The J&B Met, South Africa’s oldest horse race and Cape Town’s largest party, creates a silver lining to the city’s fashion industry.
The J&B Met is all about glamour, fashion and style. Over the years it has become a lifeline to one of Cape Town’s flagship industries and showcases some of the best designs in the country.
Fashion sales prior to the J&B Met have reached record highs in recent years. Last year alone, the event generated over R18 million in fashion sales in Cape Town in one of the “quietest” fashion months of the year.
Over the years the J&B Met has included various promotions prior to the event, designed to generate interest and retail activity within the fashion sector.
One of these is the announcement of a theme, usually co-inciding with the fashion colours of the season. This year the fashion theme is “Glitz and Glam” focusing on the old-age party icon, the mirror ball, synonymous with J&B’s Start a Party Campaign, launched globally earlier this year.
The Start a Party campaign has a powerful message of responsible drinking associated with it and this will be encouraged throughout the day’s activities, as well as in the build-up to the J&B Met.
Cheryl Arthur of Hip Hop said: “The J&B Met is one of the best times of the year for us. It’s all about couture and fashion standing out from the many thousands of creations that give the day its glamour status. We design a J&B Met range in line with the theme, which this year is Glitz and Glamour. It really has become an important time of the year for us” says Cheryl.
A huge event branding exercise targets the shopping centres and fashion boutiques, aimed at communicating the fashion aspect of the event. It attracts participation from over 400 stores and has expanded to Durban and this year Gauteng.
The fashion boutique promotion involves about fifty stores in Cape Town, who put together a signature rail of suitable fashion items which each believes is apt for the J&B Met. In this way many of the stores liquidate the last of their summer stock.
Central to the afternoon’s entertainment is the hugely popular J&B Most Elegant Couple competition presented this year, by Virgin Mobile.
The competition has grown exponentially in recent years, prompting a pre-judging competition to accommodate the increasingly large number of participants.
The competition itself, to be hosted by television celebrity James Lennox, will showcase sixteen of the top couples. Judged by a panel of top celebrities, including Top Billing favourite Michael Mol, Good Hope FM heart-throb Natalie Becker and rugby superstar Bryan Habana, the entrants stand a chance of winning fabulous prizes.
Two extra categories are included, one for the couple who dress according to the theme and another for “the people’s choice” as chosen by the crowd on the day.
The prizes include:
A trip to the beautiful island of Mauritius at the 4-star Le Mauricia Hotel – complete with flights, airport transfers, 7 nights accommodation, daily breakfasts and dinners, free land and non-motorised water sports, and much more! Courtesy of Beachcomber and American Express Travel Services
Jewellery from Alon Shina in the V&A Waterfront. Lapis Lazuli, coral and 18ct gold leaf shellac hand carved bead necklace for her and a lapis lazuli sterling silver and gold money clip for him, both to the value of R20 000
R10 000 worth of spectacular V&A Waterfront gift vouchers
His and her vouchers from The International Academy of Health and Skin Care
Best themed couple
A two-night “Intimate Kruger Safari” for two people at the Tinga Private Game Lodge. The prize includes luxury accommodation, all meals, game drives and transfers.
R3 500 fashion gift voucher from PR & Co at the V&A for her
R3 500 fashion gift voucher from Ben Sherman at the V&A for him
Pre-judging takes place alongside the main stage at 13h40, while the J&B Most Elegant Couple competition presented by Virgin Mobile, takes place on the Main stage at 14h45.
Each of the winning couples gets a bottle of J&B Jet whisky to celebrate their wonderful win.