15 April 2010

"It's a Blooming Great Day" theme for 2010 Vodacom Durban July

Durban - With just over three months to the 2010 Vodacom Durban July, designers and fashionistas are trolling through the fabric isles and paging through the high-end fashion magazines following the announcement of this years theme "It's a Blooming Great Day".

The theme for the raceday, to be held at Greyville Racecourse on Saturday 31 July runs intrinsically through the entire fashion and social programme, from pre-raceday competitions to the raceday fashion and hospitality décor. This arguably, makes Africa's Greatest Horseracing event, a highlight on the country's fashion and social calendar.

This year’s theme embodies various degrees of current fashion trends, including elements of the green and organic movement, along with opportunities for designers to develop strong silhouettes and investigate an array of textured and fluid fabrics.

"This year is my favourite theme to date, as it offers designers so many opportunities for clever and varied interpretation. Aspects of the theme are spot-on and  trend wise for Spring 2010," said Fashion Programme Director, Tiffany Prior.

"I urge designers to think beyond floral prints and do some research before putting pencil to sketch pad. I love the ‘green’ angle and my take on that is Recycle, Reuse, Relive," said Prior.

The theme has received an enthusiastic welcome from fashion designers across the country as they begin their preparations to create garments for clients attending raceday and for the sensational fashion programme of shows and competitions.

"What a marvellous, visual, colour-filled theme! Instantly I fall into a sweet heady mix of sensory adventure! Graphic prints, raised textures, embroideries, petalled surfaces, organic finishes - not to speak of the beauty of floral silhouettes. And the inspiration that the fragrance alone brings," said Durban designer Karen Monk-Klijnstra

"I anticipate great expression and creative wizardry!" she added. Know immediately that I will take on an alternate edge - why be simple when with a teensy bit of effort you could be 'bloomin' impossible!?"

"2010 is a very special year for South Africa," said Romeo Kumalo, Vodacom SA's Executive Director: Commercial. "It is our time to shine globally as we host the biggest soccer spectacular in the world. The 2010 Vodacom Durban July takes place a few short weeks after this soccer tournament and it is Vodacom’s desire to make this year's race bigger and better than ever before."

" Vodacom is thrilled to be associated with this unique sporting and social occasion, for a ninth year.," said Kumalo.

"The fashion programme that is integral to this event plays a pivotal role in profiling and developing the design talent in this country, and creates unrivalled opportunities for emerging stars.  ," he added.

Eager designers who aim to stand out in front of the massive crowd on raceday are often encouraged to not take the theme too literally and rather look objectively at the theme drawing inspiration from current fashion trends.

"This Vodacom Durban July theme is particularly clever and calls for designers to look a little deeper than floral bouquets," said Durban designer Kathrin Kidger.  "I expect there will be a lot of innovation and different takes on growth and maybe a few individuals who will tackle the whole eco-friendly movement, either way we're in for a fun and festive Vodacom Durban July," she added.

"The theme perfectly represents our blooming country. From the unique flora and eco systems to the blossoming of our teenage democracy. This is a blooming great place for a blooming great day!" said Malcolm Kluk.

The fashion programme kicks off with the established Vodacom Durban July Fashion Challenge and the Vodacom Durban July Young Designer Award which involves university, technikon and design college students from across the country.

The Vodacom Durban July Invited Designer Showcase provides a non-competitive platform for eight prominent designers to show their talent and interpretation of the raceday theme, at a number of glittering functions prior to the big raceday, and on Vodacom Durban July day itself.

The 114th running of the Vodacom Durban July takes place at Greyville Racecourse on Saturday 31 July. More information can be found at www.vodacomdurbanjuly.co.za

ENDS

2010 Vodacom Durban July theme

"IT’S A BLOOMING GREAT DAY"

Plant a seed of good fortune,
In the garden of your mind.
Gather design, reap style,
Till it’s one of a kind.

Take a chance on wild,
Exotic if you must.
The flowers of our land,
Sub-tropical or dust.

A mixed bouquet,
In the early light of day.
Or maybe one brilliant bud,
Standing proud is the way.

Indigenous is ingenious,
A good bet to be seen.
Recycling’s one way,
Another is ‘think green’.

In a garden of colour,
One contest stands high.
A blooming great race,
The Vodacom Durban July.

The Vodacom Durban July
Africa’s Greatest Horseracing Event

Dave Macleod/
Gameplan Media

Dave Macleod/
Gameplan Media