Amarula and Klûk CGDT celebrate African originality
BRAND ACTIVITY
Nov 8th, 08:00
Amarula, one of South Africa's favourite exports with a universal following, has teamed up with Klûk CGDT, the newly crowned African Fashion International (AFI) Africa Fashion Awards Designer of the Year for 2013.
The two top local brands that both proudly affirm their African origins, are working together to bring luxury and taste to more South Africans, while raising awareness and support for the not-for-profit Amarula Trust that invests in sustaining communities and promoting conservation.
"We are celebrating two forward-looking African original brands while supporting job creation and research into elephant behaviour to create conservation programmes," says Amarula spokesperson in South Africa, Christelle Bester.
In the first step of their collaboration, Klûk CGDT has created an Amarula-inspired cream-coloured silk satin dress with a back covered in soft tulle, "that reflects the texture, presence and drama of the Spirit of Africa,” explains Malcolm Klûk. "You will even find a reference to the hallmark golden tassel that adorns the neck of the bottle. The neck of the dress is edged with gold bugle beads and features a gold metal tassel on the shoulder. We wanted to highlight the tassel not only because it is a distinctive element of the Amarula packaging but because it is produced in a job-creation project that provides a valuable source of income for women with families to support."
The tassels tied around the neck of every bottle are threaded, knotted and brushed out by women in Sir Lowry Village, Macassar and Nomzamo before being delivered to Amarula.
Klûk says the bias-cut, draped shoulder gown that forms part of Klûk CGDT's Afro-Future collection, will be exhibited in Cape Town at the Lookout Marquee at the V&A Waterfront on Friday, November 8, in the finale of the Red Carpet Fashion Show. It will travel to all Klûk CGDT stores before it is sold in aid of the Amarula Trust.
Last weekend the garment was featured in the grand finale of the Mercedes Benz Africa Fashion Week, staged at Freedom Park, Pretoria. The location, says Klûk, was chosen as a signal of confidence in Africa's future. "Freedom Park symbolises the birth of South Africa's new era that began with the advent of democracy two decades ago, also bringing greater liberation to the continent."
Supermodel Alek Wek and the face of Amarula, was also one of the Africa Fashion Awards judges.Click here for more information on Amarula Cream
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