CapeGate calls on community to donate dresses for matriculants in need

CapeGate Shopping Centre has launched a community call for donations of pre-loved evening dresses, shoes and accessories to help ensure that financially disadvantaged matriculants are not excluded from attending their school farewell.

Partnering with The Princess Project, a non-profit organisation, the initiative aims to provide free formal wear to pupils who might otherwise miss out on this milestone because of financial hardship. 

The Princess Project was founded in 2006 by Durbanville resident Erica Pienaar, whose own experience of being unable to afford a matric farewell dress inspired the initiative. The project operates on a sustainable model, with dresses returned after each dance and prepared for future use.

CapeGate became involved in the initiative in 2022. By converting underutilised court spaces into donation stations, the shopping centre created an accessible platform for contributions. Since then, donations have increased from 220 dresses during the first six-month campaign to 265 the following year. The 2024/2025 period recorded 563 donated dresses.

“This project shows how much impact a simple decision can have. When someone donates a dress, they are giving a young woman the chance to feel included and confident on a night that matters,” said Zoë Enslin, marketing manager at the shopping centre.

One beneficiary, identified as Amy, to protect her identity, reflected on discovering The Princess Project while she and her husband were both unemployed.

"My daughter was in matric and dreaming of looking like a princess at her farewell. Knowing we could not afford it was heartbreaking. When we met Erica, she gave my daughter the most beautiful dress and accessories. That kindness carried us through one of the hardest times in our lives.”

Amy added that the experience led her to become involved in supporting the initiative herself, helping source donations for other matriculants. 

Following its first year, the CapeGate Princess Project received a Silver Award and special recognition at the South African Council of Shopping Centres (SACSC) Footprint Marketing Awards for shopping centre marketing excellence.

The centre accepts donations year-round, with each contribution helping another young woman attend her matric farewell with confidence and pride.