Fashion brand communication on Instagram is critical in shaping Generation Z’s (Gen Z) perceptions of identity, self-expression, and beauty. However, concerns persist about the continued use of objectifying imagery in digital marketing, even as overt sexism declines. This paper explores how specific fashion brands engage Gen Z through visual strategies on Instagram, revealing that Adidas aligns with Gen Z values through empowerment-centric, low-objectification imagery; Diesel employs playful provocation and stylised objectification to tap into Gen Z’s appetite for rebellion; and Zara, while aesthetically aspirational, lacks the diversity needed to resonate with South African audiences.

City branding involves establishing unique identities for cities using branding principles. While Johannesburg and Cape Town are among Africa's best-branded cities, their branding strategies were largely top-down, lacking collaborative stakeholder engagement. In the wake of the global pandemic that severely impacted tourism, there is an urgent need to revise these strategies through a co-creative approach.

In South Africa, city branding activities can benefit the local tourism sector, which was severely impacted by the COVID-19 pandemic, with strict lockdown measures leading to a standstill in tourism activities throughout 2020 and 2021. As restrictions eased and businesses in the sector aimed to revive tourism, innovative approaches became necessary.