According to Dove, its Invisible Dry Anti-Perspirant Deodorant is proven to leave no white marks on 100 garment colours and was formulated to be invisible on any fabric. Through its association with fashion, the brand wants to encourage women to have the freedom to wear more of the colours they love. As a means of amplifying the product discriminator and bringing it to life, the brand partnered with fashion designer, Rina Chunga-Kutama of Ri.Ch Factory ahead of her AFI Joburg Fashion Week showcase, for its ‘100 Colours Of Africa’ campaign. “So excited to be collaborating with @Dove to design this fabric celebrating the diversity of Africa and the colours we love so much,” she shared on her Instagram.
“I’m originally from Zambia, so creating contemporary African designs was a natural fit for me. I’ve always loved and worn African-print fabric,” the designer has previously expressed to Destiny Magazine. If anyone knows anything about Actress Nomzamo Mbatha’s style evolution and her love for African prints, it’s not too hard to imagine why she would fall madly in love with Chunga-Kutama’s label. “I met Nomzamo at a shoot I was styling. We clicked and she wanted us to dress her. We dressed her for the L’Ormarins Queen’s Plate. The outfit was a hit; it was so well received and we blew up from there,” Rina said in an interview. “Dressing Nomzamo for the Cannes red-carpet event was pretty awesome; seeing ‘my baby’ at an international event was definitely one of the highlights of the business.”
Naturally, Nomzamo was the most befitting personality to front this collaboration between Dove and Ri.Ch Factory. The Puma SA and Audi SA Ambassador added her colourful personality with her ever-enchanting smile to the Joburg Fashion Week runway, donning the Ri.Ch Factory showstopper, made exclusively for Dove. “The reveal!!! Thank you @richfactory for this stunning gown. Thank you @Dove_ZA for choosing me to partner with you for #AFIJFW,” she tweeted. The stunning Beauty, Activist and Accounting Graduate who was recently honoured with a rose named after her in celebration of her achievements further reflected on her colourful runway moment with Dove, “Sometimes, time stands still… A burst of #100Colours with @Dove_ZA and @richfactory. This little light of mine.”
With this campaign, Dove is asserting its position as a brand that is in tune with the needs of African women, supporting their love of varied colours and prints. This campaign couldn’t have come at a better time. I’ve always been a fan of colour and there is no better time to burst into full colour than the present. Thank you to Dove for reminding us to be unapologetically bright and colourful this season.