Carrying forward the energy of Women’s Month, we shine a spotlight on Muhle Matthew, a Johannesburg-based creative director, entrepreneur, and founder of Akwande.
Known for her bold style, fearless voice, and sharp eye for storytelling, Muhle is not only shaping the creative and fashion industries but also creating space for other women to step into their power.
We caught up with Muhle to talk about her journey, her philosophy, and her vision for the future.
1. What inspired your journey into fashion and creative direction, and how has your identity as a woman shaped the way you approach your work?
I studied advertising and graduated in marketing, but structurally, my creative bone is anchored by music. Coming from a Christian background, faith plays a big role in how I think and approach life, but mostly it’s music that inspires me. Music is vast and free; it takes shape from thought.
It has inspired how I design in fashion and how I create visuals. For example, I recently directed four music videos for Boohle, each one inspired by elements like fire, soil, water, and sound. The inspiration came from how her vocals, and the instruments spoke to me. My process is always about narrating the story in a way that feels relatable, even for someone who has never heard the music before. Music is a gift, and all I do is built on that foundation.
2.What does Women’s Month mean to you personally, and how do you use your platform to celebrate and inspire other women?
For me, Women’s Month is an opportunity to further educate everyone about the struggles women have faced, the triumphs we’ve achieved, and what lies ahead. Just like any significant date on our calendar, it’s about pausing to reflect and finding clarity for future solutions.
It’s also about remembering the legacy of moments like the 1956 Women’s Anti-Pass March, where over 20,000 women protested Apartheid pass laws. Personally, I celebrate my mother, she remained resilient and continued her studies after giving birth to my sister and me, before my younger brother was born. Her determination is a powerful example of how unstoppable women can be.
Through my work, I honour women by providing a platform for those in the arts. At our store, Malwandle’s House in Braamfontein, we house 80% women entrepreneurs. That’s my way of celebrating womanhood and paying tribute to those who paved the way.
3.How are you celebrating Women’s Month this year, both personally and through your work?
Because my life and work overlap so much, I celebrated by creating spaces that keep what we do alive while spotlighting women who inspire us. We hosted intimate women-led sessions at our store, and we’re closing off Women’s Month with a stripped-down live performance by Boohle on 7 September.
One of my proudest highlights this month was hiring and retaining a young female sales specialist. It felt incredible to create an opportunity for a young woman to enter the fashion space, upskill, and grow with us. For me, that’s real celebration, empowering women directly through work and community.
4. As a woman navigating South Africa’s creative and fashion industries, what challenges have you faced, and how have you turned them into strengths?
The greatest challenge I’ve faced is navigating the global supply chain. With limited fabric factories in South Africa, we rely heavily on imports, which exposes us to inflation and rising production costs.
In the creative sector, many artists focus solely on their craft and struggle financially. When I left corporate, I realized just how stretched and saturated our industry had become. Collaborating often means investing in another creative’s skills and the project itself, which can put entrepreneurs at a disadvantage. On top of that, the lack of government funding and poorly regulated policies, especially after the passing of Mam’ Nandi Nyembe, highlighted the gaps in support for our industry.
I’m still turning these challenges into strengths. One solution has been creating intimate, affordable performance spaces through Live Moments at Malwandle’s House, powered by Akwande. Not every artist can afford a big venue, and not every audience wants a thousand-person concert. This model allows artists to thrive without breaking their budgets while still building meaningful connections with their audiences.
5. Your work is deeply rooted in style and storytelling. How would you describe your creative philosophy, and what makes your voice unique in the industry?
I’m a Black, queer, out-of-the-box thinker. I love living at the edge while keeping grounded. My philosophy is best expressed in a T-shirt I launched under Akwande that says: “Being a creative doesn’t mean working for free.” That’s something I live by every day.
We need to change the narrative: creatives are not hobbyists wasting money on “fun things.” We are business people who contribute to the economy, and we must be paid fairly.
What makes my voice unique is that I fight for creatives to be empowered, independent, and sustainable. After 11 years in and out of corporate, I bring both marketing expertise and storytelling ability to my work. My mission is to push the industry forward while ensuring artists leave with something tangible to build their futures.
6. What advice would you give to young women who want to break into fashion, branding, or creative direction and what legacy do you hope to leave behind?
The best advice I can give is to believe in yourself. No matter the industry, if you believe in yourself, you can do anything you put your mind to. Surround yourself with the right people. Audit your circle because they are the biggest influence, they can either push you forward or stop you before you even start,
Wake up, do it, and repeat. Failure doesn’t exist. It’s all lessons. Try repeatedly until it works.
As for my legacy, I just want to leave the world a little better than I found it.
Muhle Matthew represents the resilience and creativity of South African women, fearless, visionary, and committed to building platforms where artistry and business meet. Her story reminds us that true empowerment lies in creating opportunities, redefining narratives, and leaving behind a legacy of growth and change.
