A Montagu dress made from recycled plastic bags stunned the Cape’s runway, turning trash into a shining symbol of style and sustainability. Created by a creative mother and worn by a young model, the gown showed how everyday waste can become beautiful fashion with heart and purpose. This powerful dress sparked cheers and hope, proving that caring for the planet and looking amazing can go hand in hand. It was a bold reminder that with creativity and community, we can rethink waste and build a brighter, greener future.
How did a Montagu dress redefine sustainable style in the Cape?
A Montagu dress, crafted from upcycled Sixty60 and Checkers plastic bags, showcased sustainable fashion by turning waste into wearable art. This innovative gown highlighted environmental responsibility, creativity, and community collaboration, proving that sustainable style can be both striking and meaningful.
Tradition Meets Innovation in the Heart of the Cape Winelands
The Western Cape’s vineyards are more than just rows of grapevines stretching across the hills—they’re a living symbol of the region’s unique blend of history and imagination. Here, the ritual of winemaking and the spirit of creativity have grown together for generations, shaping everything from the landscape to the stories that locals tell. Year after year, this environment inspires artists and visionaries to challenge norms while drawing from deep-rooted traditions.
One of the most exciting recent events to showcase this blend of old and new was the Meneer en Mejuffrou Boland modelling competition. Far from being just a beauty pageant, this gathering has evolved into a vibrant platform where bold ideas are not only welcomed, but celebrated. This year, the event shone a spotlight on themes that feel both urgent and universal—resourcefulness, environmental responsibility, and the power of personal expression.
In that spirit, the competition became an incubator for both established and emerging talents. Participants came not only to strut the runway, but to spark conversations—about fashion, about sustainability, and about how creative choices can ripple out to influence communities and industries beyond the Cape.
A Mother’s Vision: Turning Everyday Waste into Art
Hesmari van Deventer, a mother from Montagu with a passion for inventive projects, found herself unexpectedly at the center of this year’s competition. At 42, Hesmari has always sought out opportunities to bring creativity into the fabric of her daily life, rather than confining it to studios or galleries. Her turning point came when Beate van Wyk, her son’s girlfriend, approached her for help crafting a standout outfit for the runway.
Beate, poised and thoughtful at seventeen, originally planned to wear overalls made from Sixty60 delivery bags—a playful nod to everyday materials. But Hesmari saw the possibility for something even more ambitious. Rather than simply meeting the brief, she encouraged Beate to push boundaries and embrace boldness. “You have to stand out for your originality. Let’s take this as far as we can,” she urged, echoing the spirit of artistic risk-takers who have always believed in the transformational power of art.
For four days, Hesmari dedicated herself to reimagining what a fashion statement could be. She gathered discarded Sixty60 and Checkers shopping bags, then set about the hard work of cutting, sewing, and shaping them into a structured, luminous gown matched with a sleek jacket. The process was as intense as it was rewarding—each crinkle of plastic and whirr of her sewing machine a reminder that innovation often emerges from the least expected materials.
But the project wasn’t just about creating something visually striking. Hesmari’s design also carried a powerful message about sustainability and the value of upcycling. The idea of turning unwanted items into new treasures is hardly new—it’s rooted in both necessity and a desire to tread more lightly on the planet. In fact, her approach echoed the Arte Povera movement from 1960s Italy, which made art from everyday, even humble, objects.
A Runway Transformed: Fashion as Statement and Spectacle
When the competition night arrived, the crowd buzzed with anticipation. Representing Paarl Girls’ High School, Beate walked confidently onto the stage beside her partner, Jacques Brand, who attends Boland Landbouskool. Their entrance—riding in on a scooter—added a dash of irreverent style, channeling the cool vibe of postwar Vespa culture and the playful energy of Pop Art.
Spectators couldn’t help but be captivated by the spectacle. Beate’s gown, a patchwork of familiar supermarket branding and glossy plastic, shimmered under the lights. Every motion unveiled a new facet of the design, transforming what had once been destined for landfill into something dazzling and dynamic. The clothing became more than mere attire—it was a bold declaration of values, a challenge to conventional ideas about beauty and worth.
The audience’s reaction was immediate and heartfelt. Applause filled the venue as judges recognized not only the technical skill behind the outfit, but also the narrative sewn into each seam. When Beate and Jacques were named Meneer en Mejuffrou Kreatief—Mr and Miss Creative—their win symbolized a larger shift: fashion, at its most impactful, inspires both delight and reflection.
This moment echoed a long-standing tradition in the Cape: the ongoing dance between legacy and innovation. Vineyards that have survived for generations now exist alongside cutting-edge art installations. Craftspeople in the region experiment constantly, blending African influences with European techniques, and reminding everyone that the boundary between the old and the new is always fluid.
Upcycling and Sustainability: A Global Movement with Local Roots
Hesmari’s creation spoke to a worldwide conversation—how can we make clothing that honors both creativity and the planet? Across the globe, designers grapple with fashion’s environmental impact, as the industry faces increasing scrutiny for its wastefulness. In response, a new ethos is taking hold: “slow fashion,” which values garments that are built to last, designed thoughtfully, and made with respect for their origins.
Upcycling—the process at the heart of Hesmari’s project—has surged in popularity over the past decade. But it also draws on older traditions. In times of scarcity, families would often repurpose old clothing into something new, turning thrift into an act of ingenuity. During World War II, for example, rationing made creative reuse of fabric not just practical, but necessary.
In today’s fashion world, upcycling has become a badge of honor. International designers like Viktor & Rolf have sent dresses made from leftover fabrics strutting down runways, sparking debate and admiration. By transforming plastic shopping bags into couture, Hesmari joined a lineage of artists who use their work to challenge assumptions about value and waste.
The contradictions in her gown made it all the more compelling. Plastic—a material usually dismissed as disposable—became an object of painstaking effort and pride. Sixty60 and Checkers branding, mundane in the context of grocery shopping, took on a new, almost iconic significance when reimagined as fashion. This blurring of luxury and everyday life recalled the playful provocations of Pop and Neo-Dada artists, who reveled in remixing symbols from mass culture.
Creative Collaboration and the Ripple Effect of Ingenuity
The making of the dress was as much a community project as a personal one. Gathering enough bags required rallying friends and family, transforming the process into a shared effort and fostering bonds that mirrored the communal spirit of traditional folk crafts. This collective energy recalled quilting circles and embroidery groups, where creativity thrives through connection and cooperation.
On the big night, the runway became more than a stage—it was the culmination of countless acts of care and creativity. Every stitch Hesmari made, every confident step Beate took, every cheer from the crowd—all were woven into a larger story of hope and invention. The event itself became a tribute to the endless possibilities that arise when people channel their skills and imagination toward a common goal.
The Cape Town area has witnessed similar moments of creative activism in recent years. During the 2010 FIFA World Cup, artists fashioned eye-catching sculptures from recycled waste, turning what others threw away into public art. Local street artists now use found objects to create murals that challenge consumer culture while adding vibrancy to city streets. These interventions tap into a wider South African tradition of resilience—a habit of turning adversity into opportunity, and scarcity into abundance.
Fashion, often dismissed as frivolous, revealed its power as a force for change. The runway, for one night, became a stage for ecological awareness, with every step in Beate’s upcycled dress reminding the audience that sustainability doesn’t mean sacrificing style or excitement. Instead, it opens the door to new forms of beauty—ones that are inventive, meaningful, and deeply connected to community.
Lessons for the Future: Creativity as Catalyst for Change
The resonance of this transformative evening stretches far beyond Montagu or the Boland region. It serves as an invitation to rethink our own habits around consumption and waste. Each plastic bag, every worn-out garment, holds hidden potential—waiting for someone with vision and determination to give it new life.
Hesmari’s work is a powerful reminder that the ordinary can become extraordinary when paired with purpose and imagination. Her dress is more than just a local sensation; it’s part of a global movement toward more thoughtful, responsible, and inspired creation. By uniting art, environmental awareness, and community, she and Beate demonstrated that true innovation often starts at home, with a simple idea and a willingness to take risks.
As the applause faded and the lights dimmed, the impact of that night remained. The shopping bag gown, worn proudly on a Montagu runway, stands as a symbol of what’s possible when creativity and conscience come together. It encourages us all to look twice at the materials we discard and to recognize that, with a little ingenuity, we can all play a part in shaping a more sustainable and beautiful future.
What makes the Montagu dress a symbol of sustainable style?
The Montagu dress is made entirely from recycled plastic bags collected from Sixty60 and Checkers shopping bags, turning everyday waste into a striking fashion statement. This gown represents the fusion of creativity, environmental responsibility, and community collaboration, proving that sustainability and style can coexist beautifully. It challenges traditional notions of fashion by transforming disposable materials into wearable art with a meaningful message.
Who designed the Montagu dress and how did the idea come about?
Hesmari van Deventer, a creative mother from Montagu, designed the dress after being approached by Beate van Wyk, her son’s girlfriend, who wanted a unique outfit for the Meneer en Mejuffrou Boland modelling competition. Hesmari transformed Beate’s initial idea of overalls made from delivery bags into a bold, luminous gown by upcycling discarded plastic bags. The project was inspired by a desire to push creative boundaries while highlighting sustainability through upcycling.
How does the Montagu dress connect with local culture and tradition?
The dress and its debut at the Meneer en Mejuffrou Boland competition reflect the Western Cape’s rich blend of tradition and innovation. The Cape Winelands, known for their historic vineyards, inspire a culture that embraces creativity rooted in heritage. The event itself is more than a beauty pageant—it’s a platform celebrating original ideas that address urgent themes like environmental responsibility, echoing the region’s ongoing dialogue between legacy and modernity.
What role does upcycling play in the Montagu dress and why is it important?
Upcycling—the process of creatively repurposing waste materials—lies at the heart of the Montagu dress. By transforming plastic bags into a couture gown, the project champions slow fashion ideals that prioritize durability, thoughtful design, and reduced environmental impact. Upcycling not only prevents waste from entering landfills but also revives traditional practices of resourcefulness and ingenuity, making it a vital strategy for sustainable fashion worldwide.
How did the community contribute to the creation of the Montagu dress?
Creating the dress was a collective effort that involved gathering enough plastic bags through friends, family, and community support. This collaborative process echoes traditional craft practices like quilting circles, where creativity thrives in connection and cooperation. The shared energy and care invested in the project highlight how sustainability and art can unite people, fostering bonds and inspiring further creative activism within the Cape Town area and beyond.
What broader message does the Montagu dress convey about fashion and the environment?
The Montagu dress serves as a powerful reminder that fashion can be a force for ecological awareness and social change. It demonstrates that caring for the planet doesn’t require sacrificing style—in fact, sustainability can inspire new forms of beauty that are inventive, meaningful, and community-centered. This project encourages individuals to rethink consumption habits, recognize the hidden value in discarded materials, and embrace creativity as a catalyst for a greener, more responsible future.
