKids to the South African stable in 2011. Finally, a reason to spend less at Country Road.

Fingers crossed,

brandslut xoxo

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