Johannesburg, South Africa, 21 March 2014; The Walt Disney Company Africa is proud to announce that, in collaboration with SA Fashion Week, it is paying tribute to the super hero team up of a lifetime – Marvel’s Avengers. Tonight, 21 March 2015, at the ’15 Spring/Summer Collection Showcase, six designers revealed their ready-to-wear lines, entirely inspired by the iconic characters featured in the upcoming 24 April cinematic release of Marvel’s Avengers: Age of Ultron.
After a month-long search in December 2014, six designers from across the continent were chosen to showcase their lines at SA Fashion Week. They are South African designers Siyabonga Ntini (Ralfe), Roman Handt (Roman Handt) and Luiz Delaja (M4S) as well as Zimbabwean designer Rumbidzai Muzofa (Rumbie by Rumbie), Zambian designers Christina Kabamba and Donna M’shanga (Kamanga) and South African-based (Spanish-born) designer Amos Tranque (Amos Tranque). Drawing inspiration from Iron Man, Thor, Captain America, Black Widow and The Incredible Hulk, the designers were given free rein to bring each character’s iconic imagery and style to their chosen men’s and women’s lines.
Each designer’s unique take on the Marvel brand and their incorporation of the Avengers characters showcased remarkable use of fabrics and materials, whilst playing with silhouettes, shapes and colours in both men’s and women’s fashion. An exciting fusion of designs from across the continent provided eye-catching and celebratory pieces that included futuristic, traditional and contemporary elements mixed with a distinct blend of African themes and, of course, some daring twists.
“As fans the world over anticipate the release of the next chapter in Marvel’s Cinematic Universe, we are thrilled not only to be celebrating the Avengers but also the immense talent that the designers have brought to the SA Fashion Week runway,” says Deirdre King, Head of Marketing for The Walt Disney Company Africa. ‘The Inspired by Marvel campaign truly showcase the timeless and universal appeal that these characters have, whilst remaining relevant in since they first appeared in comic books almost 5 decades ago.”
This is not Disney’s first foray into high fashion– even as far back as 1937, the company collaborated with Cartier for a piece inspired by Snow White and the Seven Dwarfs. Recent collaborations globally include the likes of Tommy Hilfiger, D&G, Castelbajac, Philipp Plein, Chopard, adidas, Havaianas and Desigual to name a few. Earlier this year, world-renown shoe designers such as Jimmy Choo, Manolo Blahnik and Christian Louboutin, revealed their own Inspired by Cinderella Shoe designs at the European Premiere of the film. On the local front, 2013 saw Suzaan Heyns becoming the first designer on the continent to participate in the Inspired by Minnie campaign that debuted at SA Fashion Week in October.
The Inspired by Marvel Collections mark the upcoming 24 April cinematic release of Marvel’s Avengers: Age of Ultron, the epic follow-up to the biggest Super Hero movie of all time. South African fans have an extra reason to celebrate as the hotly anticipated film features key action sequences shot entirely in Johannesburg. Marvel’s Avengers: Age of Ultron stars Robert Downey Jr. as Iron Man, Chris Evans as Captain America, Chris Hemsworth as Thor, Mark Ruffalo as The Incredible Hulk, Scarlett Johansson as Black Widow and Jeremy Renner as Hawkeye.
Fashion followers, film fanatics and everyone in between can join in on the South African Avengers celebrations by using the hashtag #AvengersJozi.