Edgars work

With winter being the time when most people generally cocoon and shy away from bold expressions and resort to dull, expected colours and boring staples. We created “BREAK OUT FASHION”.

During South African Women’s Month, Edgars, challenged and confronted the derogative language around women, to steer the narrative to become more inclusive, empowering and diverse. They asked one question; Did You Mean, Woman?

Edgars, a 90-year old department store brand, was struggling for relevance. VMLY&R South Africa successfully repositioned the brand from being on the outside of local culture to being a culturally relevant connected brand.

It’s your imperfections that make you perfect: your freckles, your gap, your multi-coloured eyes and your African hair. Edgars Beauty presents I’mPerfection.