First SA stores for Aussie fashion brand

A selection of the Glamazon range.

In three years, it has opened 45 stores in Australia, as well as others in China, India and Turkey and is described as the irresistible fashion destination for girls who love glamour, style and celebrity culture: offering accessible fashion from casual to couture, and designs that bring distinctive class and individuality.

Store design

The store design and fit out is designed to create a powerful environment, which captures the essence of the brand. High polished finishers reflect the distinctive class and individuality of the brand. Full height windows edged in mirror and an innovative wall-merchandising framework provide a glamorous and refined visual result allowing the customer a clear view of the latest trends. Dramatic fashion images throughout the store are the unique signature of the brand.

Launch styles

As in Australia, South Africa's end of year combines parties and summer. Its Glamazon range offers rainbow sequins sparkling trim/embellishments, beautiful colours, luxurious fabrics with tropical, kaleidoscopic prints and vivid embellishment for a bold and beautiful look oozing poolside glamour. Styling is wearable and will take customers from day to eveningwear.

Styling focuses on one-shouldered dresses and tops with emphasis on silky jersey or metallic finished draping, fully embellished jackets or tops, sequined cocktail dresses and sexy jumpsuits. There is an emphasis on shoulder detail for a 80s influence as well as exposed backs and bustier shaping for ultra glamour. Expect to see an aquatic palette with peacock hues, moody blues, violet, berries with a flash of neon pink worked back with optical whites and luxe sand.

Key considerations

Accessories are always key to the season with a range of exciting bags and clutches, lace gloves, fedoras, shimmer scarves, chunky cuffs and statement necklaces. Wild Orchid offers chiffon camis and high-waisted shorts or easy flirty playsuits. Dresses range from maxi and full to short and pleated. The statement jacket is key in nude tones with strong shoulders and silhouettes.

Tropical Paradise is a collection of easy-to-wear stylish garments with a fun collaboration of bright colours ranging from hot pink to sun bleached yellow and sky blue prints are futuristic with cosmic clouds and modern florals. Fabrics include soft cotton voiles, washed silks and drape jerseys. Summer is about fun and Tropical Paradise brings this to life with vibrant tie-dying and modern cosmic prints.