AFROSARTORIALISM

Afrosartorialism: is a fusion of “Afro” referring to African culture, heritage, and identity, and “sartorialism,” which pertains to fashion and tailoring. It represents a fashion philosophy deeply rooted in African traditions and aesthetics, celebrating culture through clothing. This blend of modern fashion and traditional African influences highlights distinctive designs, rich textiles, and artisanal craftsmanship at its core.

In essence, Afrosartorialism is a form of self-expression that honours African heritage while reflecting an elevated, culturally rich approach to dressing.

In this collection, we explore and reflect on the powerful subcultural movement of the Swenkas, a community of South African Zulu men, primarily migrant labourers from Johannesburg’s working-class neighbourhoods, who have long used fashion as a means of asserting dignity, pride, and self-worth.

Originating in the mid-1900s, the Swenkas developed a unique form of expression that blends fashion, choreography, and healthy competition. In a society marked by hardship, inequality, and the lingering effects of Apartheid, these men channelled their creativity and hope into what became known as “swenking,” a tradition that borrows from the English term “swank,” meaning to display one’s achievements, wealth, or elegance in an impressive manner.

Swenkas are more than just well-dressed men, they are symbols of creative resistance and aspirational identity. Their legacy represents how fashion can be used not only to uplift the self, but also to challenge societal norms, create community, and preserve dignity in the face of adversity.

Credits

Creative Direction: Samkelo Boyde Xaba

Photography: Lerato Mbawu

Art Director: Dineo Ramothwala

Art Coordinator: Tatenda Chidora

Film Director: Simba Takaedza

Producer: Hlengiwe Mkwayi

Cinematographer / DOP: Wesly Takaedza

Assistant Camera: Rodeo of Feed

Gaffer & Lighting: Phillip Pheeha

MUA: Ingelosi Yodakhi

Set Assistant: Minenhle Swelihle and Thando Nombida

Headwear: Dobbssa