I have watched so many movies in my life, surprisingly, some of them being Western produced movies like the Woman King and Coming to America that made reference to African history and culture. It’s funny how through that, people assume this whole global community has led to cultural homogenisation, forgetting cultural hybrid … okay now I’m just throwing around big and unnecessary words. What I mean is, it took Western media’s interest in African culture for us to actually take our own culture seriously. 

Take the Lion King for example, set in the 1990s, constantly being remade, but still set in an African background, not to forget the Black Panther. It’s that constant feed, that made us pause and be like, ‘no man, our culture is actually pretty dope.’ So now the scroll is fast. So fast,  it feels like our culture could get swept away in it. One second you’re seeing a girl in Paris in a puffer coat, next you’re watching a Zimbabwean woman rocking a beaded crown and a bold Ndebele necklace, and guess what? She looks like she owns the future.

Something is shifting. For years, African culture was only cool if it was seen through a Western lens. It had to be on a New York runway, worn by a supermodel or blessed by Vogue. But that’s not the case any more. A new wave of women, young, bold, and rooted, are reclaiming African style on their own terms. And they are not whispering about it. They are shouting it online, through reels, rap bars, outfits, and TikToks that feel like declarations: “I know who I am, and I look good doing it.”

Take Awa Khiwe, for example. If you haven’t seen her yet, pause reading and look her up. The girl raps in isiNdebele like it’s a drumbeat passed down from her great-grandmother, and she does it while wearing bold isiNdebele prints, face markings, and traditional bead work with the confidence of a rock star. 

Then there is Nomakhosazana Ncube, a designer who is making sure traditional fabric isn’t locked up in rural weddings or old photo albums. She is taking it to the streets, to the stage, and to social media, giving African attire that “this is luxury” glow-up. But here is the thing, they are not exceptions. They are examples.

Because everywhere you look, African women are showing up with their culture braided into their everyday lives. Online boutiques are selling doek-inspired bucket hats. Wedding gowns are being fused with traditional embroidery. Yes, white weddings have been a thing for a while, but at this rate, nearly every wedding picture features the groom and bride clad in fine traditional pieces. Not to forget ladies that are designing logos with sophisticated African prints. The shift is quiet but loud. Soft but undeniable.

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♬ original sound – Lyrics0674

Still, not everyone is clapping.

Some people are uncomfortable with this revival. There is a community that still associates tradition with backwardness, with poverty or rural life. “Why would you wear that?” they ask. “You look like you’re going to a ritual ceremony.” But that is exactly the mindset that’s being unlearned. Because for too long, African style was treated like a costume instead of a lifestyle. Something for a cultural day, but not for a date night. For heritage month, but not for your feed. From the clothes, the food to the medicine, people have associated our tradition with something mystical, spiritual and a taboo. We now are embracing our identity in so many ways, even in hilarious bad hair day cover-ups under elegant doeks.. Frankly, it’s all about who we are, where we came from and where we are going. 

What’s changed? The internet.

Social media became the runway our aunties never had. Now, you don’t need approval from a fashion editor to be seen. You can upload, tag, and influence and that is exactly what women are doing. African style has become personal again. It’s no longer about impressing the world. It’s about embracing our real selves, bold in dramatic patterns and loud in vibrant colours. 

And let us be honest, this cultural revival isn’t just about clothes. It’s about power. When women choose to wear their heritage out loud, they are choosing visibility. They are choosing legacy. They are saying, “This is where I’m from, and I’m not shrinking it to make you comfortable.”

Who said you can’t slay in a doek? These queens are proof that wrapping your head doesn’t mean wrapping up your style, it’s the crown and the statement. So yes, wear that doek to brunch. Rock those beads at graduation. Pair that body-con with imbatata and let yourself glow. Reclaiming our style is about more than fashion. It’s about being rooted and radiant at the same time.

Let them stare. You look beautiful.