Sponsorships celebrate African excellence.
Sandton, Johannesburg, July 2017 – African Fashion International (AFI), owner and operator of Mercedes-Benz Fashion Week Joburg 2017 (MBFWJ 2017), has lauded the contributions made by sponsors Mercedes-Benz, ghd, MAC and Boschendal, with each brand contributing to the event’s success for three years or more.
“We have had a wonderful working relationship with all our sponsors. Fashion Week is a premium platform for most consumer facing companies and lifestyle brands. Our Fashion events attracts an audience that ranges from aspirational consumers to high net worth individuals. Brands in the luxury and lifestyle space are therefore able to speak directly to their target market,” says Dr Precious Moloi-Motsepe, AFI Founder and CEO.
The four main sponsors participating in MBFWJ 2017 have all emphasized that the locally produced platform offers them the opportunity to engage with global-minded audiences who place a passionate priority on the development of local talent.
“We partnered with AFI due to our like-minded commitment to excellence, quality, and industry-leading creativity. We are delighted with this collaboration to bring to life one of Africa’s foremost fashion events for 2017,” says Mayur Bhana, Marketing Manager at Mercedes-Benz South Africa, title sponsor of this prestigious event until August 2017 when the sponsorship concludes.
Kim Morton, National Communications Manager MAC South Africa, one of the world’s leading make-up brands, notes that Fashion Week offers a platform for African designers, and that its sponsorship of the event allows it to be a part of the fashion family that drives the industry forward.
“MBFWJ always attracts global attention for the designers, and it allows us to showcase our unique take on global and local makeup trends to a broader audience,” explains Raine Tauber, Senior Artist from MAC. “Many of our customers come into our stores holding images of what they saw on the runway, because they want to recreate those looks at home. This truly demonstrates the success of a collaboration like this.”
No runway look would be complete without careful attention given to hair and grooming, and ghd has collaborated with AFI as its official hair sponsor multiple times.
“Being the official hair sponsor for MBFWJ year after year has been a great opportunity for us to showcase some of the latest hair trends,” says Jennifer Chatburn, ghd Education and Head of Design. “We have styled at some of local and international catwalks which share our vision of healthy beautiful effortless hair.
“Brand alliance is very much part of our sponsorship, because both brands offer an element of sophistication, elegance, stylishness and a desire to be premium yet attainable. On a skills development level, the platform allows our stylists to grow creatively and to understand the importance of team work.”
Wine and Cap Classique sponsor Boschendal feels that Fashion Week is a natural brand extension, because the platform’s passion and inspiration is a natural alignment with the estate’s own philosophy.
“The designers put so much into creating each exquisite garment and it is such an expression of passion,” says Shirley van Wyk, Marketing Manager DGB. “This creativity is something that we find in our wine-cellars as well, and result of both is something from the heart, created for others to enjoy.”
Ticket sales for the MBFWJ 2017 are already open on www.webtickets.co.za, with the showcase set to open to audiences from 17 – 19 August 2017 at Waterfall’s Iconic Mall of Africa.
African Fashion International (AFI) was established to market African talents and ignite local and international attention towards the African fashion industry via Fashion Week Joburg and Fashion Week Cape Town platforms, both sponsored by Mercedes-Benz.
AFI focuses on developing emerging talent through the Fastrack™ initiative and its Young Designer of the Year competition rewards outstanding new talent each year. Over the past six years, AFI’s Fastrack™ incubator programme has helped develop the careers of 75 new talents.
For more information about MBFWJ17, please contact;
Tribeca Public Relations
Shernese de Freitas/ Rose Kgolane
010 005 1000