Last week E! Entertainment Television – NBCUniversal International Networks’ pop culture channel – announced a new partnership with local non-profit organisation Dress for Success to complement the launch of How Do I Look? South Africa. This brand new, local production and its theme of transforming women’s lives is an ideal fit with Dress for Success and the organization’s goal of empowering women: the group helps women to enter the job market confidently by providing them with professional, interview-ready outfits.
The partnership was announced at E!’s media event in Sandton City’s Diamond Walk in Johannesburg, hosted by How Do I Look? South Africa’s Roxy Burger and E! South Africa host Kat Sinivasan. E! revealed the launch of a pop-up store in Sandton City where Dress for Success beneficiaries have the opportunity to transform their look with interview apparel, donated through special collection boxes via a network of partners including First For Women, YFM and media agencies in Johannesburg.
“We are pleased that E! Entertainment Television has the opportunity to align with a local non-profit organization via our new, local show How Do I Look? South Africa,” said Lee Raftery, MD UK & Emerging Markets, and Chief Marketing & Content Officer, NBCUniversal International. “Dress for Success’ complementary focus of inspiring women makes this an ideal partnership for our original production, with the similar goal of positively impacting women’s lives.”
“Our mission is to provide women with a network of support, professional attire and the development tools to help them thrive in work and in life,” said Tiara Pathon, Executive Director of Dress for Success, South Africa. “We are delighted to partner with E! Entertainment Television for this unique initiative that will allow us to give more women a new start in life.”
E!’s pop-up store will also be open on 17-18 November in Sandton City’s forecourt to maximize the number of Dress for Success beneficiaries, enabling as many women as possible to access outfits that are suitable for job interviews. Members of the public can donate pre-loved clothing and shoes through collection boxes in Sandton City from 13-19 November.
How Do I Look? South Africa premieres on today, 17 November at 8pm CAT exclusively on E! Entertainment Television (DStv channel 124). The show is sponsored by Sandton City and First For Women.