The much anticipated SA Fashion Week Summer Spring 2024 kicked off on Thursday night at the Mall of Africa with a hotly contested talent search competition. Graphic and fashion designer Jessica-Ann Shepherd walked away victorious as the winner of this year’s Mr Price New Talent Search 2024 competition.
To enter the competition, designers needed to base their work on the 2024 world trends. By combining contemporary shapes, styles, and construction with their inspiration and design talent.
Specific requirements
The competition is open to ladies wear designers whose businesses are based in South Africa. All designer applicants must supply a minimum of one store. They must also be under 10 years in business to qualify to enter.
The semi-finalists are selected by a panel of industry-leading judges. This is based on their talent, their ability to follow the brief, and their capacity to supply more stores.
Shepherd is a creative director of Oddity, a clothing brand that started in 2019, based in Cape Town. She entered the Mr Price New Talent Search competition because she saw it as an opportunity for her brand to grow a new audience.
“I also saw it as an opportunity to use the platform to showcase what my brand can offer outside knitware. My inspiration for this collection was inspired by a dare to dream and eternity pastels,” said Shepherd.
She added that her target market are eco-conscious consumers who value their creativity and individuality.
R50,000 cash prize
Shepherd walked away with a cash prize of R50,000. She will also design and produce a limited-edition range with Mr Price. It will be sold online and in selected stores.
She also gets to be part of the Mr Price Head Office mentorship. Here she will experience and learn from the various departments at Mr Price. These range from merchandising to marketing.
Next year she will be part of the 2024 New Talent Search show. She will also receive one free stand at the SAFW Designer Pop-Up, valued at R6,000.
All finalists will receive a free stand at the SS24 Trade Show. There they can do market research and sell to boutiques, departmental stores, and online stores.
