Purpose Outlasts Popularity: A Producer’s Perspective on Authenticity, Sustainability, and Legacy
by Andiswa Manxiwa
When the lights dim and the music rises, a fashion show becomes more than a showcase of apparel, it becomes a statement. Every detail, from lighting to model lineup, tells a story about who we are and how we wish to be seen. As a producer, I make deliberate choices that frame African fashion as sophisticated, innovative, and world-class. Having worked across platforms like Naomi Campbell’s Fashion for Relief and African Fashion International’s Fashion Weeks, I’ve learned to merge global production standards with an African point of view. The balance of excellence without losing authenticity is what makes the world sit up and pay attention.
African fashion is not a trend — it is the pulse of creativity, craft, and culture that continues to redefine luxury on our own terms. Yet, true sustainability in our industry lies not only in fabric choices or design innovation, but in people. Over the years, I have seen immense talent disappear simply because they lacked the tools, networks, or confidence to endure. That is why every show I produce strives to balance opportunity — pairing established names with fresh talent. In doing so, we are not just staging a runway for a season; we are building resilient ecosystems that can last for decades.
My journey into production began behind the runway. After years of modelling across continents, I realised that walking was only a chapter in the larger book of storytelling. Under the mentorship of Jan Malan, I learned the mechanics of production — from fittings and music selection to choreography and stage design. What once seemed like starting from scratch became a masterclass in creative direction. The truth is, this path has tested me countless times. It demands persistence, consistency, and an uncompromising standard of excellence. Today, I channel those lessons into every show I curate, always with legacy in mind.
This season, that legacy continues with Fashion Without Borders in Botswana and Zim Fashion Week under the theme “The New African Vanguard.” These projects reflect the industry’s ongoing evolution and its responsiveness to emerging trends. In my past work, I’ve always positioned African fashion weeks within a broader continental discourse — validating their growing importance in shaping how the world sees us. Production, in this context, isn’t simply technical; it’s narrative. It shapes the future of these platforms by drawing in design houses like Koki Kamala and Nola Black (Nigeria) — creatives who bring innovation and authenticity to every collaboration.
And in another full-circle moment, I return this year to the Miss South Africa stage as the official Runway Coach, after six years away. Having once been part of that stage as a model and producer, returning now feels deeply symbolic. Twenty-five years in fashion have taught me that craftsmanship and purpose walk hand in hand. My career has evolved from supermodel to show producer to mentor — and this new chapter with Miss SA is about guiding young women to stand tall not only in heels, but in confidence and intention.
My role as a producer has never been to give designers or models a voice as they already have one. My job is to amplify their stories with intention. Every casting, every rehearsal, every musical note and stage cue is designed to let authenticity shine. The world responds to that honesty — to Africa told in its own voice.
That same ethos fuels Strut With Andy, my mentorship and training programme for emerging models. Working with the next generation, including collaborators like Zozibini Tunzi, has shown me that representation is one of the most powerful drivers of sustainability. When young models see people who look like them leading and thriving, it creates a ripple effect of confidence and aspiration. Through Strut With Andy, I am investing in the next era of African fashion storytellers, cultivating a culture of care and excellence both on and off the runway.
Some of my proudest moments come from the overlooked stages — the spaces where creativity is pure and unfiltered. I often say that purpose outlasts popularity. For me, success is not about applause that fades when the lights go down; it’s about impact. It’s about the careers built, the doors opened, and the stories that continue to unfold long after the show ends.
As global fashion calendars increasingly feature African names, the world is beginning to recognise that our contributions are not seasonal — they are generational. My hope is that audiences don’t just see beautiful garments, but that they feel the heartbeat of a continent telling its story with purpose, authenticity, and love.
