SA’s latest ready-to-drink Gin and Tonic brand, Black Crown G&T partnered with Designer, Palesa Mokubong as part of their 2020 Heritage campaign called #OwnYourCrown. The campaign was in celebration of the country’s rich and diverse heritage, and saw the designer work with kings and queens from mixed heritage households to document their stories and capture their heritage through the lens of fashion.
This ready-to-drink Gin brand made it’s refreshing debut in SA in February this year and is the latest addition to the ABinBev portfolio of brands produced locally, on the back of the Gin category growth in the local market. With the ethos of celebrating South African creatives who are pushing boundaries, both on the local and international arena, this campaign is a royal flush display of staying true to its identity pillars.
“South Africa has a rich history of diverse cultures and unique traditions, and as Black Crown ours has always been to celebrate and shine the light on authentic African stories and creatives. What we have discovered from our consumers, especially within the younger generation, is that while they may not want to lose sight of their roots and heritage, they do want to define their own paths and tell their stories in a way that is unique to them. Partnering with Palesa was a perfect way to show South Africans an exciting and new way of celebrating our diverse cultures because that’s what her work represents.”
Zintle Botha, AB-Inbev Director
Palesa Mokubung is the first African to have collaborated with Swedish Clothing Retailer, H&M, under her fashion label Mantsho. The Mantsho x H&M collection was sold in their flagship stores, and received phenomenal reviews both locally and abroad, yet despite all her international success Palesa still sees great value in collaborating with brands right here at home.
“I am so excited to be part of this collaboration with Black Crown G&T because it feels very natural, as it is essentially a marriage between two brands who are built on the same ideals of celebrating Africa and her people. I love the story we were able to tell with the garments I created because it is a story of a new generation of Africans finding their own unique way of expressing what their culture means to them, while fully owning their crowns and being unapologetically themselves.”
Palesa Mokubung, South African Fashion Designer
As one of the latest exciting additions to the Gin world, Black Crown is using its platforms to partner with young trailblazers who are not afraid to carve their own paths in pursuit of greatness… and they promise that this collaboration is one of many to come.
“We’re on a mission to help break down barriers, open up fresh perspectives, and inspire people to re-think what they thought they knew, in an authentic manner. This collaboration is just one of the many ways we plan to do that. We’re very excited about the direction Black Crown is taking and look forward to continue inspiring our people to honour their crowns.”
Zintle Botha, AB-Inbev Director
The full details of this exciting collaboration between Black Crown and design powerhouse, Palesa Mokubung was revealed on Heritage Day, 24 September 2020.
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