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Proudly SA Shines the Spotlight on South African Fashion

Proudly SA drums up support for the local fashion industry at calendar horseracing and lifestyle event

South Africa: In line with its mandate of supporting locally made products and services, Proudly South African leveraged the appeal and popularity of the Hollywoodbets Durban July to encourage South Africans to support local fashion through its annual Local Fashion Police activation.

Proudly South African has a long-standing partnership with the Hollywoodbets Durban July, the premier horseracing and lifestyle event that attracted over 45 000 spectators from across South Africa.

This year’s theme of Country Allure challenged guests to blend rugged rural heritage and equestrian elegance with standard Western costumes. Proudly South African used the event to encourage racegoers to ask themselves one simple question: “Are You Wearing Local?”

Visitors to the Proudly South African activation were invited to celebrate South African creativity by showcasing their locally designed outfits, taking the pledge to support local fashion and engaging with the organisation’s popular Local Fashion Police campaign.

“We were delighted to once again partner with Hollywoodbets Durban July to harness the popularity of the Hollywoodbets Durban July to amplify the message of localisation, encouraging more South Africans to support local designers and manufacturers.

Our activation at the event forms part of our broader strategy to champion localisation in favour of key sectors of the economy by leveraging our own and existing platforms in the market to drum up consumer, public and private sectors to increase their uptake of home-made products,” says Eustace Mashimbye, Proudly SA’s Chief Executive Officer.

As part of the activation, Proudly South African, in partnership with Imprint by Mzukisi Mbane, rewarded racegoers who embraced local fashion. The best-dressed female wearing locally designed fashion won R10 000 worth of fashion from Imprint, while the runner-up received R5 000 worth of fashion from Imprint.

Ford South Africa, which assembles the popular Ford Ranger, Ford Everest, and the new Ranger Plug-in Hybrid (PHEV) at its Silverton plant, provided transport to the Proudly South African team at the event.

The Hollywoodbets Durban July continues to grow in leaps and bounds. This year, the organisers estimate the event to contribute a whopping R1 billion to the eThekwini economy, a substantial increase from the previous year’s impact of R840 million.

   

For more information on Proudly South African visit www.proudlysa.co.za

For media enquiries please contact:

Acting PR Manager: Shernese Defreitas                PR Content Officer: Nomonde Khanyile

Office: 011 327 7778 Cell: 0797716296                 Office: 011 327 7778/0671869922

dambisa@proudlysa.co.za                                       nomonde@proudlysa.co.za

Images:

Local Fashion Police Activation. Photo: Maverick International

 

Local Fashion Police Activation Photo: Maverick International

 

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The FNB Stadium: The “Calabash” of a Nation

While the original stadium was built in 1989, its current iconic form was the result of a massive reconstruction for the 2010 FIFA World Cup. The design, led by the architectural firm Boogertman + Partners, is deeply rooted in African symbolism. Its exterior is modeled after a calabash, the traditional African gourd or “melting pot.” The facade is composed of thousands of fiber-cement panels in eight different earth-toned colors, mimicking the fire and earth used to kiln the traditional pot. At night, the stadium is illuminated from below, creating the visual effect of a glowing fire beneath the “pot,” a symbol of the warmth and hospitality of the African continent.

The stadium’s capacity is a staggering 94,736, making it the largest stadium in Africa and the fourth largest in the world. But its significance transcends its scale. The site is a “theatre of history.” In 1990, just days after his release from 27 years of imprisonment, Nelson Mandela delivered his first speech to a massive, roaring crowd at the original FNB Stadium. It was here that he effectively signaled the beginning of the end of Apartheid. Decades later, in 2013, the same stadium hosted his memorial service, bringing the world together in a final farewell to “Madiba.”