"For the past few years, we've featured well-known South Africans in our 'real people' campaigns - people who are role models for young South Africans. Our summer campaign, however, is built around fresh, new faces - young people who are representative of South Africa and committed to its future. Some of them, in fact, are our own Woolworths people," explains Charmaine Huet, divisional director of marketing.
There will also be a few familiar faces, including model Charlbi Kriek and DJ and MTV Base presenter Sizwe Dhlomo.
Pretty, casual looks dominate; denims and florals are worn together and military-inspired styles live with lace. Shorts are key for everyone, from the classic customer to the coolest girl. Dresses, longer-length tees and leggings continue to feature. Lightweight fabrics predominate in both knits and wovens, and fabrics are cleverly mixed together. Think lace panels in jersey knits, and embellishments on tops.
White, naturals and nautical colours play key roles. There are also new, pretty pales as well as summer brights. Black and white combinations also feature prominently. Placement prints are important, and florals feature strongly.
The group has introduced 'The Fabulist' for women's wear and 'The List' for menswear, to make it easier for customers to know what the season's top 10 essential items are and how to put together the season's hottest looks.
'The List' for guys features the season's slimmer-styled jeans and chinos along with denim and linen-blend shirts, the latest look in golfers and printed t-shirts.