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For fashion designer Loice Nkundlande, fashion has always been about more than beautiful garments. It is about identity, storytelling, and creating pieces that reflect the richness of African culture in a modern way.
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The Soweto-born creative has steadily built a name for herself in South Africa’s fashion industry, combining couture craftsmanship with a contemporary vision of African luxury. From her early days sketching at school to winning one of the country’s top emerging designer accolades, her journey has been shaped by creativity, determination and a clear sense of purpose.
A creative journey that started in the classroom
Nkundlande grew up in Protea Glen, Soweto, before her family later moved to Naturena. She attended Zodiac Primary School in Lenasia and completed her primary education at Naturena Primary School. It was during her years at Sandown High School that her artistic talent began to stand out.
Reflecting on those formative years, she said, “That was where I began to understand that creativity was not just something I enjoyed, but something that formed a strong part of who I was.”
She later enrolled at Tshwane University of Technology, where she earned a bachelor’s degree in fashion. The experience helped her develop both the creative and technical skills needed to succeed in the industry.
Over the years, she gained experience across manufacturing, garment construction, sales and couture, building a strong foundation for the career she has today.
The award that changed everything
A major turning point came in 2024 when Nkundlande was named AFI Fastrack Young Designer of the Year. The recognition did more than add a title to her résumé. It strengthened her belief in her creative vision and opened doors within the industry.
“Winning the AFI Fastrack Young Designer of the Year award was a defining moment in my career,” she said. “It affirmed that my voice as a designer had a place within the South African fashion industry and gave me the confidence to pursue my creative vision with greater conviction.”
Following the win, she joined Nala Privé, where she has continued to refine her understanding of African luxury, craftsmanship, and design leadership.
Finding power in simplicity
Nkundlande says her design philosophy has evolved significantly since launching her label, Lo’Ice. What began as a deeply personal and expressive approach has grown into a design language that balances creativity with commercial relevance.
One of the biggest developments in her work has been the use of draping, which she considers a defining element of her recent designs.
“The draping created for the Mrs South Africa intro video became a defining moment for me because it demonstrated how fabric movement, body placement, and silhouette can communicate power without needing excessive embellishment,” she explained.
Today, she focuses on creating garments that combine elegance with practicality.
“My philosophy today is about balance, art with function, heritage with modernity, and couture detail with real women’s lives. Every design must have presence, movement, and meaning.”
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Telling African stories through fashion
African culture remains central to Nkundlande’s creative process.
“I am inspired by African identity in its many forms, our landscapes, traditions, architecture, craftsmanship, textiles, and the people who carry these stories forward every day,” she said.
Rather than reproducing culture exactly as it exists, she aims to reinterpret it through contemporary design, adding, “My goal is never to recreate culture literally, but to reinterpret it through silhouette, craftsmanship, and storytelling.”
Themes of memory, legacy, and heritage often influence her collections, helping her create work that feels both rooted in tradition and relevant to modern audiences.
Her take on Hollywoodbets Durban July’s ‘Country Allure’ theme
As South Africa’s fashion industry prepares for the Hollywoodbets Durban July on 4 July at the Hollywoodbets Greyville Racecourse, Nkundlande sees this year’s theme, Country Allure, as an opportunity to celebrate heritage through a contemporary lens.
“For me, Country Allure is about celebrating the beauty of the countryside through a refined and contemporary lens,” she remarked. “It is not about costume or nostalgia, but about translating rural inspiration into modern luxury.”
She envisions rich earthy tones, textured fabrics, sculptural silhouettes and elevated craftsmanship coming together to create a uniquely South African interpretation of luxury fashion.
A vision bigger than fashion
For Nkundlande, the ultimate goal extends beyond creating beautiful garments. She hopes her work helps shift perceptions about African fashion and highlights the continent’s ability to produce world-class luxury design.
“I want people to see that African fashion is sophisticated, innovative, and world-class,” she shared. “Our stories deserve to be told with the same level of craftsmanship, luxury, and artistic excellence seen anywhere in the world.”
Through every collection, she hopes to inspire pride in African heritage while contributing to the future of fashion on the continent and beyond.
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