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17 Sep 2024 ///
Lifestyle /// Fashion /// Community

‘A GESTURE OF BALANCE’ – WOOLWORTHS PRESENTS #STYLEBYSA WITH SHELLEY MOKOENA

Continuing the bold and brilliant move by Woolworths with their #STYLEBYSA series, we’re in a new chapter of spring for the co-collaborative campaign that showcases the nuanced creativity and personal style among South African talent. This initiative celebrates diverse perspectives between an iconic South African brand and its collaborators, as it remains our month-by-month case study in key approaches that can inform our wardrobes — as styled by the creatives themselves, their way. 

The return of the sun brings with it newfound inklings of optimism and renewal — spring is arriving, and we have to be sartorially prepared. With the continuation of #STYLEBYSA, we are certainly readying ourselves as we peeking into the impeccably tonal and sophisticated universe of Shelley Mokoena. Founder of luxury womenswear brand Connade, creative director and artist, Shelley’s distinct personal taste is a deeply thoughtful expression of how she articulates the world around her. Her style extends across personal fashion, interior design, art, and most crucially, infusing the rituals of everyday living with beauty.

Imagery courtesy of Woolworths
Shelley’s foundational career as an interior designer sees her distinct aesthetic founded on principles of form, function and spatial awareness; with the body and clothing as her mediums. Similarly, Shelley’s design approach is rooted in the exploration of organic forms and sculptural construction techniques. Who better, then, to demonstrate Woolworths’ focus on linen — a season-defining fabric that embodies natural elegance and versatility, as it perfectly aligns with Shelley’s refined aesthetic?

Yūgen (幽玄) is a fundamental concept in traditional Japanese aesthetics, emphasising a profound, subtle beauty that eludes easy definition. Often translated as ‘mystery’ or ‘deep grace’, Yūgen reflects an awareness of the universe that evokes an emotional response without relying on overt explanations or displays. This philosophy feels fitting in understanding Shelley’s aesthetic perspective, with her work continually inviting an engagement of the imagination and emotions.

Imagery courtesy of Woolworths
Like Yūgen, Shelley’s style embodies understated elegance, valuing simplicity that carries profound meaning, seen in her thoughtful use of colour — and intentional emphasis on monochrome —  along with layering techniques and simple accessories. As Shelley notes on her influential use of tonal hues, “monochrome and neutrals are my trusted colour palette because they’re timeless and even as you are growing and evolving as a person, you maintain a sense of style that is unique to you.”

Shelley’s approach resonates with Yūgen’s concept of transience and impermanence. This changing of the seasons is all about capturing the beauty of fleeting moments, as the shift from winter to spring is an emphasis on the ephemeral nature of all things. This suggestive mystery, and the cycles of nature, creates a space for introspection in how we wear what we wear and our choices for our personal style, as we lean into intentional approaches, guided by the seasonal drops from Woolies Fashion. It is why, when viewing Shelley’s work and her expression for #STYLEBYSA, one might be moved by the gesture of her imagery in inviting harmony and balance for the season ahead. 

As Shelley reflects, her sense of style is deeply connected to her roots: “the first person that instilled my love for fashion—and just beautiful things—is my mom. She’s always been impeccably dressed and effortlessly stylish, so I definitely inherited that from her!” This influence from her mother ignited her approach to fashion, and her nurtured appreciation for timeless elegance and thoughtful design, evident in her creative work today.

This month, Woolies is leading with linen and the crisp white hues of a warm-ready wardrobe. Perfect for the season, these breathable fabrics and light tones offer both comfort and sophistication. From tailored pieces to relaxed silhouettes, Shelley Mokoena is our icon in embodying effortless simplicity. We’re at peace. 

 

SHOP SHELLEY’S #STYLEBYSA EDIT HERE

 

Written by: Holly Beaton
For more news, visit the Connect Everything Collective homepage www.ceconline.co.za

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