We’re Loving the ELLE Fashion Cupboard!


Following hot on the heels of its successful ELLE UK predecessor, the ELLE Fashion Cupboard is on its way to SA!

What is the ELLE Fashion Cupboard?

The first of its kind in South Africa, the ELLE Fashion Cupboard will bring together the glamorous world of magazines and our biggest love…visual merchandising. It is, essentially, a walk-in wardrobe with window displays, in which the Elle team curates products from various fashion and beauty brands into an inspirational style experience.

The cupboard is the heart and soul of everything… It’s about ‘new, first, now.’

– Lorraine Candy, editor-in-chief, ELLE UK


Shop Look. Fashion-Spread Feel.

This unique cupboard boasts a window-framed space something like a shop window. At the same time it will house some of the top fashion trends as forecasted by the ELLE team – quite like the traditional fashion and beauty spreads, but far more visually exciting. They’ll be pulling out all the visual merchandising stops, like themed displays, bespoke designed and illustrated windows, elaborate lighting, graphics, and more!

The result? A trend-setting hub offering the very first, all-access magazine fashion cupboard in South Africa.


A Fashion Feast for the Eyes

All-access?! Yes, you read it right…

Once completed, the ELLE Fashion Cupboard can be sneak peaked on any of the magazine’s digital platforms. Simply check them out on Facebook and Twitter, as well as ELLE.co.za. Here, the cupboard offers spectators a 360°, interactive experience that includes…

  • Edited and curated themed window displays
  • Live webcam viewings of styling, model castings, hair and make-up how-tos, and more
  • Beauty closet installations
  • Top fashion and beauty finds and previews
  • #AskELLE Twitter conversations

In short, ELLE will be sharing every single moment in the cupboard with you! We’re hope you’re as excited as us. Construction has begun at the ELLE offices, so look out for updates on their social pages and website.


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