INTRODUCING AYANA: Redefining South African Womenswear with Bold, Accessible Fashion

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A new era of style is here. AYANA, South Africa’s most exciting womenswear brand, is set to make waves with its fearless, fashion-forward designs—crafted to empower women and redefine self-expression.

Rooted in confidence, individuality, and effortless sophistication, AYANA was created to revolutionise South African fashion—one statement-making piece at a time. The brand delivers daring yet timeless designs, 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.

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

The debut collection embodies the brand’s ethos, offering a thoughtfully curated range of versatile, statement-making pieces designed to transition effortlessly from day to night. From striking silhouettes and vibrant hues to elevated wardrobe essentials, every piece is crafted to inspire self-assurance and individuality. True to its “top-to-toe” approach, AYANA also offers matching footwear and accessories, ensuring a complete, curated look.

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Mark your calendars: AYANA officially launches on 27 February 2025, with 32 stores across South Africa plus an online store. Proudly part of the PEPKOR Speciality family—alongside established brands such as Refinery, SPCC, Dunns, and Tekkie Town—AYANA reinforces the group’s commitment to innovation and expanding South Africa’s fashion landscape.

With a bold vision to lead South African womenswear, AYANA is set to disrupt the industry with its distinct aesthetic and unwavering commitment to affordability. By bridging the gap between high-end fashion and accessibility, AYANA ensures that every woman can embrace her personal style—without compromise.

“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.