These are the South African brands redefining fashion, fragrance, jewelry, and handbags. Each one stands out for its innovation, design, and authenticity. They are the names to watch and, ideally, to own.
Thebe Magugu, Dyad, Pina Jewels and *Apartment continue to push creative boundaries, earning both local admiration and global recognition. Discover these brands, and in doing so, support local design, artists, and businesses.
Thebe Magugu
Founded by Thebe Magugu, the label has become one of the most influential names in South African fashion. Raised in Kimberley, Magugu went on to win the prestigious LVMH Young Fashion Designer Prize in 2019. A milestone that firmly positioned him on the global stage. At just 26, the award spoke to the authenticity, vision, and depth of his design language.
Since then, his collections have continued to resonate. Most notably, The Heirloom Project. Now in its second iteration, invites customers to upload an image of a loved one, which is then printed onto fabric and incorporated into a custom garment. The result is a deeply personal piece: original, emotional, and rich with memory.
His most recent collection, SS26 Alchemy II, is an ode to the inner self in a digitalised world. It allows silence to speak, blending the traditional and the modern in a beautifully considered body of work. Below are my favourites from the collection for your viewing.
Dyad
Dyad, sometimes known as Project Dyad, is a Cape Town–based brand creating beautifully crafted leather goods. Their handbags and keychains reflect the brand’s ethos: a balance between contrasting elements. The pieces are consistently colourful and vibrant, drawing inspiration from the energy and palette of Cape Town itself.
Launched in 2016 by Jessika and Vincent Urbain, the brand entered a new chapter in 2022 when Jessika became the sole owner. Since then, she has led Dyad with a clear creative vision that sets it apart within the South African handbag landscape.
Dyad’s designs feel both timeless and innovative, with functionality at their core. This is most evident in their signature Tote Bag, which features a single rope strap running along the base to ensure even weight distribution. The design minimises stress points, making the bag both durable and reliable.
Their latest collection, Poise for Summer 25/26, captures the brand’s vibrancy and refined design language. This year also marks ten years of Dyad. Below are my favourites from the Poise collection.
Pina Jewels
This is one of those brands that turns everyday jewelry into a small, beautiful ritual. Each piece feels like an experience, something you reach for each morning, whether it’s a pair of earrings or a necklace. Based in Cape Town and founded in 2019 by Courteney Krauss, the brand began as a passion project and has since grown into a name synonymous with refined, modern design.
The pieces speak for themselves. Designed to last, they embody a timeless, contemporary chic that elevates every look, framing the face and neck with considered adornments in gold and silver.
Their recent collaboration with Rethread, another South African brand, explored new materiality and styling freedom. The collection blends silver and gold, encourages layering, and invites personal expression. Alongside the jewelry, the collaboration also introduced a pierced tee, a garment designed to be styled with the jewelry itself.
My favourite pieces and, of course, the pierced tee below.
*Apartment.
This Johannesburg-based niche perfumery stands out for its minimalist bottle design, unisex fragrances, and strong sense of storytelling. Unlike many brands in the space, Apt takes a distinctive approach to naming its scents, with names such as “Page 128 Was Missing.” Each name feels playful, poetic, and quietly intriguing.
This particular fragrance is described as: “An abstract scent. The velvety, inky smell of squares and circles. A fragrance built without a traditional centre, linear in form yet layered in development.” It perfectly captures the brand’s desire to translate the visual into scent.
Founded by Leigh-Anne Drakes in 2019–2020, Apt grew from a long-standing fascination with unusual and evocative smells, resulting in a truly thoughtful niche fragrance house.
These four brands reflect the depth, creativity, and craftsmanship shaping South Africa’s design landscape today. From fashion to fragrance, jewelry to leather, they remind us that local design is not only relevant, it is exceptional.
