The iconic tequila brand Don Julio is set to make waves in the creative world with the announcement of its Don Julio Artist Residency. This groundbreaking programme unites the artistic excellence of South Africa and Mexico, culminating in a grand showcase of art, music, and fashion on December 17, 2024.

This year’s residency features an impressive lineup of South African talents, including renowned Amapiano producer Kelvin Momo, award-winning fashion designer Lukhanyo Mdingi, acclaimed milliner Crystal Birch, and visual artist Imraan Christian. Adding to this celebration of cross-cultural artistry, the residency also features notable Mexican artists like visual artist Claudio Limón and textile innovator Victoria Villasana, creating a rich tapestry of creative collaboration.

A Celebration of Craftsmanship

Rooted in the ethos of its founder, Don Julio González, the brand’s dedication to artistry and quality finds new expression through this residency. Under the theme “Por Amor” (For the Love), the programme highlights the parallels between the craftsmanship of tequila and the intricate work of artists. Theo Zulu, Senior Brand Manager for Don Julio, explains: “We sought artists who embody the brand’s core values. The heart of Don Julio is love, and these artists represent the soul of our ethos in both local and global contexts.”

Artistic Synergy Across Borders

Each resident artist contributes their unique cultural perspective, blending South African and Mexican influences into a shared narrative of excellence:

• Kelvin Momo, a pioneer of amapiano’s soulful sound, focuses on music’s role in bridging cultures. “Music, like tequila, is crafted with passion and intention. This collaboration allows us to connect with global audiences,” says Momo.
• Lukhanyo Mdingi, an LVMH Prize winner, integrates his Xhosa heritage with contemporary aesthetics. For Mdingi, “Craftsmanship is at the heart of what I do—whether it’s fashion or textiles. Together with Don Julio, we celebrate authentic storytelling.”
• Crystal Birch, celebrated for her bold, innovative hat designs, draws inspiration from the vibrant traditions of Mexico. “This collaboration allows me to merge Spanish and South African influences, creating designs that resonate globally,” Birch notes.
• Imraan Christian, known for his poignant visual storytelling, reflects on his experience with Mexican artist Claudio Limón. “My time in Mexico was spiritual. This collaboration allows me to connect deeply with the community and the land that shaped Don Julio.”

The residency’s workshops and collaborative projects provide a platform for cultural exchange, where artists explore the intersections of tradition and innovation. Mexican textile artist Victoria Villasana adds: “Textiles are tactile, comforting elements that hold stories. Merging my roots with Lukhanyo’s designs was a celebration of our cultures.” Ifeoma Agu, Head of Culture, Influencers & Advocacy at Diageo Southern, West & Central Africa, concludes: “The Don Julio Artist Residency celebrates talent and fosters cross-cultural connections. By collaborating with visionary artists, we contribute to a global conversation that recognises African creativity fuelled by love for craftsmanship as championed in the ‘Por Amor’ Campaign.”

Mark your calendars for December 17, 2024, when the Don Julio Artist Residency will unveil its artistic masterpieces to the world. This event promises to be a celebration of the rich cultural synergy between South Africa and Mexico, offering an unforgettable experience that highlights the beauty of global creativity.

For more information and updates, follow Don Julio’s official channels.