Wanele

This collaboration began as a small test.

We were seeing organic traction from South Africa without any deliberate push. Rather than scale immediately, we chose to start with a single creator—someone whose work aligned naturally with the brand.

The content focused on the product journey, not promotion.

What followed was unexpected but telling. The collaboration led to strong engagement and, more importantly, genuine interest. The creator, a fashion lecturer, later invited me to conduct a session for her students—turning a first collaboration into a deeper brand moment.

For us, it validated two things: the brand’s relevance beyond our primary market, and the value of choosing creators for alignment, not reach.