This Galentine’s Day, GLAMOUR South Africa is redefining the traditional night at the movies by curating an intimate, invitation-only screening that celebrates female friendship, fashion and film in equal measure.
In collaboration with Crazy Tropez, the GLAMOUR Galentine’s Exclusive Wuthering Heights Premiere brings together a carefully selected circle of tastemakers for an evening where cinematic storytelling meets considered style.
Set against the backdrop of a modern reimagining of the literary classic, the event speaks to a new generation of women who value culture, connection and experiences that feel both elevated and personal.
We chatted to Head of Marketing of Crazy Tropez, Keyler Valiatham, who unpacked the collaboration with us.
Why was it important for your brand to partner with GLAMOUR SA and Ster-Kinekor on this Wuthering Heights screening?
GLAMOUR South Africa speaks directly to the woman we’re building Crazy Tropez for confident, style-conscious and experience-led so the partnership felt like a natural fit. Ster-Kinekor added another important layer by giving us a cultural space that’s familiar, accessible and social. Together, it allowed us to show up in a way that felt aspirational but not out of reach, which is very much aligned with how we want Crazy Tropez to be experienced.
What about Wuthering Heights, its themes, legacy, or romance resonates with your brand values?
At its core, Wuthering Heights is about passion, individuality and refusing to conform, even when it’s uncomfortable. That sense of emotional honesty and rule-breaking mirrors the spirit of Crazy Tropez. While we’re rooted in French rosé heritage, we don’t believe in being overly formal or traditional, we’re about enjoyment, expression and doing things a little differently.
How do cultural moments like film screenings help your brand connect more meaningfully with audiences?
Cultural moments give people something to feel, not just something to see. A movie screening creates a shared experience, conversation, emotion, atmosphere and that’s where brands can build real connections.
Instead of just telling people who we are, we’re inviting them to experience Crazy Tropez in a moment that they’ll remember.
Would you say that experiential partnerships matter more than traditional advertising for brands today?
Yes, they definitely do. Traditional advertising can shout a brand’s logo, slogan, and unique selling points, but it can’t always make an audience feel something.
Real connection comes from emotion and that’s what keeps people coming back to a brand.
As Maya Angelou famously said, “people will never forget how you made them feel,” and that philosophy guides how we approach brand building.
Creating meaningful experiences allows us to move beyond messaging and build genuine, lasting relationships with our audience.
