For the past four years, street-wear giant Soviet Denim has sponsored the Miss South Africa beauty pageant. As part of their sponsorship, Soviet identified an opportunity to design and develop an exclusive range of denim in a move that continues to turn the wheel of national beauty pageants, which traditionally conjure up images of high glamour. As the reigning Miss South Africa, Tamaryn Green prepares to compete in the forthcoming Miss Universe pageant in Bangkok, Thailand, Soviet Denim has just unveiled two pairs of custom-made jeans to cater to her busy schedule.
Following in the footstep of our current Miss Universe, Demi-Leigh Nel-Peters, who will crown her successor during an exclusive event in China on December 16, Green has personalized the back pocket of the jeans with a stunning diamond shaped pocket plate to mark the 60th anniversary of Miss South Africa. To ensure that the denim captures her girl next door persona, the 24-year-old got to spend time with the designers and her creative contribution resulted in two form-fitting pair of jeans; Gina and Rolene.
Speaking exclusively to NOWinSA, Green had this to say: “As Miss South Africa, I’ve been trying to break this whole misconception that we are untouchable and perfect. I wanted to show people that I’m human, relatable and that I can wear jeans, flat shoes and still be myself – in the same that I can dress up, meet and speak to Presidents and still remain true to my true values as a person. I think that one way of doing that is through denim. It is something that everyone wears and we can all relate to and the fact that I now have my own line is unbelievable. This one is fashion-forward, fun and I think it’s really cool because it has a Miss SA emblem on it, which has never been done before. Look, it has these little diamonds on it to represent Miss South Africa’s 60th jubilee which is so cute,” she says as she turns her back to show off the elaborate design.
Although many people regard Miss South Africa as a bit more formal, from a brand personality perspective, there are lots of traits that compliment one another as brands,” explains Caroline Hardman, managing director of Soviet Denim, adding: “If you look at Miss South Africa, there’s a time when she needs to dress down as she has a number of social responsibility initiatives to take care of and our denim are designed for such. You know, we are ‘energetic, fun loving and we are real people, etc,” she says in reference to Soviet’s slogan “Real People, Real Denim.”
For her Miss Universe makeover, Green is keeping things simple: “I’ve always been a simple girl – so the goal is not to necessarily change my personal style but to enhance it a little. So there won’t be too much glitter dresses and over the top hairstyles involved.” She adds: “I want to take a little bit of South Africa to Thailand, show people what we are made of and I think the best way to do that is through music. As you know, all South Africans love music.”
About the Miss South Africa Denim collection
The collaboration allows Soviet Denim to offer their customers a limited keepsake in the Miss South Africa Denim, which the brand believes sets them apart from its competitors.
There are two pairs of denim jeans that will be launched on November 3 at The Mall of Africa store in Johannesburg, the Miss South Africa Tamaryn Green will be available to meet and greet with her fans before she jets off to China.
Gina – is a bright indigo skinny jeans, featuring the rip and repair detail that has proven popular over the last few years. The waistband is beautifully designed in silver and it features silver trims on the denim as well.
Rolene – this jegging denim is a fashion statement in bright periwinkle blue and features the signature pocket plate mentioned above and also incorporates the rose gold waistband – as well as a matching button.
Limited stock item will be available at Soviet stores nationwide. Visit http://www.sovietdenim.com/stores/ for more info.