The event, themed "white mischief," has Klûk CGDT showcasing a collection of 40 exquisite design pieces inspired by the 1930s with a colonial-Asian slant. The collection, to be pre-filmed, will be modelled by South Africa's Katryn Kruger, who has taken the international fashion scene by storm, gracing the catwalks for Chloé, Prada, Elie Saab and Valentino.
The Hästens and Klûk CGDT partnership is based on its success at Mercedes Benz Fashion Week Cape Town, where the brands joined forces and created the fairy tale curtain raiser.
"Because of the synergy between the brands and the success of our previous collaboration, which was dubbed by media leaders as the Best show Cape Town Fashion Week has seen in 10 years, we have decided to work with Hästens for Mercedes-Benz Fashion Week Africa. We promise to create an unforgettable event. Like Hästens, we pride ourselves on quality products for the discerning customer," comments Christiaan Gabriel du Toit, designer, and co-owner of Klûk CGDT.
The decision for the partnership was strategic for Hästens, which is in the process of launching its new showroom in the design and décor hub of Kramerville in Sandton. The timing of the show is aligned with the launch of the new store, opening the beginning of December 2012. The store has been modelled on the design of the new Sleep Spa concept stores, which have taken off successfully in Sweden, New York and London earlier this year, generating great interest.
The concept store is cleverly designed to capture all the senses using light settings, images and a range of sensory enhancers as well as the Hästens beds to create an environment where clients can try the beds and experience extreme comfort. "Mercedes-Benz Fashion Week Africa 2012 is the perfect platform for us to be introduced to the Johannesburg market," says Mashuda Casmod, manager of Hästens South Africa.
"We are happy to continue our relationship with Klûk CGDT, as we've seen their influence as a respected brand in the lifestyle and fashion industry. They have firmly established themselves as one of the iconic fashion brand on the African continent, representing quality and style, similar to the Hästens promise," Casmod concludes.
