CapeGate's Call To Donate Pre-Loved Evening Dresses

CapeGate Shopping Centre calls on the community to donate dresses for The Princess Project

While the matric dance season may still be months away, for many learners the possibility of attending already feels uncertain. For some matriculants, the matric dance remains an unreachable dream, shaped not by choice but by financial reality. As preparations begin for the 2026 school year, CapeGate Shopping Centre is calling on the community to donate pre-loved evening dresses, shoes and accessories to the CapeGate x The Princess Project, helping ensure that no young woman is excluded from this important school milestone.

Throughout the year shoppers can donate pre-loved evening dresses, shoes and accessories at the specially designated donation stations at CapeGate Shopping Centre. The initiative supports The Princess Project, a nationwide organisation founded in 2006 by Durbanville resident Erica Pienaar, which provides free formal wear to matriculants across South Africa.

The Princess Project was founded in 2006 by Durbanville resident Erica Pienaar, whose own experience of being unable to afford a matric farewell dress sparked a response grounded in empathy and action. What began as a personal initiative has grown into a national organisation with 32 branches, including several across Cape Town, providing formalwear to matriculants free of charge. Each dress is returned after the dance and prepared for its next wearer, allowing one act of generosity to be shared again.

CapeGate became involved in 2022, building on its long-standing commitment to community support through donation drives and permanent collection points for local children’s homes. By transforming underused court spaces into The Princess Project donation stations, the centre created an accessible way for shoppers to contribute. The response has grown steadily, with donations increasing from 220 dresses in the first six-month campaign to 265 the following year. The current 2024/2025 season has already seen 563 dresses donated.

Zoë Enslin, Marketing Manager at CapeGate Shopping Centre, says:

“This project shows how much impact a simple decision can have. When someone donates a dress, they’re giving a young woman the chance to feel included and confident on a night that matters.”

For many families, that support arrives at a critical moment. One beneficiary, Amy, whose name has been changed to protect her identity, recalls discovering The Princess Project during a period of deep financial difficulty.

“In 2013, both my husband and I were unemployed and struggling to make ends meet. My daughter was in matric and dreaming of looking like a princess at her farewell. Knowing we could not afford it was heartbreaking,” she says. “When we met Erica, she was humble and sincere. She gave my daughter the most beautiful dress and accessories. That kindness carried us through one of the hardest times in our lives.”

What followed was an enduring connection.

“From that moment, we felt like family. I began helping by asking for donations and supporting other underprivileged matriculants. Erica’s support goes far beyond money. It restores dignity,” Amy adds. “I pray and hope that The Princess Project will grow from strength to strength and continue to be a light to our underprivileged community.”

The impact of the initiative has also been recognised within the retail industry. Following its first year, the CapeGate Princess Project received a Silver Award and special recognition at the SACSC Footprint Marketing Awards for shopping centre marketing excellence.

CapeGate is encouraging donations of gently worn evening dresses, formal shoes and accessories. Items can be dropped off at The Princess Project donation station during centre trading hours.

CapeGate accepts donations for The Princess Project all year round. Each donation helps ensure that another young woman can step into her matric farewell with confidence and pride.

For further information, visit the Capegate Shopping Centre website. Use the hashtags #CapegateCentre #EverythingAndMore #ThisIsUs when you are sharing your unforgettable Capegate experiences.

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