AYANA: The Bold New Force in South African Womenswear

South Africa’s fashion scene is about to witness a revolution. Enter AYANA, the country’s most exciting new womenswear brand, set to launch on 27 February 2025 with 32 stores nationwide and a sleek online presence. More than just clothing, AYANA is a movement—designed to empower women, redefine self-expression, and make fearless fashion accessible to all.

A Brand for the Bold

“AYANA is more than just a clothing brand—it’s a movement. Every woman should feel fearless in her fashion choices, and we’re here to make that possible, without breaking the bank,”

says Karla Roodt, Marketing Manager at AYANA.

At its core, AYANA embodies confidence, individuality, and effortless sophistication. Each collection is curated with a statement-making approach, seamlessly blending high-end aesthetics with affordability. Whether she’s a working professional, a creative, or simply a woman who owns her style, the AYANA woman is bold, unapologetic, and always ahead of the curve.

“AYANA is built for the bold, and I believe it will inspire women to step out and be unapologetically themselves,”

says Shona Bredenkamp, Operations Executive.

Fashion That Empowers

AYANA’s debut collection is a celebration of self-assurance and individuality. The range offers versatile pieces that transition effortlessly from day to night, featuring striking silhouettes, vibrant hues, and elevated wardrobe essentials. True to its “top-to-toe” approach, the brand also delivers matching footwear and accessories, ensuring a complete and curated look.

“Fashion isn’t just about what you wear—it’s about how it makes you feel. AYANA empowers women to embrace their style and express their authenticity with confidence,” says Sheri-Lee, Buying & Creative Manager at AYANA.

A Game-Changer in SA Fashion

Proudly part of the PEPKOR Speciality family—home to well-known brands like Refinery, SPCC, Dunns, and Tekkie Town—AYANA cements the group’s commitment to innovation and expanding South Africa’s fashion landscape.

By bridging the gap between high-end fashion and accessibility, AYANA is set to disrupt the industry, proving that every woman can embrace her personal style—without compromise.

“I’m beyond excited for the AYANA launch. The team has poured their hearts into this brand, and we can’t wait to share the campaigns and see how it connects with women everywhere,”

says Konaye Dlatu, Social Media Strategist.

Content Creator Lerato Selamane echoes the sentiment:

“AYANA gives women the power to express their true selves through fashion. It’s a brand that speaks to who women are today.”

Countdown to Launch

With just 10 days to go, the countdown to AYANA’s arrival is on. Whether in-store or online, fashion lovers across South Africa are set to experience a brand that celebrates confidence, self-expression, and bold individuality.