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Does a lifejacket have to be fashionable to save your life?

Fashion2Live4Sea Rescue volunteers got a standing ovation at the finale of the “Fashion to Live For” event promoting the wearing of lifejackets at the Cape Town Stadium this evening (Saturday 4 July 2015).Top South African fashion designers – including Hendrik Vermeulen and Jenny Le Roux from Habits – created couture lifejackets which were modelled on behalf of NSRI at South African Menswear Week (SAMW).The “Fashion to Live For” runway featured professional models as well as South African celebrities such as Riaan Manser, Siv Ngesi and Carl Wastie who showcased the designer lifejackets. Indie rock band The Plastics will performed live.“Through this initiative we hope to get people talking about lifejackets and create more of an awareness around the fact that they can and do save lives,” says Andrew Ingram, NSRI Marketing and Public Education Manager.“We liked the idea of the NSRI using fashion to promote an important cause. And our designers loved the idea of making something exciting,” says Simon Deiner, SAMW co-founder and creative director.Thank you to Ogilvy for the concept, to SAMW for hosting the event, and to all who donated their time to promote the wearing of lifejackets on South African waters. Watch Espresso and top Billing to see more of the event.These pictures are available for download on Sea Rescue's Flickr page.Watch video made on the evening by Espresso by clicking here and on Top Billing by clicking here.Fashion2Live4 NSRI Fashion2Live4 NSRIFashion2Live4 NSRIFashion2Live4 NSRIFashion2Live4 NSRIFashion2Live4 NSRIFashion2Live4 NSRI
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