D’ore launches new campaign
MIDRAND – Campaign celebrates style fit for every generation and style at any age.
The bond and style tastes between mothers and daughter were put in the spotlight recently at a campaign which promoted fashion fit for every generation and age.
D’Ore, a multi-brand luxury fashion department store known for its curated selection of ready-to-wear international luxury brands, hosted the event which coincided with the launch of their new store at the brand new Mall of Africa and featured well-known female personalities and their daughters or mothers.
Creative director and owner of D’Ore, Vanessa Gounden, said the campaign marks a new direction for the brand and will launch a new photo campaign every season. “For autumn and winter, the campaign focuses on the concept that every daughter’s original style muse is her mother, and how modern mothers and daughters today swap wardrobe items and mix them up to create their own unique style.”
She said the choice to not feature professional models, but rather real women for the campaign, shot by photographer Merwelene van der Merwe at the Gounden Residence in Pretoria, set a new trend and taps into her personal commitment for D’Ore to become the ‘thinking woman’s brand of choice’.
Van der Merwe added, “To celebrate the unique relationship between moms and their daughters, and the style inspiration moms often provide to their daughters, we have launched a special style through the ages campaign shoot with top South African power women.
“The mother and daughter duos featured as part of the first phase of the campaign include D’Ore founder, and one of South Africa’s most successful entrepreneurs, Vanessa and Caelyn Gounden; chairperson of Brand SA, Chichi Maponya and her daughters Naledi and Palesa Mabuse; actress Sophie Ndaba and her daughter Christine; TV Host and award-winning caterer, Vicky Crease, award-winning interior architect, her sister Maira Koutsoudakis and their mother Demi Tsouroulis; Aspasia Karras and her daughter Alexandra Philips; Sumayya Ebrahim and daughter Qaylah Motara and fashion stylist Anja Bothma and her daughter Gia.”
D’Ore has also launched the Across Generations initiative to celebrate talented young creatives in the fields of arts, fashion and design. Through the initiative, a division of the HolGoun Trust, D’ore will dedicate a portion of all future trust funds to young people pursuing careers in these fields.
Details: www.dorefashion.co.za
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