Sheli Masondo is weaving stories through fashion and film

Fashion has always been more than fabric and trends for Sheli Masondo. It has been a language, a vessel for storytelling and a bridge between history and contemporary culture. Growing up in Zola, Soweto, she discovered early on that clothes carried stories. Today, she is one of South Africa’s most celebrated costume designers, with a career that has seen her collaborate with global icons like Beyoncé, while also grounding her work in deeply African narratives.

GLAMOUR: Can you share how your journey in fashion and costume design began? Was there a defining moment that set you on this path?

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Sheli Masondo: My journey began long before I even knew what costume design was. Growing up eZola, Soweto, I would lean against the concrete fence of our home and watch people walk past, coming from work, church, shebeens, jogging, or simply strolling. What I saw wasn’t just clothing; I saw stories walking. Later, after fashion design academy, I realised that storytelling through costume was what made me come alive. So when an art director approached me to join the film industry, I felt both excited and challenged. Over time, I grew to love the art of styling characters in film and television.

Sheli Masondo, The woman redefining what African authenticity looks like on screen. Image: Supplied

GLAMOUR: Who or what were your biggest influences when you were first starting out?

Sheli Masondo: One of my earliest influences was the groundbreaking TV series Yizo Yizo. It told authentic stories from an African perspective, gritty, raw, and visually powerful. Watching it, I realised how costumes could add depth to storytelling and reflect the realities of our people. It shaped the way I thought about representation and inspired me to contribute to narratives that feel both real and unapologetically African.

GLAMOUR: You are the official costume designer for the award-winning Shaka Ilembe series. Tell us, how did that come about?

Sheli Masondo: I was invited by Bomb Productions’ producers and the production designer to join them on the research and costume design journey. It was an incredible opportunity to merge my passion with a project that demanded both cultural accuracy and creative vision.

GLAMOUR: Shaka Ilembe features historical and cultural storytelling. What was your research process to create authentic and compelling costumes?

Sheli Masondo: The research began online, but it quickly evolved into something deeper. We immersed ourselves in studying traditional garments, beadwork, and symbolism from various African cultures. Every detail mattered, from the materials and textures to the craftsmanship. Through my work, I want to show the depth, specificity, and innovation that exists in our traditions.

Sheli Masondo on set for Shaka Ilembe. Image: Supplied

GLAMOUR: How did you balance historical accuracy with creative interpretation in your designs?

Sheli Masondo: For me, it was always about respect first. Historical accuracy gives the work credibility and roots it in truth, but I also had to remember that we are making television, so the costumes must carry emotion and help the story breathe. I leaned into extensive research, but I never allowed it to cage me. Instead, I asked myself: What is the essence of this moment in history, and how can costume bring that to life on screen? That’s where creative interpretation enters, through textures, silhouettes, and storytelling details that connect the past with the present while still honouring the ancestors.

Sheli Masondo at the premiere of Shaka Ilembe season 2. Image: Supplied

GLAMOUR: What challenges did you face as you navigated the South African fashion and film industry, and how did you overcome them?

Sheli Masondo: One challenge that stood out for me was how fashion often felt like it was dictated to people, trends imposed, beauty standards forced. But in film, I discovered a freedom I loved. There is no ugly or beautiful, only truth. Film celebrates texture, grit, individuality, and representation. Once I embraced that, I stopped worrying about conforming to trends and instead focused on authenticity. That shift helped me find my unique voice as a designer.

GLAMOUR: You’ve worked on Beyoncé’s Black Is King and won two SAFTAs. How did these milestones shape your career?

Sheli Masondo: Black Is King was groundbreaking for me. Being handpicked by Beyoncé’s team as a stylist gave me the chance to showcase the spectacular work of Southern African designers and our heritage through indigenous craftsmanship — from Nguni, Dogon, and Himba cultures. Then came How to Ruin Christmas on Netflix, which was equally special but in a different way; it celebrated contemporary South African “Dezemba” culture. It was a fun project, with costume playing a lead role in expressing comedy and Kasi fashion culture. And of course, seasons one and two of Shaka Ilembe have been mind-blowing, the costumes transport viewers through time, placing our heritage on global stages. To have that work recognised with an International Septimius Award feels both humbling and affirming.

GLAMOUR: Looking back, which project are you most proud of and why?

Sheli Masondo: I’m proud of many projects, big and small. Right now, Shaka Ilembe feels deeply personal. This journey feels curated by the ancestors themselves, and my role is simply to honour them through costume. Every stitch feels guided, and that’s what makes me proud.

GLAMOUR: You’ve presented your work at international platforms like San Diego Comic-Con, where you were a panellist. How does it feel to share local fashion with a global audience?

Sheli Masondo: It was surreal and deeply affirming. To sit in front of a global audience and present our stories, our artistry, and our heritage on a platform that usually celebrates superheroes was powerful. It reminded me that African creativity has always been heroic. Sharing the stage at Comic-Con meant our culture was not just being consumed but also celebrated and respected. I felt like I was carrying my community, my ancestors, and every artisan who contributed to our craft with me.

Sheli Masondo presenting her work at Comic-Con. Image: Supplied

GLAMOUR: What does fashion mean to you, beyond its visual appeal?

Sheli Masondo: Fashion is a language. It is how we announce who we are, where we come from, and sometimes, where we dream of going. Beyond beauty, it is memory, it carries the weight of heritage and the whispers of our ancestors. I don’t just see a garment; I see the stories, the hands that crafted it, and the cultural codes it communicates. It is identity and expression woven into cloth.

GLAMOUR: How do you see your work influencing perceptions of African fashion in film and pop culture?

Sheli Masondo: I think every project is a chance to reframe how Africa is seen. Too often has African fashion been reduced to clichés or generalised aesthetics. Through my work, I want to show the depth, the specificity, and the innovation that exists in our traditions. When viewers see Shaka Ilembe or Black Is King, they are not just seeing costumes, they are witnessing Africa’s sophistication, craftsmanship, and timeless style. I hope my work contributes to a global understanding that African fashion is not a trend; it is a legacy.

Sheli Masondo on set with South African musician, Msaki. Image: Supplied

GLAMOUR: In your view, how is African fashion evolving, and what excites you about its future?

Sheli Masondo: African fashion is evolving in the most exciting ways. Designers are confidently blending indigenous knowledge with futuristic visions, creating a dialogue between past and present. We are no longer waiting for validation from the West, instead, the world is turning to us for inspiration. What excites me most is seeing young designers who are fearless, whether they are reimagining beadwork, experimenting with sustainability, or taking traditional silhouettes into modern streetwear. The future of African fashion feels boundless because it is rooted in authenticity.

GLAMOUR: What advice would you give to designers or costume artists looking to break into the industry?

Sheli Masondo: My biggest advice is to be patient and to be curious. This industry requires resilience because it will test you, but if your purpose is clear, you will find your place. Research constantly, because knowledge of culture, history, and technique will make your work powerful. Don’t be afraid of small projects, they teach you discipline and resourcefulness. Finally, always remember that your gift is not just about clothes

Article appeared on GLAMOUR's November '25 "Power Women" themed issue. OUT NOW in stores