At this year’s New York Fashion Week, five pioneering South African fashion designers showcased their design prowess through Jaguar’s #GiveHerACrown campaign.
Jaguar’s #GiveHerACrown campaign, launched in 2020, is a celebration of creativity, industry and inspire new narratives. With the 2024 focus on shifting perspectives, the initiative brought together female designers who are redefining the fashion landscape with their innovative designs and unique stories.
This year, five visionary designers were chosen to represent the campaign: Gugu Peteni, Tsakane Mashaba, Manthe Ribane Liebmann, Thando Ntuli and Keneilwe Mothoa. Each of them brought their own style and powerful message of resilience and empowerment. Their selection for this prestigious campaign marked a new chapter in their careers, as they joined forces to push the boundaries of African fashion on the world stage.
One of the highlights of this year’s campaign was the designers’ showcase at New York Fashion Week (NYFW) on 11 September. Their collections, inspired by poetry from Kenyan poet Qui Quarre, were grounded in a shared vision of empowerment. The global audience was captivated by the depth and creativity of the pieces, affirming African fashion’s growing global significance.
Following this global success, the designers returned to South Africa for the designers returned to South Africa for an exclusive showcase on 10 October, symbolising the global reach and local pride of the #GiveHerACrown campaign.
Reflecting on her journey, Gugu Peteni found the campaign provided her with visibility and empowerment. Her collection, Do Not Tumble Dry AW25, was inspired by Qui Quarre’s poem about reclaiming women’s hidden power. “It’s about encouraging women to unshrink themselves and take up space,” she said. Her genderless designs reflected the strength women can reclaim in a world that tries to diminish them. “Showcasing in New York was a dream come true, affirming that African designers deserve a place in the global luxury space.”
For Tsakane Mashaba, the experience was equally transformative. “It offered me a sisterhood of women facing similar challenges,” she said. In her collection, Resonance, Tsakane drew inspiration from the connection between women, the land and dreams. She explored the connection between past and present, and the wisdom passed down from one generation to the next. Mimicking the farmland at sunset, she used fabric manipulation to mirror the landscape’s flow. Her modern take on the xibelani skirt also symbolised resilience and grace. “New York Fashion Week confirmed what I already believed — African fashion has a place on the international stage.”
Manthe Ribane Liebmann called the campaign life changing. Through her M. Aura collection, she also found a new sense of focus. Showcasing at NYFW reaffirmed Manthe’s belief that African creatives belong on the global stage. “This journey taught me to embrace vulnerability, deepening my connections with others,” she said. “It connected me with a powerful, women-only network, which is rare in a male-dominated industry. This provided support beyond business — it was rooted in shared vision and empowerment.”
Thando Ntuli’s collection, Iphupho, (meaning ‘a dream’) drew from her childhood memories of growing up in Soweto. “I was inspired by the 70s and 80s fashion in my mother’s and grandmother’s closets,” she explained. Her designs blended retro influences with the vibrant colours of her youth. Like the poem, ‘This poem is a mirror’, her work reflected her younger self. “New York Fashion Week was a full- circle moment for me,” she said. “It made me appreciate how far I’ve come.”
The campaign pushed Keneilwe Mothoa to new heights creatively and professionally. Her collection focused on time management and the creation process, celebrating the balance between nature and urban life. “The camaraderie among the designers helped me build confidence in my work.” Showcasing at New York Fashion Week was her first runway show, a milestone that underscored the power of collaboration. “Dare to dream, stay authentic and be persistent,” she advises.
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