Jaguar And #GiveHerACrown Choose Visionary Designers For 2024 Campaign

• Jaguar celebrates female empowerment and creativity by amplifying the #GiveHerACrown platform through art and storytelling
• Jaguar has provided funding which contributes towards the campaign, including assisting designers, launching the event, bursary funds and to implement masterclasses
• Jaguar will spotlight five female creatives, who will design a bespoke 10-piece collection on the #GiveHerACrown theme for 2024 ‘Shifting Perspectives’
• This year’s collection will be curated by ARRCC and the New York-based, African Fashion Council. Jaguar’s contribution will elevate designers’ voices across the global community
• Campaign proceeds will ensure continued support of the Crown Bursary Fund, benefitting an ever-increasing number of aspiring female designers

Selected for their unique artistic approaches, the collection will see a convergence of fashion, poetry, storytelling and architecture.

The #GiveHerACrown empowerment platform uses the arts to change the narrative on gender equality by telling the stories of all women; the survivors, the activists, the pioneers, the next generation. Jaguar has supported the platform since its launch in 2020, proudly celebrating and showcasing the talented women and their stories. This year, Jaguar’s funding will contribute towards guiding designers through the programme, elevating the event and implementing design master classes.

This year, the five South African female designers will each create a bespoke 10-piece collection centred around the theme ‘Shifting Perspectives’, inspired by the poignant written works of spoken word artist Qui Qarre. Her moving reflections on roles, society, and empowerment will be translated into fabric and fashion. The poem and collections aim to challenge norms and redefine the perspective of women, emphasising the power of art to change viewpoints, break stereotypes, and inspire new realms of thought.

On September 11, Give Her A Crown designers will take centre stage at New York Fashion Week, presenting a collection that not only reflects the artistry and vision of the designers but also the core values of empowerment and advocacy. This moment marks a significant milestone for these creatives, as they step onto one of the world’s most prestigious fashion platforms. It offers an opportunity for global visibility and a chance to push the boundaries of their craft while sharing the spirit of South African resilience, culture, and beauty with an international audience. For the designers, this showcase is more than just an exhibition—it’s a bold statement of innovation, a testament to their journeys, and a celebration of the power of fashion to inspire change.

Irene Kakooza, Communications Manager, JLR South Africa and Sub-Sahara Africa, said: “Jaguar understands that culture and art have the power to tell untold stories, subvert stereotypes, shed light on our collective values and explore different facets of our complex identities. Through their creative expressions these artists have provided insight into the human experience from their perspectives and diversity. It is a great honour for Jaguar to be part of this showcase.”

As Jaguar pursues its all-electric, modern luxury future within the JLR portfolio of brands, nurturing an inclusive and innovative culture is paramount. By embracing a spectrum of perspectives, the culture is enriched but also innovation and sustainability is ensured. The commitment to these values is unwavering as Jaguar aims to empower and elevate voices across its global community.

Life Design Creative Director, Linda Notelovitz, will again document the designers’ journeys, creating art films that capture the essence of their creative processes. Known for her ability to connect film creations with humanity and authenticity, Linda’s visual storytelling evokes emotional connections, inspiring change and action.

This year’s collection will once again be curated by ARRCC, a highly regarded and accomplished interior design and décor studio based in Cape Town. They will be joined by the African Fashion Council (AFC), based in New York, who amplify African fashion talent on the global stage. These bespoke collections will form part of the Crown Collection, which is the exclusive collection of artworks produced each year by the artists of the #GiveHerACrown campaign.

The 2024 Crown Collection will be revealed in South Africa in October. The proceeds of the campaign will ensure continued support of the Crown Bursary Fund, benefitting an ever-increasing number of aspiring female designers.

Representing a diverse range of fashion disciplines, the 2024 GHAC designers are:

1. Gugu Peteni: Founded in 2019, Gugubygugu is a progressive streetwear brand known for its fearless and inclusive approach. Celebrating Afri-modern design, the brand utilises natural fibers like mohair to create adaptable garments that transcend traditional boundaries of age, size, and gender. Honoured with accolades such as the Design Indaba Top 40 and Project Runway South Africa, Gugubygugu continually pushes the frontiers of streetwear fashion.

2. Keneilwe Mothoa: A visionary interior and fashion designer, Keneilewe’s brand is renowned for its pioneering approach, she seamlessly merges fashion and interior design, blending bold aesthetics with functional elegance. Her brand highlights African heritage through modern design, celebrating diversity while redefining industry standards. Keneilwe continues to inspire, consistently pushing the boundaries in both fashion and interior design.

3. Manthe Ribane: Manthe is a versatile artist, excelling as a musician, performer, and designer. She utilises her body, voice, and various materials to produce transformative pieces. Celebrated as the face of a South African tourism campaign and featured on the cover of Elle South Africa, Manthe’s groundbreaking style and artistic diversity distinguish her as a prominent figure in this year’s campaign.

4. Tsakani Mashaba: Established by Tsakani Mashaba, HAMETHOP delves into the rich variety of African art, textiles, architecture, and urban landscapes. Every creation is crafted by hand, employing traditional methods handed down through the ages, resulting in a brand that embodies a cohesive and diverse aesthetic.

5. Thando Ntuli: Thando Ntuli, the visionary founder and Creative Director of MUNKUS, established her brand in 2019 with the mission of empowering women. Drawing inspiration from the vibrant styles of 1980s and 1990s South Africa, Thando creates colourful, trans-seasonal fashion that resonates with both nostalgia and modernity. Her designs prioritise simplicity and versatility, allowing each piece to serve multiple purposes. Thando celebrates individuality and evokes a profound sense of home, crafting garments that are as functional as they are expressive.

Michele Rhoda of ARRCC, said: “Give Her a Crown is a pivotal initiative that elevates emerging South African female artists onto the global stage, and I am deeply honoured and excited to be part of this remarkable campaign for the second year. This year, we have five exceptionally talented and driven fashion designers, each bringing their distinct style and unique identity to the collection. Working alongside Chuks Collins, my co-curator, is an inspiring journey as we delve deeper into the intricacies of the fashion industry and the behind-the-scenes magic. Fashion, to me, is a powerful medium for self-expression and making bold statements without uttering a word. With its rapid turnaround time, fashion continually pushes boundaries, stays current, and inspires fresh ideas. I am thrilled to collaborate with these designers and witness the transformative power of their work on the global stage.”

Chuks Collins of AFC, said: “Joining GHAC again this year fills me with immense excitement and anticipation. Partnering as a co-curator for Give Crown is not only a privilege but also a unique opportunity to showcase the incredible talent and creativity of African designers. I’m thrilled for the world to witness what Africa has to offer through these exceptional artists. This event offers a once-in-a-lifetime opportunity for designers to shine, and I believe both the designers and the world are ready for this beautiful, transformative ride. I’m excited to experience and share in this journey of bringing their stunning collections to life.”

Visit www.giveheracrown.co.za for more information and follow @giveheracrownsa on Instagram for exclusive content and announcements.

Jaguar is designed and engineered in the UK and sold in 117 countries. It belongs to the JLR house of brands with Range Rover, Defender and Discovery.