For the third year running, Soviet Denim has launched its highly successful Miss SA denim range, in collaboration with the reigning Miss South Africa, Demi-Leigh Nel-Peters.

These partnerships were massively successful in the past, and this year saw Demi, who is about to compete in the Miss Universe Pageant, launching her Demi Denim range.

The event was hosted at the Mall of Africa Soviet Denim store on the 5th of October and saw the who’s who of Joburg celebrities and media in attendance for the launch.

Demi has two denims in her range – the Presephone (black ripped fashion denim) and the Artemis (core blue denim), both of which became available to the public in all Soviet Denim stores from the 7th of October.

As part of her prize package, the winner of the coveted Miss South Africa crown gets the opportunity to co-design a signature range of denim jeans under the Soviet Denim label. Liesel Laurie was the first Miss South Africa to co-brand her denims in 2015, followed by Ntando Kunene in 2016.

Soviet’s Managing Director, Caroline Hardman, describes the aesthetic of each Demi Denim piece as follows: “The first denim is called Artemis. Every girl needs a classic, dark denim in her closet. We chose this style, because we knew that Demi (in her intense schedule) would need a denim that she could use to dress up, for that important meet and greet, or down, when having Sunday lunch with family. The second denim is called Presephone. This denim boasts a heavy rip & repair style, which is currently a trending topic within the fashion world. A protea flower, the colour of rose gold, the ripped denim trend, and glitter all play roles in the design of the Presephone denim”.

Ian Currie, Soviet’s Retail Executive, was the MC of the prestigious event and Demi herself spoke about her range. She also posed for photographs and signed autographs for the fans present.

Both runners-up to 2017’s Miss South Africa event, Ade van Heerden (first princess and also preparing to head overseas soon to represent South Africa at Miss World) and Boipelo Mabe (second princess), were in attendance wearing the Artemis denim from the range.

Soviet's Caroline Hardman & Demi Denim

Stock on both denims is limited, and the range is selling like hotcakes at all Soviet Denim stores. The Presephone denims are retailing for R599 a pair and the Artemis denims are available at R449.

Demi Denim Soviet Jeans

We give special thanks to Leon Haasbroek and the Soviet team for planning and executing the event, as well as the guests at the event who utilised social media to generate a buzz around the launch.