How South Africans are redefining luxury fashion

Premium fashion is having a moment in South Africa. Whether it’s spotted on the red carpet or styled effortlessly on the streets of Johannesburg and Cape Town, international labels are no longer reserved for faraway fashion capitals. 

They’re part of the local style conversation. But what’s driving this appetite for global luxury, and how are South Africans weaving it into their own fashion identity?

Mia Le Roux, Brand Manager and Buyer for Karl Lagerfeld South Africa, shared her insights on why luxury resonates deeply with local fashionistas and how global fashion is adapting to the South African way of life.

According to Le Roux, South Africans don’t just wear fashion, they live it as a statement. “International brands signal aspiration, success, and a connection to the world,” she explains. 

“They also carry a sense of heritage and quality that people trust.”

The global fashion narrative, fuelled by music, film, and social media, keeps local shoppers in tune with what’s happening abroad. The element of scarcity makes these brands even more desirable, but the magic happens in how South Africans style them.

 “People mix global labels with local designers, tailoring, and cultural influences. That’s what makes South African fashion so unique; it’s a fusion of world-class and homegrown storytelling,” Le Roux says.

With sustainability becoming a global priority, one might wonder how luxury fits into this shift. 

For Le Roux, the answer lies in redefining what sustainability means. “Here, sustainability often comes down to quality. Investing in pieces that last naturally supports a more conscious approach. It also fuels the thriving pre-worn market, where fashion gets a second life,” she says.

Karl Lagerfeld itself is embracing this ethos with a tech-forward solution: every product comes with a QR code Digital Product Passport, giving customers insight into the supply chain, its footprint, and the design story.

“It’s about transparency and honesty, sharing both challenges and commitments,” Le Roux notes.

Award season is the perfect time to see premium fashion in action, and accessories remain the star of the show. For Le Roux, the best choices are personal.

“Accessories should make you feel confident and true to yourself, whether it’s a vintage brooch or something that nods to your heritage,” she says.

And when in doubt? She turns to a timeless Coco Chanel mantra: “Before you leave the house, look in the mirror and remove one accessory.”

Elevating an outfit doesn’t always mean going bold. Le Roux insists that subtlety can be the ultimate luxury.

“Statement accessories don’t have to be loud or flashy. Well-tailored pieces, layered thoughtfully, or vintage finds with a story can instantly transform a simple look into something standout.”

Looking ahead, South African fashion lovers can expect a season defined by natural textures, clean structure, and quiet luxury with depth. “We’re seeing subtle detailing and layered textures that make simplicity feel fresh and elevated,” Le Roux says.

Think breathable fabrics, tonal layering, and timeless silhouettes that whisper sophistication rather than shout it.

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