Johannesburg - Local A-listers made their way to The Zone in Rosebank where a beautifully curated space, We Are EGG was launched featuring some of the best local and international fashion.
We are EGG is a mecca for not only fashion enthusiasts but all lovers of high-end retail experiences appealing to the hyper-connected Joburg customer.
The star-studded launch of the department store boasted renowned personalities such as Miss SA 2020 Shudufhdzo Musida, Candice Modiselle, Cedric Fourie, Leanne Dlamini, Langa Mavuso Angel Sithole, Thandy Matlaila, Jason Willemse and Sipho Eric Ndlovu, with media personalities Kim Jayde and Taryn Louch, as well as artists Leanne Dlamini, Gigi Lamayne, and many more.
Having officially opened last month, the store not only offers the ultimate curated shopping experience under one roof but is more of a lifestyle destination, with a coffee shop and soon-to-open restaurant.
Featuring some of the freshest fashion brands for men, women and children, this beautifully curated fashion hub includes over 150 carefully selected brands, 85% of which are South African-owned, with a significant percentage being female-owned.
The fashion hub also offers a beauty, home and jewellery department all under one roof.
We are EGG brand partners Amanda du Pont of Lelive and Roxy Burger of The Piercery also attended the official opening. Fashion designers Paledi Segapo, Hangwani Nengovhela, Sello Medupe and Craig Jacobs also showed up to support the opening.
Originally launched in Cavendish Square in December, 2020 in the thick of the Covid-19 lockdown, by South African retail pioneers Paul Simon and Arie Fabian in partnership with Old Mutual, the new Rosebank store has been specifically created with the Joburg customer in mind and has been built on a similar model to the iconic UK-based Selfridges department store.
With the spirit of independence, EGG has the scale of a department store, with over 1 150 supplier applications before its opening last month.
With over 150 carefully selected brands who have poured their creative souls into this curated project, the passion is evident immediately as you enter the store.
Popular fashion designer Rich Mnisi launched its first retail offering at We Are EGG.
Widely heralded for his fusion of contemporary pop culture and traditional African heritage, Mnisi’s designs infuse his own personal narrative into extremist yet minimalist structures.
He works across genders, seasons, geographical lines and creative disciplines, with a twin devotion to craftsmanship and experimentation.
His work has made international headlines in media outlets such as Dazed and Confused, i-D, Vice, VOGUE Italia, WWD and the Sunday Times. He draws influences from film, music and photography, and he frequently art directs editorial and campaign shoots.
“We are super excited for our community to fully engage with the Rich Mnisi universe, as they step into a physical realm as an extension to our online presence, as we introduce our first brick and mortar space,” says Rich Mnisi, founder and owner of the Rich Mnisi brand.
Shoppers can also look forward to seeing collections from Diane Paris, Crystal Birch, Anea, The Piercery and Switch Beauty.
The Star