2016 has proven to be an impressively successful year for most local celebrities, from Ayanda Thabethe’s career spike, to Anele Mdoda’s Talk Show debut, Lalla Hirayama’s global red carpet take over and Siya Beyile’s growing presence. One person that continues to dominate the industry year in year out is media powerhouse, Bonang Matheba. For many of us, the year might be decelerating, 2016 is showing no signs of slowing down for the Revlon Ambassador.
You may recall seeing the not-so subtle hints from Queen B’s social media platforms, following a trip to Brazil, where she boldly announced that she had just shot a new campaign. Well, last night we finally got to know about the brand behind her new campaign. Held at the Radisson Hotel in Sandton, in another “African First” Bonang Matheba was unveiled as the newest celebrity face to front International sandals brand, Ipanema.
According to the brand, they are a fun, chic, and colourful Brazilian made sandal and flip flop collection named after one of the most exotic and famous beaches in the world. In her role, Bonang joins the ranks of supermodel Gisele Bundchen who is the highest earning model according to Forbes and former Xtra Factor and BBC1Xtra presenter Sarah-Jane Crawford, who was announced as the brand’s ambassador for the UK.
Following a brief stint as the face of the brand, Gisele launched her own line of affordable flip flops, Ipanema Gisele Bundchen, which has been a huge success both in Brazil and the rest of the world, since its 2002 launch. I particularly love the fact that Gisele wasn’t content with just using her face to promote someone’s product, but instead established her own business unit within the brand, which is estimated to sell as much as 25 million pairs annually. My wish is to see Bonang, through this endorsement emulate Gisele’s journey, and gaining a share of this thriving business, beyond being the “face”.
Congratulations to Bonang on her latest endorsement and we hope to see her impeccable style reflected in the sandals/flip flops. To Ipanema, welcome to South Africa and well done on the great selection for an African Ambassador. I have no doubt that many are aware that the brand is available locally, but I’m hopeful that equally so, your revenue will be reflective of this.