like it or not celebrities are influencing youth clothing choices
source:www.google.images
It's funny how most youth wants to become some sort of a celebrities, this gives the media to use international and local celebrities to influence the public especially the youth. Let's focus specifically on how SA top celebrities influence the minds of youth in townships regarding behavior,attitudes,clothing,and status. Township youth emulate celebrity idols such as ,dj sbu, Bonang Matheba, Uyanda Mbuli, Kenny Kunene just to list a few, these celebrities are setting fashion trends,highlighting the latest brand clothes,and determining what looks are normal. Youth in townships such as Izikhothane adapt behaviors,attitudes,and fashion trends from celebrities such as Kenny Kunene(the sushi king). these youth judge themselves and others to determine whether they are or not the ideal image.
Today's youth allow themselves to follow celebrity trends because of their quest for self affirmation and self discovery. This is one of the reason why the media direct celebrity trends towards youth because of their vulnerability and desires to ''fit in''. Mass media such as television,movies,magazines,music videos,and social networks are some of the many ways today's young adults are being influenced.
The sushi king and the Queen of bling,izikhothane role models
source:www.google.images
Kenny Kunene well known as the sushi king and Kanyi Mbau known as the queen of bling have greater influence on izikhothane lifestyle. Township youth want to be like these two celebrities,wearing expensive designer clothes and swimming in money. Kenny Kunene said that he does not see any problem in Izikhothane,"as long as one works hard to afford the lifestyle it is cool with me" he said.
Izikhothane culture has taken over South African's townships with a bang, it's all about designer clothes,swag,money,and bragging. Izikhothane a Zulu word meaning 'those who lick'. This culture has been spreading like wild fire among the black youth of South African's townships,but one would wonder what is it about this culture that's attracting so many youth? has designer label clothes became the centre of our lives? is it about statement making or youth wasting? Izikhothane township crews such as FBI,Bornagains,Tsunami,etc breath and live for designer labels. These youth spend thousands of rands on designer outfits all in the name of swag and competing with other crews were these expensive designer clothes get torn and burned just to prove a point which crew has more money and swag. A belt costing around R500,Shirt R500,pair of jeans R15OO,and a pair of shoes R2700. Is it all worth it for SA black township youth who some of them comes from disadvantaged families to be spending such amount of money on designer clothes?
Izikhothane leading labels such asDMD, Carvela, Sfazo, Nike,Versace, RM,etc has gained popularity around SA townships. As a Public Relations student I think it is because of the good branding and marketing that has made these labels favored among other clothing labels. The quality and kasi style of these labels works on their advantage to reach out to the broader market even in townships,but i don't think all these luxury labels are worth it for youth to be demanding and abusing their parents money to entertain this crazy culture. these labels have created for themselves a brand preferences and brand loyalty within townships which is good business because these brands are being purchased and becoming popular but do these label companies know the impacts their designer clothes are causing in the townships or do they even care? not only are these youth getting their parents in debt but they are also threatening them with suicide if their wants are not granted.these kids have gone wild all because of peer pressure,desire and obsession for labels. www.activateleadership.co.za www.zikhothane.net m.youtube.com
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