South Africa reacts to MaXhosa ‘custard spill’ at Paris Fashion Week

African heritage on the global stage, made headlines during Paris Fashion Week, but not solely for its autumn/winter 2026 collection Siyi’Kulture. The brand’s runway presentation incorporated a cultural performance element featuring South African dancer Robot Boii, where a dessert known as Ultra Mel (often referred to simply as custard) was poured onto the runway as part of a skhothane‑inspired performance, an urban dance and fashion subculture known for dramatic, symbolic gestures.

@ssircharless Energy at the Maxhosa Africa Siyi Kulture A/W26 Collection Showcase 🔥🇿🇦 #parisfashionweek #maxhosaafrica #paris #southafrica ♬ original sound - Jordan

The intent, according to MaXhosa, was to fuse different South African cultural references into the show’s concept. The brand described Siyi’Kulture as “a blend of cultural and subcultural references from mainly South Africa and some parts of the African continent,” linking rhythm, movement and traditional influences in its creative direction.

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Brutal Fruit Sprizer’s elegant 500ml Grand Luxe bottle’s Spectacular Design and Glamour with Maxhosa in Paris

However, the moment quickly went viral online and sparked divided opinions among South Africans. Some viewers praised the bold artistic choice and MaXhosa’s continued efforts to elevate African cultural narratives on a major global stage. Others were sharply critical, describing the custard‑pouring act as inappropriate or out of place for a prestigious runway event. Comments on social platforms included sentiments such as the stunt being “embarrassing” or not aligning with the brand’s identity.

Whether seen as a creative cultural fusion or a bewildering misstep, the incident ignited a lively debate about cultural expression, fashion innovation and the boundaries of performance art in one of the world’s biggest fashion weeks.

Here are some reactions from X:

Embracing our culture on a global stage. I couldn’t be more proud😂 pic.twitter.com/ytnNrsA2zd
— Lethabo Mohapi (@Dj__Stibo) March 9, 2026

Yho, the custard stunt at Paris Fashion Week, Ke embarrassed.
— Tlalane (@tlalane) March 9, 2026

Whoever came up with this idea must be called to account at the Madlanga Commission of inquiry👀. What do they expect the international audience to learn or enjoy from this? This is beyond embarrassing. Doubt even Don Dada would've done this. Some things are better left at home.

— ⚽️Big Balls🏀 (@SQ_Gunner) March 9, 2026

My only qualm is that they are doing it on the carpet, otherwise everyone in that room should be drenched in Ultramel if they were serious https://t.co/hGmxCbYymE
— Mfumo Bamuza (@Mfumo_B) March 10, 2026

Good to pay tribute to South African sub-cultures , but get the original people to do it it does not look properly executed. https://t.co/hV9iyoscfy
— Sne Zulu (@snezuluh) March 9, 2026

Iskhothana is it really that big of a thing in SA ? like do we celebrate izkhothana to a point of pulling of the theme at fashion week, educate me somebody ?? https://t.co/zxeDaDQBEa

— LanaN (@JustNikoB) March 9, 2026