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…
