DON JULIO ARTIST RESIDENCY

Don Julio, the iconic tequila brand known for its craftsmanship and authenticity, has unveiled an ambitious cultural initiative, the Don Julio Artist Residency. This cross-cultural programme unites South African and Mexican artists to celebrate creativity, heritage, and the vibrant fusion of art, music, and fashion.

Set to culminate in an immersive art showcase on 14 December 2024, the residency brings together some of South Africa’s finest talents, including hitmaker Kelvin Momo, award-winning fashion designer Lukhanyo Mdingi, celebrated milliner Crystal Birch, and visual artist Imraan Christian.

The residency forms part of Don Julio’s global “Por Amor” (For The Love) campaign, a celebration of passion and dedication that resonates with the brand’s core values. The campaign merges fashion, art, and music into a narrative that explores the shared cultural expressions of South Africa and Mexico.

Theo Zulu, Senior Brand Manager for Don Julio, explains that the selection of artists was guided by their alignment with the brand’s ethos. “We sought artists who embody Don Julio’s values of love and passion, a message that deeply resonates both locally and globally,” Zulu said.

Kelvin Momo, known for his genre-defining approach to Amapiano, is contributing his craft as an exploration of sound as a form of art. “Music, like tequila, is crafted with passion and intention,” Momo shared, emphasizing the deep connection between creativity and authenticity.

Lukhanyo Mdingi, renowned for his dedication to heritage and authentic storytelling, collaborated with Mexican textile artist Victoria Villasana during the residency.

Together, they blended traditional patterns with intimate cultural narratives, celebrating the beauty of craft. Crystal Birch, South Africa’s leading milliner, draws inspiration from the vibrant colours and festive spirit of Mexico to create bold, statement-making hats. Her designs honour the legacy of Don Julio’s founder while capturing the essence of Mexico’s rich culture.

Visual artist Imraan Christian partnered with Claudio Limón, delving into themes of identity and land through evocative imagery, creating art that bridges continents and tells profound stories of connection.

The culmination of the Don Julio Artist Residency promises to be a transformative experience. Taking place on 14 December 2024, the showcase will unveil the extraordinary creations born from this cultural exchange, reflecting the shared passion, heritage, and craftsmanship of South Africa and Mexico.

EXPLORE & BE PART OF THE DON JULIO ARTIST RESIDENCY HERE.

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