Dove has showcased its 'Express Yourself in 100 Colours' at the 2024 Hollywoodbets Durban July. The campaign has been aimed at breaking barriers for people with visual impairments within the fashion industry. Dove collaborated with Balini Naidoo-Engelbrecht to create a Dove 100 colours braille-inspired dress, which was flaunted by Meagan Adonis.
"This campaign was crafted to empower women to boldly embrace their individuality through a diverse palette of 100 colours," says Navini Ramsamie, Dove Deodorant's brand manager.
"By nurturing a culture of 'Colour Confidence,' we aimed to foster a sense of freedom and enhance self-assurance among all women, including those with visual impairments, inspiring them to confidently express their personal style without the worry of marks and stains on their favourite garments," adds Ramsamie.
On the fashion stage at the Durban July, Adonis, widely known as 'Blind Goddess,' stood concealed behind a draped structure, surrounded by contemporary dancers wielding vibrant materials — their dynamic movements adding layers of energy and vivacity to the atmosphere in the crowd of wide-eyed onlookers, says the brand.
Adonis's story then unfolded through an impactful video montage, highlighting her journey and her collaborative efforts with Balini in creating her one-of-a-kind garment.
As the performance ended, Adonis was revealed in a braille-inspired dress, celebrated with a burst of confetti and colourful smoke, symbolising the joy and freedom embodied by the campaign, according to Dove.
"Dove has always epitomised a brand that I deeply admire and wanted to partner with due to their steadfast dedication to celebrating real beauty in all its forms and empowering individuals to embrace their unique selves. Being declared legally blind a few years ago profoundly changed my life, and it made me value the efforts of brands like Dove that are committed to breaking the mould and tearing down barriers even more," says Adonis.
According to Dove, the campaign further shed light on the motivations behind the 'Express Yourself in 100 Colours' campaign and the decision to champion fashion inclusivity, enlightening the audience on the importance of encouraging accessibility in the fashion industry.
"The braille within the garment empowers individuals to independently identify and choose their outfits, enhancing their confidence and ability to express themselves through fashion," says Naidoo-Engelbrecht.
Dove Deodorants concludes that it partnered with the Durban July as the official fashion sponsor for the second consecutive year. The 2024 campaign is a testament to Dove's Invisible Dry Deodorant, expertly tested and proven to leave no white marks on 100 diverse colours, empowering women with the freedom to welcome a spectrum of hues into their wardrobes.
For more information, visit www.dove.com. You can also follow Dove South Africa on Facebook, X, or on Instagram.
*Image courtesy of contributor