Ipanema is a brand that knows that the beach is not a place, but a state of mind and that is why it wants women to conquer the world with their solar energy.
Based on the pillars of fashion, music, art, and well-being, Ipanema dresses the diversity of women, accompanying them all with sandals that adapt to the most varied situations and places.
– Always New Always Ipanema–
Johannesburg, South Africa – Global fashion brand Ipanema today announced it’s latest partnership with South African media and lifestyle personality Minnie Dlamini for their upcoming SS21 campaign ‘Summer Belongs to Ipanema’ launching into market this month.
With summer fast approaching, the 100% recyclable Vegan brand is all about creating the most unforgettable memories with your loved ones. For Ipanema, summer is more than a season, it’s a state of mind that allows you to conquer.
The partnership with Minnie Dlamini is a perfect fit, and allows the chic brand to accompany you, and adapt to any situation and place you find yourself in this summer. Basically, wherever the summer takes you, Ipanema has got you.
Inspired by Brazilian beach culture, Ipanema is fun, chic and colourful with every collection brimming with the happy and exotic spirit of summer. The new Ipanema collection consists of a variety of styles that includes bright colours & attractive styles that are both exotic and bold & are guaranteed to make them the focal part of your beach outfit. Perfectly fitting for the colourful lifestyle that South African culture is well known for!
And with the brands vision to reduce the environmental impact each year and preserving all the Earth’s natural beauty for generations to come, these sandals contain no less than 30% recycled material, & are 100% recyclable, meaning the material can be reused countless times. It is this strong sense of social & environmental responsibility coupled with cutting-edge technologies that create our unique style of Ipanema.
“It’s been a while since Ipanema SA partnered with an ambassador, so we wanted to launch our latest Summer campaign with someone who not only represents the ethos of the brand, but someone who actually lives the brand. Minnie Dlamini was such an obvious choice for us. As a young powerhouse media personality who grew in Kwa-Zulu Natal, Minnie certainly lives the spirit and culture of the Ipanema brand. She is iconic in her own right, and represents everything the brand stands for’ stated Ipanema Brand Manager, Janet Scott ‘We are excited to have partnered with Minnie and look forward to a fruitful partnership – owning Summer 2021’.
“To be the face of a brand that encompasses the summer beach girl that I am truly feels like home. Sustainability and social responsibility has always been very important to me. Working with a brand that is a 100% recyclable Vegan, committed to preserving the beauty of this planet and keeping every woman look fashionable with technology that gives us lasting comfort. What more can one ask for? It’s time to own summer #SummerBelongsToIpamema” added Minnie Dlamini, the brand’s new face.
For more information, please check out and join the conversation on any of our social media platforms:
Creative Direction & Campaign Concept Management
Zola Gxagxisa, and Chiara Olver
Social media hashtags: #AlwaysNew #AlwaysIpanema