FROM MEXICO TO THE WORLD, DON JULIO ANNOUNCES THEIR ARTIST RESIDENCY
The iconic tequila brand Don Julio is bringing its bold vision for creativity and cultural exchange to life with the Don Julio Artist Residency, an inspiring program uniting South African and Mexican talent. Culminating in an experiential showcase on December 17th, 2024, the residency celebrates craftsmanship, storytelling, and cross-cultural artistry.
The program features a stellar lineup of artists, including South Africa’s own hitmaker Kelvin Momo, award-winning fashion designer Lukhanyo Mdingi, celebrated milliner Crystal Birch, and acclaimed visual artist Imraan Christian, alongside Mexican luminaries such as Claudio Limón. Together, they weave a narrative of shared heritage and innovation, embracing Don Julio’s core ethos: Por Amor (For The Love).
Theo Zulu, Senior Brand Manager for Don Julio, emphasizes the vision behind the residency:
“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.”
The residency highlights the rich interplay of fashion, art, and music, showcasing how artistry can transcend boundaries.
The Artists and Their Craft
Kelvin Momo, a pioneer in the South African music scene, explores the interplay of sound and emotion in his work.
“Music, like tequila, is crafted with passion and intention. This collaboration allows us to connect with global audiences,” he shares.
Fashion designer Lukhanyo Mdingi, a recipient of the LVMH Prize, draws deeply from his Xhosa heritage to merge traditional storytelling with contemporary aesthetics. Collaborating with Mexican textile artist Victoria Villasana, Mdingi explores how textures and patterns narrate tales of heritage and memory.
“Craftsmanship is at the heart of what I do—whether it’s fashion or textiles. Together with Don Julio, we celebrate authentic storytelling,” says Mdingi.
Crystal Birch, South Africa’s leading milliner, finds creative synergy in Don Julio’s heritage. Inspired by the legacy of Julio González—known as “the man in the hat”—Birch is designing a collection that reflects the vibrancy of Spanish and South African influences.
“This collaboration allows me to draw inspiration from Mexico’s vibrancy and share unique designs with the world,” she adds.
Visual artist Imraan Christian worked closely with Mexican artist Claudio Limón to merge their styles, exploring themes of identity and social issues through evocative imagery.
“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,” Christian reflects.
Cultural Bridges and Global Impact
Ifeoma Agu, Head of Culture, Influencers & Advocacy for Diageo Southern, West & Central Africa, emphasizes the broader significance of the initiative:
“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 recognizes African creativity fuelled by the true spirit of love for craftsmanship, as heroed in the Por Amor campaign.”
The residency includes collaborative projects, workshops, and an exhibition, showcasing the artists’ work while reinforcing Don Julio’s commitment to supporting global artistry.
Mark your calendars for December 17th, when the Don Julio Artist Residency comes to life, promising a vibrant celebration of creativity and culture.
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