Fashion retailer Jet has released a new nation-wide advertising campaign using its denim range to address diversity and issues of discrimination.
The campaign comes amid ongoing debates about social cohesion in South Africa.
Seen both in print media and online, the campaign is titled #DenimDoesntDiscriminate.
Campaign creative Pepe Marais says the initiative is an effort to look at fashion differently.
There are seven diverse personal stories online, looking at different stereotypes around HIV stigma, ageism, disabilities, racism and homosexuality.
Marais says that the campaign has the potential to make a social difference through positive media and conversations.
I believe that the advertising plays a role in pushing society forward... and to promote consciousness.— Pepe Marais, Chief Creative officer Joe Public
The campaign features personalities including broadcaster Criselda Kananda and young stylist Yoliswa Mqoco.
Listen to the full conversation from The Midday Report with Stephen Grootes: