Proudly South African Promotes Local Fashion at Hollywoodbets Durban July
Proudly South African Promotes Local Fashion at Hollywoodbets Durban July. Proudly South African used this year’s Hollywoodbets Durban July to encourage consumers to support locally designed clothing and accessories through its annual Local Fashion Police activation, reinforcing its campaign to promote products made in South Africa.
The organisation partnered once again with the Hollywoodbets Durban July, one of the country’s leading horseracing and lifestyle events, which attracted more than 45,000 spectators from across South Africa.
This year’s event was held under the theme Country Allure, inviting attendees to combine rural heritage and equestrian elegance with Western-inspired fashion. Proudly South African used the occasion to encourage visitors to consider whether the clothing they were wearing had been designed and produced locally through its “Are You Wearing Local?” campaign.
Racegoers visiting the Proudly South African activation were invited to showcase locally designed outfits, pledge their support for local fashion and participate in the organisation’s Local Fashion Police campaign.
Proudly South African chief executive officer Eustace Mashimbye said the partnership with the Hollywoodbets Durban July provides an opportunity to promote localisation through a well-established public platform.
“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.”
Mashimbye said the activation forms part of the organisation’s broader strategy to encourage greater support for locally produced goods and services across key sectors of the economy.
As part of the campaign, Proudly South African partnered with Imprint by Mzukisi Mbane to reward attendees who embraced locally designed fashion. The best-dressed female wearing locally designed clothing received R10,000 worth of fashion from Imprint, while the runner-up was awarded fashion to the value of R5,000.
Ford South Africa supported the activation by providing transport for the Proudly South African team during the event. The company assembles the Ford Ranger, Ford Everest and the Ranger Plug-in Hybrid at its Silverton manufacturing plant.
According to the organisers, the Hollywoodbets Durban July continues to expand its economic contribution. This year’s event is estimated to generate R1 billion for the eThekwini economy, an increase from the estimated R840 million recorded the previous year.
The activation formed part of Proudly South African’s ongoing efforts to encourage consumers, businesses and the public sector to increase support for locally manufactured products and South African designers across industries.
