A New Era of Style: Introducing AYANA

South Africa’s Most Exciting Womenswear Brand

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. “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.

Rooted in confidence, individuality, and effortless sophistication, the brand 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 you’re a working professional, a creative, or simply a woman who owns her style. She is a bold woman, 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 women

“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 debut collection that defines style

The debut collection embodies the brand’s ethos. They’re 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, they also offer matching footwear and accessories, ensuring a complete, curated look.

Save the date for AYANA

Mark your calendars: AYANA officially launches in 7 days, on 27 February 2025, with 32 stores across South Africa and an online store. Proudly part of the PEPKOR Speciality family—alongside established brands such as:

• Refinery
• SPCC
• Dunns
• 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, the fashion store is set to disrupt the industry. Draped with its distinct aesthetic and unwavering commitment to affordability, it’s making space for everyone. By bridging the gap between high-end fashion and accessibility, they ensure 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,” adds Konaye Dlatu, Social Media Strategist.