The campaign for the Softlips Stylista Challenge, in association with Glamour magazine, is by The Jupiter Drawing Room CT and is a country-wide search for aspiring stylists.
To launch the campaign, Jupiter worked with model Kaone who was styled by three industry stylists in three looks inspired by Softlips flavours.
Anna Verloren’s tropical pop theme was inspired by Softlips Papaya. She said, “The name made me think of all the cool straws my mom use to get us as kids and hot summer days, sipping on fresh cocktail juices. I wanted the picture to feel like that and for people to feel the summer vibe.”
Karen Wieffering’s look was inspired by the Acai Berry flavour. She explained her thought process, “Initially I was going to do graffiti and street style, but then quickly realised that the urban street culture of South Africa, combined with the Harajuku kids in Toyko, was something that was original, creative, and blended so well together.”
Lastly, Charlotte Collins created a soft vintage look inspired by the French vanilla flavor saying, “I aim to make the mundane look beyond fabulous.”
Budding stylists who are inspired by the shots can enter the challenge by interpreting their favourite Softlips flavour and styling their own look. Twelve finalists will be chosen for the public voting round where votes will determine the top 6. These six finalists will enjoy a mentorship day with the Glamour team in Cape Town, and the opportunity to style a full page fashion spread in the January issue of Glamour magazine. A final winner will be chosen from these, who will win a R10 000 paid internship with Glamour, among other prizes.
Find all the relevant info at www.facebook.com/SoftlipsSA
Creative Directors: Jennifer Macfarlane and Jakkie Brink
Art Director: Aneesa Limbada
Copywriter: Gerhard Pretorius
Photographer: Antonia Steyn
Stylists: Karen Wieffering, Anna Verloren and Charlotte Collins
Retouching: Erika Staudacher and Spencer Holmes