Lets toast to Dutch Extravagance

Posted by Toast Enterprise on Monday, March 28, 2011

PRESS RELEASE – March 2011

The Toast Enterprise recently collaborated with The GELIEFT Bridal Couture brand (Teresa Joubert and Stephen van Eeden) to celebrate their first annual BIRTHDAY Shoot. The basic idea was to create a day where brides could wear their wedding gowns for ONE MORE DAY, our aim being that it would form part of Geliefts’ brand Development…The photo’s could then be used for Media and marketing purposes, as well as offer the brides a fun day where they could be inspired and show off their unique style one more time.

We were approached by Gelieft with the concept, and of course we had to say “YES!” to the great opportunity. Toast and Gelieft have collaborated in the past, where we designed and developed the distinctive corporate Identity for GELIEFT-Bruid & Prêt-a-Porter. The positive response from both our clients towards the brand identity preempted that a future collaboration would be inevitable!

Gelieft envisioned the shoot to be a ‘celebration of womanliness in the ambiance of a beautifully styled setting’ Their inspiration derived from the concept of a ‘Muse’- the epitome of lady-like glamour with contemporary exquisiteness; she is confident, determined and sensually demure. The Toast Enterprise, then hand-selected all the necessary service providers for the shoot…

Gelieft invited 20 of their previous clients / brides to accompany their bespoke gowns and partake in this extraordinary day,as it would be the ultimate annual event for their past/previous brides to wear their beautiful wedding gowns again.

15 Brides and 3 Models were all effortlessly styled by freelance stylist Jane Kotze and 5 dedicated Hair and Make-up Artists. Stills were photographed by 2 notorious photographers, Jan Ras and Guido Schwarz, and the detail of the day meticulously video-documented by Theunis Stofberg.

Floral Décor was created by “All Occasions at no.99″, where furniture and Props were supplied by Detail Interior Design. All confectionery delights were supplied by Louise Veldhuizen owner of Mila – The Cakeshop.

Event Management, Concept Development and Stationery: Marcelle Smith, The Toast Enterprise

Fashion and Creative Direction: Teresa Joubert and Stephen van Eeden, GELIEFT – Bruid & Prêt-a-Porter
Videography: Theunis Stofberg
Photography: Jan Ras & Guido Schwarz
Models: Marilet Kruger, Lucea van Huysteen, Ivanette Britz, Estelle Wasserfall, Carolise van Huysteen, Johannita Eksteen, Lize Marais, Carlien Coetzee, Michelle Louw, Jacolize de Villiers, Anneli Peters, Lauren Schoeman, Sanette Boer, Rina-Marie van Velden, Marlé Baard, Lauren Marais
Hair and Make-up: Jane Jessica Field, Nicola Loots, Melony Erwee, Shani Wehl, Anna Pepper
Venue: Eben-Haëzer
Floral Displays: All Occasions at no.99
Cakes and Confectionery: Mila, The Cakeshop