The iconic tequila brand Don Julio partners with South African talent for the Don Julio Artist Residency—a programme rooted in Mexico and South Africa, culminating in an experiential showcase of their art on the 17th of December. The resident artists include hitmaker Kelvin Momo, award-winning fashion designer Lukhanyo Mdingi, milliner Crystal Birch, and visual artist Imraan Christian. This residency celebrates creativity and culture, uniting artistic expressions from South Africa and Mexico, in collaboration with Mexican artists like Claudio Limón.
Renowned for its commitment to craftsmanship, Don Julio is reimagining how we experience spirits with its “Por Amor” (For The Love) campaign. Through fashion, art, and music, Don Julio takes consumers on a journey that tells a South African and Mexican love story. Theo Zulu, Senior Brand Manager for Don Julio, says, “We sought artists who embody the brand’s core values. The heart of Don Julio is love, and these artists represent the soul of our ethos in both local and global contexts.”
Kelvin Momo, known for his innovative fusion of genres, will highlight the role of sound in artistic expression. “Music, like tequila, is crafted with passion and intention. This collaboration allows us to connect with global audiences,” he says.
The residency embodies Don Julio’s belief in the power of artistry. Each artist brings a unique perspective, blending their cultural backgrounds to create a shared vision of excellence. LVMH Prize winner Lukhanyo Mdingi draws from his Xhosa heritage to bring contemporary aesthetics to his designs. Mdingi says, “Craftsmanship is at the heart of what I do—whether it’s fashion or textiles. Together with Don Julio, we celebrate authentic storytelling.”
Mexican textile artist Victoria Villasana’s was part of Mdingi’s Mexican experience as part of the residency, as she merges traditional patterns with personal memories of Mexico’s vibrant celebrations. “Textiles are a tactile, comforting element,” Villasana shares.
In Mexico, Don Julio’s founder, Julio González, earned the nickname “the man in the hat,” making it a perfect fit for South Africa’s renowned milliner, Crystal Birch. Known for her bold designs, Birch is excited to merge Spanish and South African influences in her work. “This collaboration allows me to draw inspiration from Mexico’s vibrancy and share unique designs with the world,” says Birch.
Imraan Christian, a visual artist, uses his lens to explore social issues and identity. During his residency, he worked closely with Claudio Limón, a Jalisco-born artist known for his evocative use of colour. Christian reflects, “My time in Mexico was spiritual. This collaboration allows me to express the richness of my experience, connecting with the land and the community that helped build Don Julio.”
Ifeoma Agu, Head of Culture, Influencers & Advocacy – Diageo Southern, West & Central Africa, concludes, “The Don Julio Artist Residency celebrates talent and fosters cross-cultural connections. By collaborating with visionary artists, we are contributing to the global conversation that recognises African creativity fuelled by the true spirit of love for craftmanship as heroed in the “Por Amor” Campaign for Don Julio.” We are excited about what the future holds as we cannot wait for the world to experience the Don Julio Artist Residency in its full bloom by the 17th of December, 2024.
The residency allows the artists to engage in collaborative projects, workshops, and an exhibition showcasing their work, reinforcing Don Julio’s commitment to supporting global artistry.
Main Image: Don Julio
