Updated: Jul 4, 2020

prime obsession south african fashion designers


Designers and visionaries Shelley Mokoena and Keneilwe Mothoa are the founders of the brand Prime Obsession. From humble beginnings selling thrift clothing on Instagram, this duo is taking the South African fashion scene by storm with their fresh minimalist designs.

Launched in 2014 as a result of their mutual design interests, Prime Obsession quickly caught the interest of the general public and top publications like Vogue, which in turn caught the eye of notable international brands such as Calvin Klein as well as many local brands like Country Road and Woolworths.

These young women have showcased their designs at Mercedes Fashion Week, South African Fashion Week and the 2018 Design Indaba Festival. They continue to gain momentum both locally and internationally and have opened their first store in Newtown Johannesburg, thus fulfilling their dream of being able to contribute to job creation for youths in South Africa.

With their structured monochrome aesthetic, their bold and interesting designs are changing the look of South African fashion. This is what we call black girl magic.