Cruz Vodka hosted their seasonal SA Fashion Week official opening party at the new shopping center; ‘The Marc’ on Maude street, Sandton. The icredible Vicky Crease and team transformed the open space in to a textured party venue and Cruz Vodka managed to get some of Joburg’s and out of town beauties on a Monday night under one roof for a little kiki. I won’t drop any names, beautiful people were there.
It has been four years since Cruz Vodka and SA Fashion Week announced their partnership. Asked why the partnership with fashion? Cruz Vodka, Marketing Manager, Rachel de Mardt said “fashion is the essence of the Cruz lifestyle. SA fashion week is an incredible association for Cruz Vodka as it embodies the style and sophistication that embodies the brand.”
Cruz and SA Fashion Week efforts to encourage personalities (famous or not) whom normally would not attend Fashion Week to put the local fashion out there using their impact is commendable. Beyond just throwing a party every season and providing cocktails in between the shows at SA Fashion Week marquee.
Seasonally, the two entities come together in a fashion collaboration whereby designers who showcase at SA Fashion Week dress some key people attending the opening party and ensure that these personalities and media darhlings walk the red carpet thus securing media coverage and digital eyeballs for the designers.
The overarching objective is that this a marketing exercise that seeks to benefit all stakeholders involved. Yes, Cruz Vodka want to increase market share, increase sales, SA Fashion Week is rooted in the business of fashion in South Africa, local designers wish to scale their businesses and sell products and so forth.
Consequently, from that perspective it is not so much about WHO looks like WHAT but rather WHO is wearing WHO and HOW. Visibility aids in popularity and popular culture supports in increased consumption or not. Simplistic? yes. Does it happen in that chronological order? to a major degree, yes. Will most get it? of course not; more especially if you are not really invested, lack capacity, insights, record, perspective, discernment…