Sjava to perform at MaXhosa Africa’s first full Paris Fashion Week runway show - IOL

Multi-award-winning musician Sjava is set to bring his powerful stage presence to the runway as MaXhosa Africa makes history with its first full runway show on the official Paris Fashion Week calendar.

The South African luxury brand has long used its Paris presentations as a platform to showcase the connection between African fashion and music, with some of the country’s most exciting musical talents taking centre stage alongside its designs.

Now, the African luxury brand is bringing BET Best New International Act/Viewer’s Choice winner Sjava to its historic runway show.

Known for his commanding stage presence and memorable performance intros, Sjava is expected to add another layer of South African artistry to MaXhosa Africa’s Paris Fashion Week presentation.

The musician shared how much the brand means to him during the MaXhosa Africa Paris Fashion Week SS26/27 press conference, where he spoke about being part of what he described as a historic moment for South Africa and the continent.

“Thank you so much for having me be a part of an occasion like this; it's history in the making for me, for our country, continent,” Sjava said.

“A big thank you to Laduma, MaXhosa Africa, for making sure that we get to experience things like this, things that we always looked at as a dream and would never happen, but today here we are.

“We're part of something so big, so thank you so much. Thank you so much, everyone who's a friend of the brand, who supports the brand.”

Sjava also reflected on his longstanding love for MaXhosa Africa, revealing that his relationship with the brand goes back to its early days.

The “Uthando” hitmaker joked that, when the brand first launched, the only thing he could afford was its pins.

Now, he is hoping to add a MaXhosa Africa two-piece to his wardrobe.

Sjava described the brand as world-class and said it had proven its worth, becoming a label that many people aspire to own.

His appearance at the Paris Fashion Week show therefore represents more than just a musical performance, but also a full-circle moment for an artist who has supported the brand from its early days.

Sjava will perform at the MaXhosa Africa Paris Fashion Week Spring/Summer 2027 show on September 28, marking Day One of Paris Fashion Week.

After several attempts in July, MaXhosa Africa was officially approved by the Fédération de la Haute Couture et de la Mode (FHCM) to present a full runway show on the official Paris Fashion Week calendar.

The milestone comes during the brand’s 16th year and makes MaXhosa Africa the first South African brand to be approved to present a full runway show on the official Paris Fashion Week calendar.

The collection will feature 60 pieces and will reflect the luxury brand’s continued evolution, showcasing a distinctly African identity while appealing to audiences both on the continent and beyond.

Sjava’s performance continues MaXhosa Africa’s tradition of incorporating South African music into its international fashion showcases.

The brand’s previous Paris presentations have featured memorable musical moments, including a moving performance by Zawadi Yamungu captured near the Louvre Museum.

Maglera Doe Boy also delivered a standout performance of “Dor Do Povo”, followed by a viral dance moment with Robot Boii.

With Sjava now joining the lineup, MaXhosa Africa is once again placing South African music and fashion on an international stage, this time as it takes its biggest Paris Fashion Week step yet.