A new wave of creativity is sweeping through South Africa’s fashion industry, and women are at the very heart of this transformation. They are the creative directors and stylists who are redefining African identity across magazines, runway shows, and global collaborations, from Cape Town’s artistic centers to Johannesburg’s vibrant style scene. Their influence extends beyond national borders, proving they are a force to be reckoned with on the global stage.
Chloe Andrea Welgemoed
Chloe Andrea Welgemoed is an award-winning South African creative based in the UK, specializing in creative direction, image direction, and styling. She possesses a meticulous eye for detail and uses fashion as a tool to spark cultural conversations. Chloe’s multi-disciplinary approach involves consulting with global brands to encourage them to use their platforms to support young talent. She also directs Spanspek, a creative studio dedicated to this mission.
Her portfolio includes an advertorial for Moncler in the Dazed 30th edition, as well as an editorial that explores the international growth of Amapiano music. Her work has appeared in the final print editorial for In-Style New York and a special feature in Time Magazine. Chloe has a close working relationship with designer Thebe Magugu, collaborating on projects such as the Designer Showcase at Pitti Uomo in Florence. Their work together has been featured on platforms like SHOWstudio, British Vogue, and Another Magazine.
Chloe’s achievements include being named Stylist of the Year 2022 at the FIASA Awards in South Africa and a nomination for African Stylist of the Year at the 2018 Abryanz Style Fashion Awards in Uganda
Embracing and discussing heritage is essential to redefining narratives and imagery which we have the power to create.” – Chloe Andrea Welgemoed
Amy Zama
Amy Zama is a multi-award-winning fashion stylist, image curator, and consultant from Johannesburg, South Africa. She has built a remarkable career by shaping the visual identities of some of the world’s most captivating figures, including Kelly Rowland, Golda Rosheuvel, and Arsema Thomas. Amy also consults for visionary designers like Thebe Magugu, with her work celebrated both locally and internationally.
Being able to open up a world and let people see beautiful things using clothes, being able to tell stories, it’s my love and something I was forever surrounded by.” – Amy Zama
Gabrielle Kannemeyer
As a professional photographer based in Cape Town, South Africa, Gabrielle Kannemeyer’s work is a visual celebration of her “born-free” South African generation. She specializes in capturing enhanced color landscapes and highlighting the beauty of humanity with a touch of surrealism. As a woman of color from a diverse background, she focuses her lens on people from all walks of life, with a particular interest in rituals and their connection to the natural world.
Throughout her career, Kannemeyer has been a strong advocate for inclusivity, ensuring a safe and welcoming environment for everyone she collaborates with. Her impressive client list includes notable brands such as Netflix, Adidas, Nike, Apple Music, and Elle magazine, among many others. Through her distinct artistic vision and commitment to diversity, she continues to make a meaningful impact with her compelling and inclusive visual storytelling.
I prioritize creating inclusive and safe spaces both in front of and behind the camera, as it’s a fundamental aspect of my work. I set the tone by remaining calm, positive, and focused. When it comes to themes, it depends on whether it’s an editorial, personal project, or commercial job. For commissioned commercial work, I must achieve specific objectives, and the images need to reflect the brief. In my personal and editorial work, I explore diverse themes, eschewing restrictions or boundaries, and continuing to learn from my constantly evolving work processes.” – Gabrielle Kannemeyer
Sindiso Khumalo
Sindiso Khumalo is not just a designer; she’s a cultural custodian. With roots in Zulu and Ndebele heritage, her work draws deeply on tradition while addressing modern concerns like sustainability and ethical production. Her collections, often crafted in collaboration with African artisans, are not just beautiful they carry a message. Being a finalist for the LVMH Prize cemented her as a global voice. Yet, despite the acclaim, Sindiso stays grounded, ensuring her designs honor the communities that inspire them.
I believe fashion can become an empowering agent by creating positive economic activities in otherwise marginalized parts of the world.”– Sindiso Khumalo
Palesa Mokubung
Palesa Mokubung is an award-winning South African designer and the creative force behind her label, Mantsho (meaning “black is beautiful”). Her work, which boldly blends African heritage with haute couture, is designed to empower women and reshape the global narrative of African luxury. Mokubung is renowned for her distinct style, which features vibrant prints and daring silhouettes, and her career milestone came in 2019 when she became the first African designer to collaborate with H&M. She is also a dedicated mentor who uses her platform to advocate for authenticity and intentional growth within the fashion industry.
Palesa Mokubung has received multiple prestigious honors, including a Lifetime Achievement Award at Free State Fashion Week, a GQ Best Dressed Award, and the Haig Club Clubman Disruptor Award. Her significant contributions to South Africa’s arts and culture were also recognized with the Carol Bouwer Mbokodo Award in 2014. Additionally, her label, Mantsho, has showcased at numerous global events, including the BRICS show in 2018.
I’m a night owl and that’s when I get most of my ideas. Traveling is also inspiring for me.”– Palesa Mokubung
A New Era of South African Fashion
South Africa’s fashion industry is undergoing a powerful renaissance, with women at the forefront of this creative movement. These women are a collective force, using fashion to tell a new story about culture and identity. They’ve not only reimagined traditional textiles and styled international stars but have also built their careers with remarkable resilience and determination, positioning themselves and South Africa firmly on the global stage. This is a story of more than just fashion, it’s about legacy.
