#DestinyDesigned: Miss Universe SA empowers fashion designers

Miss Universe South Africa Natasha Joubert is empowering designers through her own passion for entrepreneurship and design with her new project, #DestinyDesigned.

Joubert is a fashion designer with her own company, Natalia Jefferys, which she launched in 2016. She runs the all-female business with her mother which specialises in couture and high fashion.  

Miss Universe SA pays it forward

Joubert’s Miss Universe social cause initiative, #DestinyDesigned, aims to showcase these talented South African designers on a global platform and draw attention to South Africa’s talent in the fashion industry. It also aims to help designers that have been affected by the global pandemic.

How does #DestinyDesigned work?

• The initiative invites South African designers to submit their design labels and explain how their business has been affected by COVID-19. The 10 selected entrants will then be asked to make two garments each.
• The garments will then be modelled by former Miss South Africa titleholders and finalists, as well as special guest models, in a virtual fundraiser fashion show that is scheduled to take place on Saturday, April 10.
• The spectacular online runway show will also feature Natalia Jefferys‘ garments from Joubert’s couture store.

Global audience

The online show will be available to audiences around the globe who will be able to tune into the show. Viewers will pay a minimal subscription fee on misssa.live to watch the show, with all funds and proceeds from the show going to the 10 designers featured.

The designers’ garments will be auctioned off online with the proceeds from each item sold going to the respective designers and viewers will have the opportunity to purchase a limited-edition custom-designed T-shirt in aid of the project.

Miss Universe delegates from other countries will also be encouraged to participate. 

Joubert told IOL that she is passionate about entrepreneurship and she started her own company in 2016 to become self-sufficient. She said she began making her own garments while she was modelling as she couldn’t afford to buy an extensive wardrobe.

 “Young girls started to admire my handmade garments and asked if I could start making outfits for them as well, and Natalia Jefferys was born!” she said.

Virtual fashion space

Joubert now wants to help other designers on their journey by empowering fellow South African designers through showcasing their fashion in a virtual space while using the Miss Universe South Africa platform.

Stephanie Weil, CEO of the Miss South Africa Organisation, is delighted that the organisation can showcase South Africa’s rich design talent on a worldwide platform while also helping South African design talent on their own entrepreneurial journey.

“It is imperative now, more than ever, for us to support local fashion designers.”

Stephanie Weil, CEO of the Miss South Africa Organisation

The Miss Universe pageant is scheduled to take place in the second half of 2021, but no dates have been confirmed due to the ongoing COVID-19 pandemic.