CULTURE
Made in Africa: Zooming into African luxury brands
African designers are reshaping the global fashion landscape, asserting themselves on red carpets, runways, and in luxury circles once dominated almost exclusively by Western labels.
Noluthando Buthelezi
Today, the world's definition of sophistication is shifting, no longer tethered to Paris or Milan alone, but increasingly inspired by the rich textures, bold aesthetics, and cultural narratives emerging from across Africa.
From Lagos to Dakar, Johannesburg to Douala, African luxury fashion is not merely an industry; it is a statement of identity. Our fabrics carry history. Our silhouettes carry confidence. And our designers are boldly announcing to the world: Africa has arrived, and we are taking our place at the forefront of global style.
Running Africa spotlights five standout luxury brands driving this creative evolution.
Tongoro — Senegal
Image: industrieafrica.com
Senegal's Tongoro has become one of Africa's most internationally recognized fashion houses. Founded in 2016 in Dakar by Sarah Diouf, the brand rose to global acclaim after celebrities like Beyoncé, Naomi Campbell, and Alicia Keys embraced its striking, storytelling prints.
In 2020, Fast Company named Tongoro one of the world's 50 most innovative companies, a testament to its creative vision and sustainable production model that prioritizes local artisans and tailors. Rooted in African craftsmanship, Tongoro's aesthetic is both modern and deeply cultural, offering a refreshing alternative to conventional luxury.
MaXhosa — South Africa
Image: enca - Paris Fashion Week
South Africa's MaXhosa has redefined knitwear as a form of cultural luxury. Designed by Laduma Ngxokolo, the brand draws inspiration from the beadwork patterns of the Xhosa people, translating heritage into contemporary fashion.
Since its founding in 2010, MaXhosa has graced runways in London, Paris, New York, and Milan and earned a spot on GQ's list of emerging global designers. Beyond its international acclaim, the brand has had a significant local impact—creating employment for more than 260 young South Africans by 2024. Ngxokolo's mission is clear: elevate African cultural design from novelty to high-end luxury.
Claude Kameni Showroom — Cameroon
Image: https: hollywoodreporter.com
Cameroonian designer Claude Kameni has emerged as one of the diaspora's most influential luxury creatives. Based in Los Angeles, she is known for her bold, sculptural gowns crafted from vibrant African prints—a celebration of both heritage and modern glamour.
Kameni's self-taught journey has taken her from immigrant worker to dressing red-carpet royalty. Her designs have been worn by icons including Janet Jackson, Viola Davis, and Tracee Ellis Ross at events such as the Golden Globes, AMAs, and Vanity Fair. Through mentorship programs, she actively uplifts Black female designers across the diaspora, encouraging them to challenge industry ceilings and rewrite the narrative of African luxury.
Katungulu Mwendwa — Kenya
Image: katushnairobi instagram
Kenya's Katungulu Mwendwa brings a softer, minimalist approach to African luxury. Known for her clean silhouettes, muted tones, and trans-seasonal designs, Mwendwa blends Kenyan landscapes with modern textures to create effortlessly sophisticated pieces.
Her work has been featured in prestigious cultural institutions, including the Victoria & Albert Museum and the Brooklyn Museum, and highlighted in publications such as Vogue Italia and Forbes Africa. Mwendwa's brand is a reminder that African luxury is as diverse as the continent itself—subtle, refined, and globally resonant.
Lanre Da Silva Ajayi — Nigeria
Image: fashionghana.com
A pioneer of African haute couture, Nigeria's Lanre Da Silva Ajayi (LDA) has been shaping luxury fashion since launching her brand in 2005. Known for her opulent use of lace, metallic fabrics, and vintage-inspired silhouettes, Da Silva creates what she calls "wearable art."
Her work has been showcased on global runways and even stocked at Dolce & Gabbana's iconic Spiga2 store in Milan—an achievement few African designers have attained. Through her LDA Runway Renaissance Project, she champions eco-conscious fashion and supports small-scale producers across Nigeria, cementing her status as one of the continent's most influential fashion visionaries.
African luxury is not a trend—it is a movement.
It is the fusion of heritage and innovation, craftsmanship and contemporary flair. As the world turns its attention toward Africa, these brands are leading the charge, proving that the continent is not only part of global fashion's future—it is helping define it.
