Hair meets fashion as global lifestyle brands, TRESemmé and MaXhosa Africa, joined forces at a chic launch event on July 26, 2024, at The Venue in Melrose Arch, Johannesburg, unveiling TRESemmé’s All Hair All You campaign.
Along with highlighting cultural changes in South African women's lives, the event offered guests a journey through time to witness evolving hair trends. Influencers who collaborated with TRESemmé shared personal experiences about their unique hair journeys during the event. Guests in attendance, which included well-known figures like Dj Zinhle and Thando Thabethe in addition to notable fashion and entertainment influencers like Pamela Mtanga and Moghelingz, highlighted the event's importance in South Africa's fashion scene.
The partnership, explained by TRESemmé's Brand Lead, Xola Alakhe Mbadamana, is about recognizing the diverse hair textures, local fashion, and beauty of South African women by merging fashion and hair artistry through sophisticated textiles that are paired with hairstyles that promote confidence. TRESemmé encourages women to embrace their individual hair journeys ranging from daring and unique to classic and elegant styles, and what better way to showcase that than partnering with a brand that is all about expression and individuality.
MaXhosa Africa's designs, which are well-known for their tribute to the Xhosa culture, are examples of South African quality and local design. They tell a story of beauty, culture, language, and aspiration on a worldwide scale. Laduma Ngxokolo, the founder of the brand, revealed that TRESemmé met MaXhosa Africa's needs by offering a range of hair products for various hair textures. And as the brand has additionally been experimenting with hairstyles and products that go well with its designs, their partnership will be one to remember.
Showcasing diversity and individuality through different hair types and styles, the All Hair All You campaign highlights the significance of each hair type through an array of hair styles and textures and what better way to do so than fashion. By featuring real people wearing authentic hairstyles, TRESemmé has certainly conveyed the message of confidence and self-love and has reinforced the notion that every individual deserves to express themselves fully.
MaXhosa Africa announced their partnership with TRESemmé on X, formerly known as Twitter, in which they revealed that fashion shows, brand activations and their annual MaXhosa Kulture Festival are some of the projects that will feature their strategic relationship. TRESemmé added that the partnership ushers in a new era of beauty that uniquely merges haircare and fashion.
Not only will this partnership globally drive the narrative of South Africa’s modern style, but it will also act as a tribute to the classic styles that define the country’s cultural tapestry. Mbadamana added that the launch can be seen as a tribute to the power and beauty of all hair types and a celebration of heritage combined with self-expression through hair and fashion.
