Pioneers lead in African luxury
WHAT does it mean to be a pioneer?
This was the question asked at the launch of the Inverroche Pioneers of the Present campaign.
“If you think about this in the context of our forefathers, it is not only about being first or unique. It is also about being able to lead, mentor and share what you have discovered with your tribe,” said founder Lorna Scott.
Scott hosted media and friends for an intimate launch event and premier screening of the brand film.
“That is the essence of the campaign, sharing of ideas to lead to a better future. I am pioneering with my peers and hoping this will grow and put Africa back into a space of being the first to have developed the most amazing group of talented people that are creating products, food and brands that can sit in any establishment in the world.”
The pioneers – chef Wandile Mabaso, designer Palesa Mokubung and artist Zizipo Poswa – were all chosen for their innovative ideas in their fields.
“We were looking for individuals who were authentically African in their creative expression, were committed to sustainability and were as obsessed with African luxury as we are. We wanted to collaborate with these pioneers because of their way of thinking. They are able to reimagine the things we see on a day-to-day basis,” said Scott.
The event was held in an intimate setting at the Les Creatifs fine dining restaurant in Bryanston. Guests received the ultimate offering of all four pioneers – a creative experience seen in the food, art and decor, and fashion.
For the short film, the pioneers were taken to Stilbaai, a village at the southern tip of southern Africa.
“About 150 000 years ago a small group of brave humans roamed and learnt how to share their food and communicate. And it is this that led to that very first spark of creativity. We are now known as the cradle of creativity at the southern tip of Africa,” said Scott.
She said it was important for her to tell that story so the rest of the world would also understand not only where it all started, but that Africans own the right to claim the space of being first, being pioneers.
“We are connected to every single human being alive on the planet today and we all have a connection to this place called home.”
When Scott started Inverroche, the plan was not for it to be a gin, but a perfume.
“I started with the idea to create perfume because of the fynbos, which was the name for these extraordinary ingredients that grow nowhere else on the planet. Perfume was going to be too complicated. We ended up creating a trilogy of products that speak to the uniqueness of diversity of an area where we became modern pioneers.”
Said Mabaso: “It’s an honour for all of us and we are excited to see what will happen in the next year.”
For the launch, models dressed in full Palesa Mokubung attire while the space was touched with Zizipo Poswa unique ceramics, and a four-course meal created by Wandile Mabaso was served, each telling a story of all the Pioneers of the Present.
The brand film goes live today
(Friday) on YouTube.