DURBAN – With less than three months to go until the 2009 Vodacom Durban July, fashionistas and socialites are abuzz with excitement following the announcement of the raceday theme “Games People Play”, which promises to deliver a vibrant spectacle at Greyville Racecourse on Saturday 4 July.

The raceday theme governs all the pre-raceday fashion competitions, as well as the raceday fashion and hospitality décor, and pervades the atmosphere and look-and-feel of the race each year.

The 2009 theme has borrowed influences from several popular games, ranging from the checks of a chessboard, the dots on dominoes, the patterns on backgammon and the traditional African game Mlabalaba to the iconic figures from playing cards and chess pieces amongst others.

“Try and think out of the box,” says Durban designer Kathrin Kidger.

“The theme is unique and certainly calls for some extraordinary and spectacular designs that will sustain the energy of Vodacom Durban July,” said Dot field, Vodacom’s Chief Communications Officer. “This will be the eighth year that Vodacom has been supportive of this landmark event, and there is every reason to believe that the 2009 race day will be truly memorable.”

The theme has been warmly welcomed by fashion designers who will spend the next few months designing and creating garments that reflect the theme for raceday clients and for the vibrant programme of fashion shows and competitions.

“This years’ Vodacom Durban July theme is really broad and open for interpretation”, said ace Durban designer Kathryn Kidger, one of last years’ Vodacom Durban July Invited Designer Showcase stars. “It is a theme that will join all race day goers together and really has something for all.”

“There are sporting, military, fun, sexy, festive and mysterious facets to the theme,” she added. “The Vodacom Durban July is that one day when Durban becomes a truly magical place to be in, as people from all over the country descend on this event.”

Enthusiastic designers, eager to start working on an outfit that will stand out in the massive crowd on the day, have however been cautioned not to be too literal in their interpretation of the theme.

“There’s definitely going to be a mental aspect taken from this years’ theme, as in playing games with your mind,” said Kidger. “Designers need to think out of the box, although inevitably the Queen of Hearts will appear on raceday.”

The competitive fashion programme gets under way with the established Vodacom Durban July Fashion Challenge and the Vodacom Durban July Young Designer Award which involves university, technikon and design college students from across the country.

The Vodacom Durban July Invited Designer Showcase provides a non-competitive platform for eight iconic designers to show their talent and interpretation of the raceday theme, at a number of glittering functions prior to the big raceday, and on Vodacom Durban July day itself.

The 113th running of the Vodacom Durban July takes place at Greyville Racecourse on Saturday 4 July. More information can be found at www.vodacomdurbanjuly.co.za