Wonderbra reveals their new South African brand icon
JOBURG – The gorgeous Phumza Tiya joins Wonderbra.
Phumza Tiya, a 26-year-old Johannesburg-based part-time model and digital marketing freelancer, has been chosen as Wonderbra’s 2018 South African brand icon.
Tiya has won a modelling contract and prizes worth R150 000.
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Tiya said, “I entered the icon search because I believed it would open up new opportunities for me as a model whilst also allowing me to grow and be more confident in what I do. It will help me to teach other young women like me to believe in their unique beauty.”
The competition ran between January and March this year. Each month, three semi-finalists were chosen – two by a panel of judges and the third by popular social media vote.
Andreas Henkel, commercial executive for Hanes South Africa, which manufactures the Wonderbra lingerie range in South Africa, said that it had been extremely difficult to choose between the finalists.
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Tiya will be featured on Wonderbra’s packaging, promotional material and advertising. Although this is the first time in nearly 10 years that the world’s leading push-up brand has gone public in its search for a brand icon, she nevertheless follows a very proud tradition.
“Phumza is now part of a proud South African and international tradition. We are truly local in all we do and design, develop and manufacture almost all our products in South Africa. At the same time, we are backed by a strong, quality-oriented global brand. The icon search is another example of how we value and are committed to developing our own talent,” Henkel said.
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Born in Mthatha in the Eastern Cape, Tiya is the first-born in a family of three, who she says were raised by an incredible mother.
Tiya matriculated from St John’s College in Mthatha. After a gap year, she moved to Tshwane where she enrolled for media studies at Boston Media House.
“Being raised in a small town with limited dreams, I always knew that I needed to think beyond the immediate and never limit myself and my mind. So, whilst studying, I developed an undying love for modelling. I had grown up in a society that had always pointed out my skin tone and exotic look. That never bothered me because I had always believed I was beautiful,” she explained.
“I draw a lot of inspiration from my mother and how she is constantly fighting to better her life. I also look up to all kinds of women who are confident about who they are and what they want from life, women who strive for nothing less than success,” she said.
