In the bid to fight against HIV/Aids in Africa, SA iconic Ndebele artist Esther Mahlangu, US R&B star John Legend, and luxury vodka brand Belvedere, have collaborated.
The trio are carrying out a campaign that will possibly see a positive change in the fight against the deadly disease in Africa.
Belvedere luxury vodka brought the artist together to kickstart their Red campaign to life with the hashtag #MakeTheDifference. Consequently, they attended the One Night For Life benefit gala at New York’s Apollo Theatre during the weekend.
As part of her contribution to the campaign, Esther Mahlangu brought her famous Ndebele prints to the stage.
Mahlangu’s Ndabele artwork will be displayed on the beverage maker’s bottles marked with the (Red) logo. She has designed the limited edition bottle for the #MakeTheDifference campaign with her own colourful spin.
In addition to her colourful prints, Legend contributed his artistic style to the campaign with the single Love Me Now. This is a call to encourage people to love now and give now because tomorrow is a mystery.
In other words, John Legend is the brand ambassador for the Belvedere (Red) brand. His signature is featured on the bottle.
Meanwhile, the American star couldn’t help but gush at the masterpiece which Mahlangu displayed on the bottle.
“I was so excited when I saw Esther’s design for the bottle: I think it’s beautiful . it connects (Belvedere) to the culture and to the people we’re trying to help,” he said.
Mahlangu’s artwork has been used in collaboration with an international brand on several occasions.
The 81-year-old was contracted by a young Swedish trainer company Etys earlier this year to customize its sneakers. She has also worked with brands like BMW, British Airways, and many galleries in the past.
Meanwhile, her present gig will see 50% of the profits made from selling the bottles with Mahlangu’s artwork channeled to Global Fund to fight HIV/Aids in Africa. The bottles will be available in South Africa from September 1.