Painting The Town Purple At The I Am Dark And Lovely Festival

The sun is here; last weekend, it was playing peek-a-boo with us, hiding behind the clouds in Johannesburg. This didn’t affect the vibes on the ground, as last weekend was a big one, with many events and festivals happening across the city. Dark and Lovely® hosted their inaugural I Am Dark and Lovely Festival at the legendary 1 Fox venue in the heart of the city and it must be said, we had a ball!

Dark and Lovely®, along with their partners Shoprite/Checkers, Y, Maybelline, and Garnier, ensured that the vibes were served at the highest level. The festival featured a dedicated activation area, a food zone, and a main stage, making it easy for attendees to flow between spaces.

Upon arrival, guests were given wristbands and a festival cup. At the bottom of the branded cup was a tag that could be redeemed at the activation zone. Every tag guaranteed a free tote bag, which included branded goodies such as a bucket hat, a festival T-shirt in your size, a moon bag, and sunglasses. This was a great touch by Dark and Lovely®, as most events usually reserve goodies for media, influencers, and sponsors. By giving every attendee a piece, they could take home, the brand ensured extended visibility beyond the festival itself. Those who received the bags are likely to post the contents on social media and wear the items later with an organic and stylish way to spread brand awareness. Once you secured the bag, the beauty-filled experience began.

Maybelline, Garnier, and Dark and Lovely® each had their own booths offering free beauty services. Dark and Lovely® showcased a range of hair care products that guests could try out or have applied with the help of on-site stylists. After pampering your crown, or even before, you could spin the digital wheel for a chance to win branded merchandise like trucker hats, LED lights, and more.

Right next door, Maybelline was providing free face beats to ensure that your face card never declined throughout the day. Attendees were hit with a wave of nostalgia when they spotted the claw machine filled with makeup products waiting to be snagged. Behind that stood the Garnier booth, which featured a glass box that blew prop money into the air — participants had to grab R1,000 in play money to redeem a Garnier product.

In the midst of all the excitement was another booth where people could get their faces painted and accessorized. With so much to do, it was only natural that many would work up an appetite before heading to the main stage. The food zone offered a wide range of options — from wings to pizza and everything in between — as well as its own dedicated bar, so guests didn’t have to move between zones for meals and drinks. The space was utilized effectively, allowing smooth exploration between the three zones with minimal congestion.

This might seem like a small detail, but 1 Fox can be a tricky venue to manage due to its size but it’s easy for the energy to get scattered. The event organizers nailed it, creating a cohesive atmosphere where different vibes could coexist in one space. It was incredible to see women of all ages, backgrounds, and orientations come together to celebrate themselves, learn more about their crowns, and be pampered in style.

The lineup was stacked with Mzansi’s A-list musicians, who had the crowd in the palm of their hands from start to finish. DJ Zinhle, DJ Lag, Major League, Mörda, and Lelowhatsgood delivered memorable sets featuring deep house cuts and trending anthems that had everyone singing along. Kamo Mphela and Uncle Waffles raised the bar with energetic Amapiano-fueled dance performances that sent the crowd into a frenzy.

Goat status was achieved when Kabza De Small blessed the stage with spiritual tunes, while Amapiano darlings Zee Nxumalo and Young Stunna reminded everyone why they’ve earned their top-tier status. Hip-hop also had its moment, as Cassper Nyovest gave fans a preview of what to expect at Toyota Stadium, and Nasty C reminded the crowd why he’s still the coolest kid in Africa.

One common remark from attendees was that the lineup could have featured more women artists with a fair observation for an event celebrating women and beauty. Still, the festival was an undeniable success and left everyone buzzing with excitement.

We hope the I Am Dark and Lovely Festival returns next year, as it was a unique experience that left lasting memories. When Dark and Lovely® announces the next one, make sure you grab your tickets early cause it’s worth every cent.