Beaufort Lager uses Jobajo concept to valorise local creators.

This is in order to celebrate fashion and those promoting it. For the first edition in 2022, only the Mister and Lady Jobajo were awarded prizes. However, for the second edition in 2023, two categories received awards: a Mister and the best stylist. 

Announcements for entries into this year’s edition took place Saturday October 5 during an event organised at Castel hall in Bonapriso, Douala I Subdivision. The event saw the presentation of the collection of the best stylist of the 2023 edition, Modeste Alougou.

The Beaufort Lager brand team, led by the Boissons du Cameroun’s Head of Premium beer, Laura Bassoua, put together a spectacular fashion show to present the entire collection designed by the young Cameroonian stylist, who said he is inspired by his mother. 

The event also served as an avenue to make public the official dates for the 2024 edition. Modeste Alougou baptises his collections after two elements of life, which depict his mother's character, "earth and winds". 

He said "the collection is called Earth and Winds because the first term indicates my mother who is strong in character and truthful”. 

“Winds by her love, because she always tells me what she thinks to be an accomplished man," Alougou added, while acknowledging the impact the competition brought to his career. 

"The Jobajo adventure has impacted me a lot; both professionally and artistically. I can only say thank you to Boissons du Cameroun for the opportunity given to me,” Alougou said.         

His collection featured a fusion of modern haute couture and traditional style with dresses stitched with local fabrics from the South, Littoral Regions, and the forest communities.

It should be noted that the winners were entitled to a prize of 6 million FCFA to develop their brands. For the 3rd edition this year, Beaufort Lager is offering 10 million FCFA to the winners, an increase 4 million FCFA from the previous edition. 

The money will be distributed between the Mister, the Miss and the best stylist. In order to be a participant, individuals aged 21 to 70 years old are eligible to register and audition for the prestigious competition for the titles of Mister and Miss. 

However, for the stylist category, participants must actively create and present their work to secure their candidacy. Castings will kick-start in Yaounde on October 19 and 26 in Douala, while the final event will take place at Hotel Sawa in Douala in November.                       

Boissons du Cameroun’s Head of Premium beer, Laura Bassoua, said: "The Beaufort Lager brand and its designers are hoping that the 2024 collection will be the go-to choice for haute couture enthusiasts in the upcoming dry season. Through Jobajo Beaufort style, Beaufort Lager aims to establish itself as a brand that promotes elegance and freshness while also supporting and embracing fashion, culture, and made in Cameroon”.

“Jobajo Beaufort style is part of a campaign to promote Cameroonian and African know-how and to boost the fabric and textile industry," Bassoua noted.

This article was first published in The Guardian Post issue No:3256 of Friday October 11, 2024