Courtside Couture: a Stella Soirée with a Perfect Serve

Stella Artois’ Soirée - 12 July 2025.

Eyes on the tennis ball. The vantage point of a tastemaker, tethered in cream whites and pastel tones, with a firm grip on the racquet ready for the perfect serve.

It’s the match-up of the season, set against the refined backdrop of Courtside Couture. Stella Artois presents The Soirée — a masterclass in how lifestyle branding, fashion, and community collide in the most fresh and tasteful of ways.

We step into a day in the life of one of South Africa’s most creative and out-the-box thinkers, Kay Kay Ribane, whose presence feels less like a guest and more like part of the game plan.

Together, we explore the lore of “the club” — reframed through a high-end fashion lens. With Stella Artois Africa’s new #PerfectServe Collection making its statement, The Soirée served up more than just a cold pour. It was a cultural pivot — one that invites audiences to step out of the mainstream and into a more nuanced space.

Extending the Creative Narrative

Socials are more than just a drinking montage and a jukebox of hits… the crowd wants to resonate with the product and the brand experience.

Socials are more than just a drinking montage and a jukebox of hits… the crowd wants to resonate with the product and the brand experience. They’re looking for meaning, memory, and moments that feel intentional — where every detail adds to the narrative.

Following up on The Racquet Club Paddle Pop-up activation — source: (https://www.stellaartoisafrica.com/en-za/racquet-club) — Stella Artois’ latest social gathering cemented itself not only as a high-style moment but as a space for conversations that stretch far beyond the usual market.

Beyond the Marketing Campaign

The Soirée feels less like a product launch and more like a culture shift. It’s the clay court arena for those who play the long game, the tastemakers, rule-breakers, and the adventure seekers.

And in this club, style isn’t just something you wear — it’s something you serve.

“The #PerfectServe is Stella’s way of saying, ‘we are part of the club’ — while challenging the arbitrary rules of who’s been allowed in.” - Sui P. Moipolai

For patrons like Kay Kay Ribane, that’s always been the point: culture has to bend to a new swing.

He understands that the art of performative showmanship isn’t just reserved for runways or gallery exhibitions. It finds its power in the casual Saturday sundowners, too. It’s that boldness, that magnetic charisma, that invites people not just to watch the game, but play apart in it. To actually put those tennis shoes to good use. To flip the script the expected and lean into the idea that we are the narrative shift. We are the new club.

If you haven’t noticed something is stirring in South Africa, and the world is watching. The spotlight is ours, but the story is ours to write. So maybe it’s time we get more comfortable with the joy of play; of dress-up, of elegance without hesitation. Let’s do away with the era of the stiff, all-white A-lister parties and make a grand slam statement for the country club cheer.

And the best part? We don’t have to do it alone. With Kay Kay at the helm, moments like The Soirée go beyond aesthetics: they pave the way for an innovative and stylish approach to consumption, collaboration, and, most importantly, showmanship.

This wasn’t just a soirée, it was a 6–love victory to the culture; game, set and match - till the next serve.