I often find it easy for many (including myself) to underestimate Boity Thulo as a “brand”. I guess this is due to her relaxed nature, she also doesn’t take her position as a “celebrity” to heart. I can recall countless conversations I’ve had with the husky-voiced personality around packaging her brand and treating her positioning as a business, and each time, she would reiterate that she is a normal girl and struggles to grasp the concept of “celebrity” or at least seeing herself as one. Boity currently hosts eTV’s popular music show (Club 808), while shooting a drama series for SABC 3 and is the second most followed female celebrity in South Africa on Instagram. While many continue to trivialise her influence and impact in the industry, her fans and brands alike seem to recognise the strength that lies in her brand. As such, this month, Boity announced her latest collaboration with fashion brand, Sissy Boy. Through the collaboration, Boity will release three capsule collections, designed in partnership with Sissy Boy. “Partnering with Sissy Boy on a project such as this one is very special to me. Our aim is for women to feel sexy when wearing the collection. The garments I chose for the initial capsule include jumpsuits, T-shirts and jackets and were specially designed to celebrate a woman’s curves and build her confidence, which is everything the Boity brand stands for”, she recently told Destiny Magazine.
Boity is no stranger to endorsements, having headlined campaigns for brands such as Iman Cosmetics, USN and Legit. Her endorsement with Legit was probably the most memorable for me, considering the array of celebrities the brand has collaborated with, from the likes of Minnie Dlamini, Nandi Mngoma, David Tlale, Noni Gasa, Dj Zinhle, Lalla Hirrayama and of course Bonang Matheba, to mention a few. According to a few insiders, Boity’s Legit range outsold the brand’s previous celebrity collaborations and the usual “one month” exclusive contract was extended to three months, during the December peak season.
One thing I can attribute to Boity’s brand success is the fact that she is smart, knows how to leverage the business opportunities that are at her disposal as a result of her fame, and most importantly, is committed to giving value to her brand partners. I’m aware that Boity is also working on some major power moves, that will see her launch her own platforms and products, which I believe she will be able to pull off.