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ESG New business South Africa

Glamour for a cause

Jason Kieck, the well-known Port Elizabeth designer, businessman, husband, and father of three - is completely distracted by his upcoming catwalk collection, which will make its debut at the Feather Market Centre, on Saturday, 5 September 2009.

The show will mark 35-year-old Kieck's second collection aimed at raising funds for charity: the first was five years ago for Retina SA.

His latest showcase of evening wear and wedding gowns will highlight the plight of abandoned babies through his support of Isithembiso Babies' Home, with the directive of garnering much needed public support and funding.

When Kieck talks about the show, there is warranted pride in his voice.

“It's wonderful being able to do what I love best and also be able to put something back into the community,” he says, showing off the selected pieces he chose for La Femme's fashion shoot.

Kieck says his sound spiritual life and family values keep him grounded in the rather frenetic fashion world.

“Fashion is often seen to be frivolous, so being involved with bringing hope to children who have been abandoned due to abuse, HIV/Aids, poverty or death of a care-giver, really allows me to show the flip-side of the fashion world,” he says.

Port Elizabeth-born Kieck, who studied fashion design in Kwa-Zulu Natal, has been putting needle to cloth since his late teens when he was championing Latin American dancing.

“Latin American dancing is extremely sensual and evocative and my first dress was for my dance partner, inspired along those lines,” he chuckles, remembering the defining moment.

Since then Kieck's passion for creating elegant designs has grown dramatically - along with his fan base among women who admire his benchmark glamorous, yet understated “look”.

He understands the allure of a fabulous dress for a special event and how to create an unashamedly “look-at-me” effect for brides.

But Kieck admits that the very best dress he ever designed was wife Yiotta's Audrey Hepburn-inspired wedding dress, in 2000.

At Saturday's gala show, 12 models - all giving their time freely - will parade the collection of 25 garments, which Kieck describes as “sculptural and fit-and-flare, following feminine curves”.

Bias cuts, fluid fabrics, jewel tones and richly encrusted hand-beading are set to wow the crowd, who, Kieck hopes will dig deep into their pockets for charity.

Source: The Herald

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