It’s no surprise that I’m a huge fan of collaborations and partnerships. And this one in particular that I’m about to let you in on has me real excited because of my personal love for the car brand MINI.
MINI has always been front and centre in maintaining the brand image in its essence and yet continuously adjusting to the times and demands of its marketing. MINI has also always supported artists in different industries through their “MINI drives…” for example DJ Fresh. This time around, MINI has involved themselves in the fashion space, partnering with South African Fashion Week (SAFW) to bring the “MINI Scouting Menswear” in association with GQ Magazine.
Some may wonder, “What is the love affair between fashion and cars?” Locally, we’ve seen Gert Johan Coetzee translate his love for luxury and exclusivity through a beautiful shoot with Bonang Matheba and Maya Mia at the Ferrari showroom. The collaboration between the two luxurious brands was a perfect match. Read the full story here . In turn, when it comes to car launches, we’ve seen the involvement of fashionistas and bloggers growing by the day. Internationally, Milan Fashion Week collaborated with Volvo in aims of successfully launching the Volvo XC40 compact SUV the automobile in hopes of introducing and positioning the SUV in the minds of the trendy urban youth.
Official press release:
For almost 60 years now, MINI has always stood for ideas, inspiration and passion. It is in this spirit that MINI South Africa and South African Fashion Week (SAFW) are joining forces to bring the fashion talent search platform, MINI Scouting Menswear in association with GQ Magazine. Previously known as SAFW Scouting Menswear, the competition is now in its fifth year and runs in conjunction with the Spring/Summer 2018 collections.
“MINI has always been a brand for people who dare to do things differently, to stand out,” says Thilosh Moodally, Head of MINI South Africa. “In the 1960s the first Mini became a design icon. Even up to now, driving a MINI is a statement of style and identity, which is one reason why the brand has had a close connection with the fashion world ever since. With the MINI Scouting Menswear competition, we want to support upcoming talent as well as celebrate new and bold statements in South African men’s fashion.”
MINI Scouting Menswear is open to fashion designers who have been in business for no more than 10 years and who are working towards establishing their brands within the South African fashion industry. To qualify, designers must have a formal fashion design qualification or five years fashion design experience.
“The aim of MINI Scouting Menswear is to assist talented designers, with the potential for commercial growth, to start making the transition from a developing creative to a sustainable business that can play a role in the creative fashion industry, create jobs, wealth and contribute to the GDP of the country,” says Lucilla Booyzen, CEO of SAFW.
“The Scouting Menswear competition truly opens doors for South African creativity, and goes beyond the momentary giltz of the runway to equip a new generation of designers with the tools they need to transform creative vision into commercial success. With a renewed commitment to supporting South African creativity, GQ is thrilled to be able to partner with SAFW once again as we search for the country’s next great menswear designer,” says Nkosiyati Khumalo, Editor-in-Chief of GQ South Africa.
The winner of the MINI Scouting Menswear will be given the opportunity to showcase their collection at the 2018 SAFW Spring/Summer collection and the 2019 SAFW Autumn/Winter collection (scheduled for October 2018) as well as an all-expenses paid trip to Pitti Immagine Uomo in Florence, Italy. To enter, contestants can visit
Entries for the MINI Scouting Menswear close on 9 February 2018.
For any questions regarding this press release, please contact BMW Group South Africa’s Group Communications Division as follows:
Manager: Group Product Communications
BMW Group South Africa (Pty) Ltd