Marketing & Media jobs
- Receptionist - Half day Maitland
- Content Creator Cape Town
- Facilitator - Boost with Facebook Johannesburg
- Team Lead - Cold Caller Maitland
- Senior Designer Johannesburg
- Sales Representative - Printed Cartons/Packaging Johannesburg
- Communications Manager - Publications/Content Johannesburg
- Digital Marketing Intern Knysna
- Growth/Digital Marketing Manager Johannesburg
- Content Creator Cape Town
#DI2020: How Sho Madjozi brought traditional Tsonga xibelani into 2020
View this post on Instagram
What a two punch combo to kick off the 25th @designindaba! Founder @ravinaidooatlarge and the CEO of South African Tourism open The Department of Audacious Projects – a call for big, creative ideas to bring change to SA through tourism (because #DesignIndaba needs to be more than “a whinge over a cappuccino”) and Sho Madjozi takes the stage with her history of xibelani (traditional dress), a fashion show, music and dance! Are you here this year? Tell us what you think... #shomadjozi #DI2020 #25yearsofDI
Sho Madjozi is a powerhouse. From the moment she burst on stage, shoulders bopping and hips swinging in her now-iconic xibelani, the audience was captivated, laughing along from her ‘this is my personal photo album history of xibelani through the ages’ start to John Cena ‘chi chi chi’ end.
During an interview on The Ellen Show on Monday, host Ellen DeGeneres got John Cena to do the #johncenachallenge...
Shereesa Moodley 3 Oct 2019
So much so that MC Lebo Mashile’s introduction pronounced Madjozi as “storyteller, important thinker of her generation and fantastic person overall. In fact, I’m not sure she’s a person; she’s a phenomenon!”
Roots: From hair to culture
There’s truth to this statement, as Madjozi’s responsible for the rainbow of purple, yellow and blue braids favoured by South African school girls on their school break.
But Madjozi went beyond hair in her talk to speak of the roots of Tsonga culture, especially the xibelani skirts she’s creating demand for, kicking off Design Indaba’s silver jubilee celebration in an explosive way.
"Hello Cape Town, how're you doing?" Design Indaba's 25th edition held fast to the motto of changing the world through creativity, with the introduction of the Department of Audacious Projects 'think tank do tank', headed by 'minister' Ravi Naidoo...
Leigh Andrews 26 Feb 2020
She started off by showing the trailer of the ‘History of Xibelani’ video she’s been working on for a while now:
Culture-rich movie moves
A work in progress, it’s a fascinating glimpse at daily life that showcases the importance of colour and shape in the traditional skirts, and how they’ve been made from all manner of materials through the ages, from grass to maize-meal bags and the now-popular wool, though there wasn’t always choice involved – it was often the only clothing item owned.
She showed a picture from the 1800s, where the item resembled a cloth tied around the waist with a rope – often without a top. This was referred to as ‘clothes’.
Rapper, singer, songwriter and actress Sho Madjozi has been blazing a name for herself in the past few months. We got in touch for the tail-end of Women's Month to chat new sounds, equality in the industry and Ru Paul's Drag Race...
Ruth Cooper 28 Aug 2019
Madjozi’s reasoning for bringing the item to the forefront of culture is thus:
If we only wear it on special occasions, who are we the rest of the time?Madjozi has succeeded in bringing this traditional item to the local and even global radar, and admits she’s been answering the question of why she’s wearing what she’s wearing for a while now.
The hashtag #JohnCena was trending on Twitter on Thursday following South African artist Sho Madjozi announcing that her "John Cena" single hit one million views on YouTube.
Shereesa Moodley 23 Aug 2019
The first time she appeared in public as her Sho Madjozi persona she was wearing one, and she admits there was already a lot of hullabaloo at the time. But the xibelani is a way to accentuate the figure, which has been the way of female fashion forever.
What interests Madjozi in this regard is the public vs private nature of the garment, and what it means for women navigating patriarchy today.
In an informal onstage fashion show, Madjozi had models demonstrate the xibelani’s evolution through the years.
Hidden shapes, layered fashion
She also featured the dovani, usually only worn in the house as an undergarment to the xibelani to help create the shape. It’s rare to find images of this as they are not worn in public.
Madjozi included a male ‘ramp model’ to show that drag was also quite normal in Tsonga culture.
Xibelani made of sacks could be quite bulky, but the form of xibelani that most serves as a status symbol is the dignified beaded tinguvu, around since the early 1900s and still seen as a symbol of wealth and status.
These are usually made from dark, woven cloth adorned with white beads that make them both heavy and expensive. A prized possession, these are gifted on wedding days or for initiation, as they are very time-consuming and expensive to make.
On being loud, taking up space and democracy
The wool xibelani are loud, taking up space and democracy as they emerged after the end of apartheid. These are lighter to wear, cheaper to make and the most iconic form of xibelani to Madjozi as this is the era she grew up in – some were so big they had to be carried on top of the car to the ceremony!
As part of Edgars' refreshed branding strategy, the department store chain is collaborating more with South African creatives. The recently released Sho Madjozi Collection is one of the fruits of the approach...
4 Jan 2019
From then, fashion moved from the wool xibelani to the one most recognised today, the xilemba. This Is the xibelani of today.
Usually bought ready-made, these easily contain 10m of material, pleated together and needing to be unraveled when washed, “as no washing line is long enough".
Xilemba are preferred for the street bash competitions popular in Johannesburg townships and a village version that moves around Limpopo.
And this is the context in which Sho Madjozi emerges: A young person who has taken on this ancient clothing item and uses it in her art.
It’s not an African idea to cover up the body, but the xilemba says, 'I have the right to dress colourfully and lightly, without losing my tradition.'Past and present well-explained, Madjozi said “Culture has always evolved, to stay alive.” She envisions the future of the xilemba as part of a carnival festival, putting Limpopo on the map. We shouldn’t aim to museum-ify traditional items: We should always be open to change, in keeping cultue alive.
Madjozi ended her session with a live performance of ‘John Cena’, which had the early-morning crowd on its feet. “Chi chi chi, Sho Madjozi!”
View this post on Instagram
CHI! CHI! CHI! CHI! @shomadjozi’s bringing her vibe to #DI2020, so book now to hear the #BET award-winning muso. Click on the link in our bio. Bring your friends and colleagues to witness one of South Africa’s youngest and most influential artists take to the Design Indaba stage. #DesignIndaba #25yearsofDI #shomadjozi #limpopochampionsleague #rap #music #live #investinyourself