A powerful connection develops when our favourite celebrities embrace the parts of ourselves society often wants to change or erase.
Sho Madjozi, real name Maya Wegerif, embraces her heritage in all aspects of her life, she is Tsonga and unapologetically proud.
The trend setter continually schools us on how to be flexible and have fun with different styles in one outfit. Re-defining pop culture, she uses fashion and the power of hair to showcase Xitsonga culture by highlighting traditional wear in a modern context.
Kenny Morifi-Winslow writes for Superbalist of her that, "I think there is an interesting transfer of energy when our favorite parts of public figures become the things that we hid from ourselves or tried to change.
"In thinking about the most recognisable parts of the Sho Madjozi brand, naturally, the Xebelani comes to mind first, but I think Maya’s styling of her hair and loyalty to her stylist is something that a lot of young black girls and woman feel empowered by."
The Huku hit maker cannot be confined or defined by style. She is artsy, casual, traditional, bold and absolutely creative with her effortless mix of sportswear highlights from brands like Nike and designers including Onder Die Invloed.
The rap sensation enjoys wearing a xibelani skirt, used when performing the indigenous dance of Tsonga women. Traditional clothes represent our culture and identity, and we love the fact that she is promoting our customs with a dash of western trends. Let’s be frank, if we don’t preserve our traditions who will?
”One of the things I’m learning while shooting [the documentary] #TheHistoryOfXibelani is that Xibelani fashion has been changing and evolving for centuries. And usually it’s the artists who introduce new styles of wearing it. It’s actually our duty to move culture forward” she says on her instagram.
The 26 year old is launching her own clothing collection in partnership with Edgars. Gone are the days when South Africans looked outwardly for style inspiration, they’re now looking within, digging deep and fearlessly flaunting who they are.
Her vibrant collection is an eclectic mix of traditional print and colour, her own style elements mixed with 90s inspired fashion. This really is a brand calling on people to “own the look” in their unique individual ways. Other celebs involved as creative collaborators include female activist Siphokazi Veti and hair stylist and artist Nikiwe Dlova.
The Sho Madjozi Collection will be available mid December and available at 22 Edgars stores around the country and online.
At the Global Citizen Festival, her performance was one of the favourites at the concert.
And everyone's sitting up and taking notice, including producer and director Ava Du Vernay. Take a look at her tweet below.
READ MORE: 5 times Sho Madjozi gave us style envy
“I like Sho Madjozi. She’s unique & artistic with her hair. Everyone is doing her braid styles, you can’t help but like her,” says Aya Mlotshwa, a super fan.
We've already fallen in love with her too. How long have you been a fan?
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