Within Long Street, Cape Town, lies a picture-perfect piece of history—a heritage building that houses an eclectic fusion of Africa’s finest fashion and craft. Merchants on Long, South Africa’s renowned concept store for African design, has stepped into the new season with IN FULL BLOOM, an exclusive and collaborative pop-up by acclaimed designer Sindiso Khumalo.
Made up of bold prints, matriarchal heritage, and sustainable craftsmanship, this vibrant installation serves as a continuation of Merchants’ legacy as a cultural hub, showcasing the best of African fashion and design, handpicked by fashion buyer, Sumendra Chetty.
At the heart of Merchants on Long’s new season is a thoughtful selection of African designers that speaks to slow fashion and craftsmanship. From Gugu by Gugu’s playful garments to Namana’s handcrafted raffia bags from Madagascar, every piece in the curation tells a story. Highlights include Romaria’s limited-edition kimonos and a collaboration between Luminous Ware and Khoe Wool, which brings hand-dyed knitwear to life, fresh from the Karoo Winter Wool Festival.
Sumendra Chetty’s eye for design has shaped this season’s offering, ensuring the collection reflects the diverse and evolving landscape of African fashion while celebrating craftsmanship and small-batch production. “Merchants has always been about more than just commerce; it’s a space where stories are told through craft. This season we’re embracing a breath of fresh air with pieces that feel both renewed and meaningful—combining beauty with purpose,” says Chetty.
Merchants on Long’s curation for Spring-Summer brings together natural materials, locally sourced fabrics, and handcrafted elements. From the versatile and vibrant statement jewellery and beaded bags by AnHa, to Bare Home’s Siren glassware from Langebaan, each piece is designed to last and inspire.
Sindiso Khumalo’s pop-up was a central feature of the curation, exploring her love for florals, matriarchal figures, and slow fashion. Inspired by extraordinary women—like Harriet Tubman and Charlotte Maxeke—and portraiture of ordinary black women from the 1800s, Khumalo’s latest chapter reflects her ongoing journey of self-reinvention in an ever-changing industry, as she celebrates 10 years of her eponymous brand. “I’m committed to giving my designs time. With Merchants, we have a beautiful, long relationship. They've allowed me to just explore and not be hyper-prescriptive—it's a place for experimentation with African design. Like them, I aim to create pieces that last, express craft, and carry longevity, without the constraints of trend cycles,” says Khumalo. “I’ve re-thought how I develop textiles, and travel has been an important part of this process. I’ve drawn on craft techniques and influences from places like Morocco and India, alongside my signature heritage-inspired prints.”
The new chapter also embraces a broader, more inclusive audience. Responding to interest from younger consumers, which Khumalo credits as a result of her recent collaboration with And Other Stories, the latest range offers accessible pieces alongside signature high-end designs, making slow fashion more attainable. “I’ve realised that young women are drawn to the stories behind my clothes. This new chapter is an invitation to explore those stories—whether through a bold printed silk piece or a simple linen garment that falls just right,” she adds.
Slow fashion continues to go against the grain in a world ramping up speed, but it’s where Sindiso Khumalo is making her stand. Khumalo’s emphasis on “moments, not seasons” aligns perfectly with Merchants’ philosophy. “I want my work to evolve naturally—through experimentation and exploration,” she says. “This is what makes working with Merchants so special; it’s a place where creativity can bloom without being rushed.” At the heart of Khumalo’s work and Merchants’ new curation is a shared commitment to sustainability and craftsmanship.
As the Spring-Summer curation unfolded, Merchants on Long invited visitors to explore fashion beyond trends and timelines. Whether through the quiet luxury of Rethread’s Tangerine knitwear, Stephanie Bentum’s handmade Rothko throws (both exclusive to Merchants), or The Wild Story’s crystal-capped candles, each piece offers a window into the evolving narrative of African design.
Sindiso Khumalo’s IN FULL BLOOM pop-up represents a moment of artistic reflection, tying her personal journey to the broader story of African creativity curated by Merchants on Long. Sumendra Chetty sums it up perfectly: “This season is about more than just beautiful things—it’s about the stories behind them, the hands that make them, and the connections they inspire.”
