THE theme for this year’s Vodacom Durban July is; “IT IS TIME”.

Demand for the theme for the Vodacom Durban July has intensified over the past decade or so, to the point where the theme has become an extremely important catalyst for stirring interest in the raceday.

The theme is embraced by the thousands of people who attend the raceday at Greyville Racecourse and for the many hundreds throughout South Africa who hold racedays at home to celebrate what has become known as Africa’s Greatest Horseracing Event.

Decades ago the theme was described in just a few words. At some stage this developed into a short description of what was expected. Nowadays it has grown into a rather elaborate poetic description for inspiration for fashionistas, fashion designers, hospitality providers and racegoers.

Every element of the raceday has the aspect of time attached to it. From the time used toselect the right stallion for the perfect mare, to the preparation of the perfect yearling for the sales. From the time of the two-year-old’s first race, to competing as a seasoned contender in the “ultimate” race – the Vodacom Durban July. Years of time focused on a race that lasts just over two minutes.

The theme explores the excitement of a thoroughbred winning the Vodacom Durban July and touches on the fashion element of raceday asking fashionistas and designers to create timeless fashion and to use the elements of a watch face to conceptualize their designs.