Africa's talent. Picture: Supplied.
“What we wear. What we do. What we listen to. Let them watch. We’ll show them.” 

The latest campaign highlights the fact that all eyes are on Africa as a global trendsetter and creative hub. Whilst showcasing key winter must-haves, Show Them has a narrative that challenges some long-held beliefs by showing the world who Africa really is.

The ad spot was created by celebrated South African creatives Lebogang Rasethaba and Zandi Tisani – a dynamic directing duo – who used the opportunity to showcase fashion in SA in a way no-one else has been able to. Various authentically South African scenarios take the viewer on a journey that attests to Africa’s position in the global cultural atmosphere. 

This is perhaps best encapsulated by the scene in a hair salon: women watch on TV as a famed American actress is shown with a distinctly African ‘do’. The accompanying dialogue? “They’re watching us.”

Klyne Maharaj, Head of Brand at – says the brand has always championed African artists and entrepreneurs through its content, “Our blog, The Way of Us”, is especially well known for showcasing South African movers and shakers. 

“The purest expression of this is the Superbalist 100, which is our annual, crowd-voted list of SAs biggest up and coming game- changers from tech to film.
In practice almost all our content creators are young South Africans - take Lebo and Zandi for instance, the creators of our latest commercial. They’re a great example of how we maintain our & ;for us, by us & philosophy.”

It's Africa's time. Picture: Supplied. 

From futurism, minimalism, dandyism and the celebration of African hair to emerging designers Rich Mnisi and Celeste Arendse, Basson says Africa hasn’t even skimmed the surface of its potential.

For Superbalist, it’s about giving a voice to this. The brand contextualises cutting-edge, off-the- catwalk global styles in an authentically South African way. What makes it unique is that unlike any other retailer on this continent, it has been built on a close relationship with the movement of youth culture and the creative ambassadors championing those movements.

Africa's finest looking fly. Picture: Supplied. 

Show Them airs from 23 April to 3 June and showcases some of the best winter fashion must-haves currently available on the site for those wishing to celebrate Africa and ‘Wakanda’ their wardrobe.