Mapimpi brings his signature sense of style and authenticity to the J.C. Le Roux story, starring in a campaign that fuses fashion, flair and freedom. Shot with the style of a high-fashion editorial, the campaign reflects a new energy in South African celebration culture — one that gives everyone permission to, "be extra, more often", says J.C. Le Roux.

"For me, celebration isn't only about the big wins," says Makazole Mapimpi, J.C. Le Roux's 'EXACTLY' brand ambassador. "It's about appreciating where you come from, what you've overcome, and the people around you. I've learned that confidence comes from within — and if you've got it, you don't need to wait for permission to be you."

Mapimpi says he was drawn to the campaign because it reflects how he chooses to live, "For me, it's about celebrating who you are — your story, your journey and your wins, big or small. I love that J.C. Le Roux is encouraging South Africans to celebrate themselves, not just the occasion. Because moments don't need to be big to matter — they just need to be yours."

The partnership marks a new moment for J.C. Le Roux as it embraces the cultural power of South African individuality and expression. In a world where luxury often feels out of reach, the brand is flipping the script — positioning itself as inclusive, expressive and proudly local, says the brand.

"We wanted to move to owning life's moments with confidence celebrating both the journey and the milestones along the way, feeling alive and embracing everyday moments," says Siphokazi Solani, Assistant Brand Manager for J.C. Le Roux. "Mapimpi embodies that shift perfectly. His story is one of quiet strength, style and substance and that's exactly what J.C. Le Roux stands for. This campaign is about reclaiming celebration as something personal and self-defined. It's not everyone else's rules; it's your rules."

Through the 'EXACTLY' campaign, J.C. Le Roux is speaking to a generation that finds joy in self-expression, from spontaneous rooftop brunches to effortless moments shared among friends. Every Friday now has the potential to become a '#JCFriday' — an invitation to show up, shine a little brighter and celebrate simply because you can, adds the brand.

With visuals inspired by contemporary fashion and the confident sparkle of South African creativity, J.C. Le Roux's 'EXACTLY' era blends premium craftsmanship with cultural relevance. It's a statement of intent: that the most authentic celebration is the one that feels exactly right to you, concludes the brand.

For more information, visit www.jcleroux.co.za. You can also follow J.C. Le Roux on Facebook, or on X.

*Image courtesy of contributor