Johannesburg has joined Milan, Berlin, Buenos Aires, Austin, Manchester and São Paulo in launching The Empty Shop, one of the most ingenious charity campaigns we've seen in a while.
The campaign, launched at Sandton City this week, invites people to donate their once-loved clothes to the shop, which displays them on mannequins to create "show-stopping looks".
At the end of each day, the store is emptied and ready to accept new donations for the next day.
Celebrities such as TV personality Bonang Matheba, radio presenter Anele Mdoda, top designer Gert-Johan Coetzee and singer LeAnne Dlamini have already donated to the shop.
The first Empty Shop was launched at Brazil's Villalobos Mall last year.
More than 3.2t of clothing in good condition has reportedly been collected so far in the South American country.
The square, glass shop on the bottom level of Sandton City opened yesterday and will operate until November 16. It opens at 9am and closes at 7pm, Mondays to Thursdays; from 9am to 8pm on Fridays, and from 9am to 6pm at weekends.
All proceeds from the donated clothes will go to Hospice Wits.
Dlamini said she had donated a few "cute party dresses" to The Empty Shop "because sometimes, in the industry we're in, we can't wear the same dress twice because we've had so many pics taken and they're all over the place".
Coetzee said he donated a dress that his muse, Matheba, wore to the YOU Spectacular awards a few years ago.
"I really love it when people do charity in a clever way," he said. "This is an extremely fabulous way to make money for a good cause.
"I must also say the shop, aesthetically, looks special - you want to come in and spend money."
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