A Curated Edit by The Jozi Collective

South African fashion is experiencing a defining era, one shaped by designers who honor craft, champion identity, and expand the global imagination of what South African style can be. This movement is characterized by a dedication to local narrative, sustainable practice, and a bold fusion of tradition with forward-thinking design.  

This edit, curated by The Jozi Collective, highlights the creators reshaping our cultural landscape with vision, innovation, and unmistakable South African storytelling:

The Architects of African Luxury

This group of designers is renowned for bridging high-end craft with powerful, conceptual narratives, earning them global acclaim and awards.

• Thebe Magugu: A global powerhouse known for his multi-disciplinary approach that uses design as an homage to the powerful and independent matriarchs who raised him. His collections systematically document South African culture through sophisticated, conceptual ready-to-wear.  

• Rich Mnisi: Famous for his bold, graphic prints, sculptural silhouettes, and use of vibrant color. Rich Mnisi creates avant-garde luxury that is deeply rooted in African heritage and storytelling, capturing the attention of the international fashion scene.  

• Lukhanyo Mdingi: His eponymous label is an ever-evolving practice centered on integrity, community, and timeless design. Mdingi elevates natural materials and works closely with artisanal communities, like the weavers of PHILANI in Khayelitsha, to create trans-seasonal pieces that exemplify ethical and intelligent luxury.  

• Mmuso Maxwell: Founded by Maxwell Boko and Mmuso Potsane, this high-end brand specializes in tailoring inspired by African heritage and contemporary culture. Their aesthetic emphasizes detail, practicality, and a well-considered, sustainable process.  

• Connade: This luxury womenswear brand, guided by Shelley Mokoena’s ethos of “radical restraint,” seamlessly blends couture and ready-to-wear. Connade crafts sculptural garments that fuse African heritage with architectural elegance, designed for longevity using natural and deadstock fabrics.  

Visionaries of Identity and Craft

These brands use fashion as a direct medium for cultural dialogue, reinterpretation, and the celebration of South African life.  

• Wanda Lephoto: A Johannesburg-based menswear brand that redefines luxury dress by using the plurality of culture, tradition, identity, and history through storytelling. His work proposes a distinct cultural luxury that infuses Western practices with an African spirit.  

• Nao Serati: A contemporary brand specializing in unisex garments that explore the margins of gender and sexuality within a South African context. Designer Neo Serati Mofammerein is dedicated to a dialogue that dissects and often subverts traditional norms in modern Africa.  

• Imprint ZA: An Afro-futuristic luxury brand that is unapologetic in its celebration of identity. Founded by Mzukisi Mbane, Imprint ZA uses bold prints and intricate storytelling to narrate African history and advocate for social issues.  

• Viviers Studio: A brand deeply rooted in the principles of circular design and metamorphosis. Viviers Studio champions sustainability by recycling and reinventing materials, viewing plastic as valuable as silk, and leveraging innovative technology like 3D printing to minimize waste.  

• Bam Collective: A luxury brand that merges bold creativity with South Africa’s rich cultural heritage. Specializing in inclusive ready-to-wear and demi-couture, The BAM Collective is known for its saturated colors, experimental silhouettes, and handcrafted South African artistry.  

The Emerging and Essential Voices

Representing the dynamic future of the industry, these creators are pushing boundaries with fresh aesthetics and distinct points of view.

• Thabo Kopele: Known for structural silhouettes and garment engineering that blends functionality with artistry. Kopele’s work is inspired by “kasi fashionable stories,” focusing on precision and thoughtful, zero-excess design.  

• Oyama Gonintebe: A rising talent who blends contemporary design with her Xhosa heritage. Her work re-imagines traditional elements, like the Umbhaco garment, into modern fashion, emphasizing sustainability and cultural longevity.  

• Uniform: While details are often focused on corporate wear, this brand, in a contemporary context, represents the refined aesthetic of tailored, high-quality simplicity—an essential component of modern style.

• Boyde: (A brand often associated with minimal, essential design focusing on quality and modern tailoring, contributing to the ‘quiet luxury’ movement in the local market.)

The brand’s aesthetic subtly connects with the South African culture of Dandyism, particularly the tradition of Swenking. This practice, historically maintained by Zulu migrant workers in the cities, saw men meticulously dress in their finest suits on weekends to compete in style, elegance, and attitude competitions (Swenking).

This list is a curated glimpse into the designers pushing our creative culture forward locally, continentally, and globally.