Forever New & Natasha Joubert conceptualised a seven-piece “in white” collection and tasked Brand Cartel in securing positive third party validation through a solid PR-comms strategy. 

Overview

In March 2025, Forever New South Africa made headlines with the launch of its first-ever bridal collection, In White, in collaboration with former Miss South Africa (2023) and bride-to-be, Natasha Joubert. The seven-piece collection, designed for pre-wedding moments, combined aspirational fashion with authenticity—marking a pivotal moment for the brand and a powerful testament to the effectiveness of a media-led PR strategy.

Strategy

Instead of relying on traditional media spend, the campaign leveraged public relations as its core vehicle—building narrative equity through strong editorial placements, celebrity influence, and emotional storytelling. With Joubert at the heart of the campaign, Forever New was able to drive resonance and relevance across earned, owned, and social media.

Execution Highlights

• Dual-location launch events at Menlyn Park Shopping Centre (Pretoria) and aboard the Mirage Catamaran (Cape Town) created striking visuals and multi-platform buzz.

• Influencer and celebrity attendance amplified reach across Instagram and Facebook, accounting for 42% of total coverage.

• The collaboration gained coverage from Entertainment SA, Glamour, Hello Joburg, Sandton Times, Bona, The South African, Saturday Star, and East Coast Radio, among others.

• 100% positive sentiment across 31 media items from 6 March to 2 April 2025.

• Joubert’s personal involvement—wearing the collection during her own wedding festivities—added powerful authenticity and relatability.

Results

• Total AVE: R23.3 million

• 31 media mentions across print, online, broadcast and social

• Featured on top media platforms with high-impact visuals and consistent brand messaging

• Significant online traction with user-generated content praising quality, design and emotion behind the campaign

Why It Worked

The Forever New x Natasha Joubert bridal campaign was a textbook case of what happens when a PR-led strategy is rooted in personal storytelling, beautiful product, and emotional relevance. The collection wasn’t just worn—it was lived, loved, and shared. And that made all the difference.