YouRSA Platform Paves the Way for Showcasing South African Arts and Culture on a Global Stage

VMCO Advisory, an advisory firm in Public Affairs, cultural diplomacy and events management, announced the launch of YouRSA – a platform dedicated to promoting South African arts, culture, and creative talent across the world.

YouRSA represents an ambitious initiative to mark 30 years of democracy in South Africa by recognising and celebrating the country’s spirited arts and culture space. The platform has been anchored in a vision to generate worldwide exposure and create opportunities for South African artists and creatives – especially young female artists, who will be at the forefront of this initiative.

“YouRSA was conceptualised from a very simple need – we want the world to see what the South African creative landscape is capable of,” said Collen Dlamini, the Executive Director of YouRSA.

“We hope this platform elevates South Africa’s visibility on the international stage and contributes to building meaningful cross-cultural relationships – especially between SA and the United States.”

YouRSA has partnered with Brand South Africa with the aim of positioning the country as a premier destination for travellers who seek an enriching cultural experience. The collaboration endeavours to create positive perceptions among global audiences, reinforcing SA’s identity as a culturally rich go-to destination – aiming to close the distance between South Africa and the world by facilitating cultural exchange and mutual understanding.

Thoko Modise, Head of Communications  at Brand South Africa, stated, “We believe that through YouRSA, we will  entice audiences such as potential investors and  business and  partners, to explore our country beyond just tourism, further influencing positive perceptions about the diverse reputation  of South Africa  internationally.”

Several activities related to the art, fashion, and music industries will take place under the YouRSA platform.

On Monday, 9 September 2024, an impactful Dialogues Seminar took place at the Consulate General of South Africa moderated by Mrs. Thami Nkadimeng (The Message Architect). Consulate General of the Kingdom of Morrocco Mr. Abdelkader El Jamoussi, offered words of support indicating that collaboration between African countries is crucial for the potential of Africans to be realised sustainably. Broken down into sessions, the topics focused on:

• Forging Partnerships and Collaborations: Strengthening Ties through Arts, Tourism and Cultural Exchanges; and
• Unpacking the report: UNESCO’s Insights on unlocking Africa’s Fashion Potential

With a vision to elevate the creative voices shaping South African fashion, YouRSA, will support  the empowering “#GiveHerACrown” initiative, driven by Jaguar, at the unveiling of the highly anticipated 2024 Crown Collection at New York Fashion Week on Wednesday, 11 September. This exclusive showcase, co-curated by the Cape Town-based design powerhouse ARRCC with Michele Rhoda, alongside the New York-based African Fashion Council and the visionary Chuks Collins, promis

es to captivate the international fashion elite.

As a highl

ight of this prestigious event, five exceptional female designers have been selected to debut their latest collections to an audience of global buyers, industry in

siders, trendsetters, and fashion enthusiasts. This unparalleled platform provides a transformative level of exposure and opportunity, allowing South African fashion talent to gain recognition on the world stage.

Jaguar’s ongoing 

support proudly amplifies these voices, celebrating their strength, creativity, and influence across the globe. Irene Kakooza, Brand Manager for Jaguar said: “This year’s Give Her A Crown campaign is more than just a fashion statement; it’s a powerful movement that celebrates the fusion of creativity and empowerment. As our five remarkable designers take centre stage at New York Fashion Week, their work not only highlights their unique talents but also brings global recognition to the voices and stories we champion. This moment is a testament to how far we’ve come in amplifying African excellence, and how far we will go in continuing to shift perspectives and inspire change worldwide.”

By exhibiting SA’s arts and culture space through YouRSA, the platform will endeavour to create a ripple effect that extends to job creation, infrastructure development, and economic growth, building the country’s position as a hub for cultural exchange and 

tourism.

Follow @yoursa_offical on all platforms 

• IG: https://www.instagram.com/yoursa_official?igsh=NGx6MHdqNHhxaGIz
• X (twitter): https://x.com/YouRSA_Official?t=G7vGzfL9mMT8Qi1MOo7pIg&s=09
• FB: https://www.facebook.com/profile.php?id=61565022844633

 About Jaguar

Jaguar will transform

 into an all-electric luxury brand by 2025, with uniquely expressive vehicles defined by pioneering technologies and visionary design. A copy of nothing.

We are already on the journey to electrification, with a curated range of electric hybrid and full electric models. Today’s Jaguar range comprises the I-PACE all-electric performance SUV, F

-PACE performance SUV, E-PACE compact performance SUV, XE and XF saloons, XF Sportbrake and F-TYPE sports car.

Jaguar is designed and engineered in the UK and sold in 117 countries. It belongs to the JLR house of brands with Range Rover, Defender and Discovery.

About #GiveHerACrown

#GiveHerACrown is a female empowerment platform that exists to change the narrative for women in South Africa. We do this through the power of storytelling and the arts. The platform officially launched in August 2020, by telling the stories of all women; the survivors, the activists, the pioneers, the next generation.

More than just a celebration of couture, the Crown Collection is a platform for social change. Sponsored

 by Jaguar South Africa, the campaign seeks to inspire, uplift, and honour women across the African continent. The #GiveHerACrown initiative, launched in 2020, harnes

ses the power of the arts to reshape the narrative around gender equality by sharing the stories of women—survivors, pioneers, activists, and the emerging generation of trailblazers.

About Brand South 

Africa

Brand South Africa, established in August 2002, is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness. Brand South Africa’s primary focus is to develop and implement proactive, coordi

nated marketing and communications reputation management strategies for South Africa. Our main objective is to market South Africa to both domestic and international audiences, positioning South Africa as a competitive investment destination, and inspiring and instilling active citizenship amongst South Africans.

About VMCO Advisory

VMCO Advisory is a specialized advisory firm in Public Affairs, Cultural Diplomacy and Events managements tailoring professional services to the unique needs and challenges of each client and providing strategic guidance to enhance overall business success.

We aim to be catalysts for positive change, leveraging our expertise to help organizations achieve long-term success. Upholding the highest standards of integrity, collaboration, and social responsibility, we work closely with our clients to create impactful strategies that stand the test of time.