Traditional prints such as Shweshwe, Ankara, Kente and Ndebele patterns have moved into daily fashion, according to a report by Bona magazine. People now wear them to work and on the street, not only at ceremonies.
The magazine said this shift took place over the past ten years. It pointed to research by universities and cultural groups that tracks the change.
In the past, these prints were mostly kept for rites of passage, weddings and cultural gatherings. Now they show up in corporate offices and in urban streetwear.
Bona said studies published through UNISA Press found that clothing is the most visible sign of a person’s cultural identity.
According to the report, colonial rule pushed the idea that Western suits stood for being civil and professional. This left traditional clothing for rural areas or weekend ceremonies.
Cultural theorist Dr Sandra Klopper and researchers at the National Heritage Council of South Africa said younger people are breaking down this old divide.
Research by Dr Sabelo Ndlovu-Gatsheni found that city professionals no longer see heritage clothing as a costume for holidays. They see it as a daily statement of who they are, the magazine said.
Textile historian Dr Erica de Greef, co-founder of the African Fashion Research Institute, said one main reason for the change is how the clothes are cut. Designers now put traditional fabric onto modern Western shapes.
Instead of long robes or layered wraps, designers make blazers, pencil skirts and button-down shirts. Bona named Lukhanyo Mdingi and Laduma Ngxokolo of MAXHOSA Africa as designers who use Shweshwe or Ankara this way.
The report said a single printed blazer worn with plain trousers lets workers meet strict office dress codes. At the same time, they can still show pride in their culture.
Studies from the School of Arts at the University of the Witwatersrand found that traditional prints carry hidden meaning. Wearing them every day lets people tell cultural stories without words.
Design research by Dr Juliette Leeb-du Toit found that some colours keep old meanings. Red stands for life, green stands for growth and black stands for a link to the ancestors.
Bona said Ndebele geometric patterns and West African Adinkra symbols also hold community values and proverbs. When placed on modern clothes, they help keep history alive.
The magazine said the trend also brings duties. Fashion Revolution South Africa and other groups said buyers should respect the craft behind the cloth.
Surveys by the Fashion Industry Academy of South Africa found that about 75% of local designers feel a direct duty to keep traditional weaving and dyeing skills alive.
Lucilla Booyzen, founder of South African Fashion Week, said people should learn the history and origin of the prints they wear. She said this shows respect for the artisans and communities who make them.
Source: this article is based on reporting by Bona. Image: Bona. Written with the help of AI and published by the Tzaneen Voice Entertainment desk. See our Editorial Standards.
Rirhandzu Baloyi writes about entertainment for Tzaneen Voice. Rirhandzu covers South African music, film, TV, streaming, awards and celebrity news, from amapiano and local soapies to Showmax and Netflix releases. Stories stick to what happened, who was involved and when fans can watch or listen.