Wedaad Lima on fashion, motherhood and marketing G-Star Africa

From Singapore's retail floors to Cape Town's creative studios, Wedaad Lima's career has been built on one instinct: finding the local pulse inside a global story. As Head of Brand & Marketing for G-Star Africa, she's spent the past few years reshaping how a Dutch denim brand speaks to South African culture — leaning into homegrown talent, from jazz pianist Nduduzo Makhathini to stylist Trevor Stuurman, and turning campaigns into genuine cultural moments rather than one-off activations. But her story goes beyond the boardroom. A mother of two girls, she's candid about redefining what leadership and "having it all" really look like, and counts her daughters among her proudest achievements, right alongside a career that's spanned continents and global brands. In this Q&A, she talks career pivots, what premium denim is really worth paying for, balancing motherhood with a demanding career, and why she believes the world is finally looking to Africa for inspiration instead of the other way around

Glamour: Tell us about your career journey and how you came to your current role.

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Wedaad: I’ve spent more than 14 years in fashion and retail marketing, including five years as Regional Head of Marketing for Essilor Luxottica’s retail business in Southeast Asia, based in Singapore, working across brands such as Sunglass Hut, Ray-Ban and Spectacle Hut. That experience taught me how differently consumers respond to brands across markets, and how to keep a global identity relevant without losing its meaning. It also strengthened my ability to lead across cultures, collaborate with international teams and, importantly, turn brand strategy into experiences that feel local.

When I returned to South Africa from Singapore in 2022, joining G-Star felt like a natural next step. It’s a brand with such a strong point of view, and I’ve always been drawn to brands that have something to say and aren’t afraid to challenge convention. Coming back also meant stepping into an industry I’d been away from, but the relationships were still there. People whose work I trusted and who trusted mine. We could rebuild from that rather than starting from zero, and that groundwork made a real difference in stepping into this role.

Today, I lead Brand & Marketing for G-Star Africa, working closely with our global teams to bring that vision to life in our market.

G: How do you bring a global brand to life in Africa?

WL: One of G-Star’s strengths is having such a clear global creative vision. Our global team sets a strong direction for the brand, and our role locally is to interpret that vision rather than simply reproduce it.

We look at what’s happening locally, the people shaping conversations and the different communities we’re connected to. We then look at where those worlds can naturally intersect with the global G-Star story.

It’s not about changing the global idea. It’s about finding the local expression of it. That’s where working with South African photographers, artists, musicians, designers and other creative voices becomes really important.

The most important question with every campaign is: how do we bring this to life in a way that resonates with the local market?

Wedaad Lima photographed by Shezan Waggie

G: What makes South Africa different from Europe when it comes to fashion and culture?

WL: I think the direction of cultural influence has shifted. Africa is no longer simply looking outward for inspiration. The world is looking to Africa for music, fashion, art, design and new ideas.

You see it in the global influence of African artists, musicians, designers and creatives, who are shaping international conversations while staying true to where they come from. South Africa has a particularly distinct voice within that, with a creative culture that continues to evolve.

That has a natural connection with G-Star. The brand has always been about individuality, challenging convention and seeing things differently. There is a strong connection to the creative energy coming out of Africa, and an opportunity to bring those perspectives into the brand in an authentic way.

G: For many young people working for a brand like G star would be a dream come true. What advice would you give aspiring marketing professionals to help set themselves apart?

WL: “Build a habit of learning and connect creativity to commercial results. Marketing changes constantly, so curiosity is essential.

Understand data and trends, develop your creative thinking and, importantly, learn to connect an idea to the business.

I’ve also spent many years working in retail, including starting out as a sales associate, and I think that experience has given me the ability to look at a business from a 360-degree perspective. That practical understanding helps me connect brand thinking to real sales drivers.

And for young women coming into the industry, trust your own approach over other people’s definitions of strength. Earlier in my career, I was often told I needed to be more assertive. There’s probably some truth in that, but what has carried me further is relationships: listening carefully, staying curious and bringing people into the process instead of trying to have every answer.

Being a woman in corporate leadership can sometimes mean navigating expectations around how you should show up. I’ve learnt that you can be assertive and still be respectful, and that you don’t have to change who you are to lead effectively.”

G: What makes premium denim worth the investment?

WL: Premium denim comes down to the details: the quality of the fabric, the construction, the fit and the design. But there’s also something more personal about a great pair of jeans. The right pair becomes part of your wardrobe and develops character the more you wear it.

That’s particularly true of G-Star. Denim has always been at the heart of the brand, and we’ve never been afraid to approach it differently, whether through construction, proportion or fabric innovation. The aim isn’t to create something that feels relevant for one season, but a piece with enough character to become part of your personal style for years.

G: What do you look for when choosing tastemakers to work with?

WL: Talent comes first. We look for people who are genuinely exceptional at what they do and have a strong point of view, whether that’s music, fashion, art, design, photography or another creative discipline.

The best partnerships aren’t simply about someone wearing the product. They happen when there’s a natural connection between their world and the brand, and when they can bring something of their own perspective to the story. That’s when a collaboration starts to feel cultural rather than commercial.

G: What can we expect from G-Star over the last four months of the year?

WL: We’ll continue to explore what denim means through a local lens.

We’ll also be celebrating one of our heritage pieces in a special way, so watch this space.

We’re focused on creating experiences around the product, not simply launching products. Alongside that, we’ll be introducing new seasonal collections that continue to push design and innovation, this time with a strong focus on our women’s collection.

And then there’s G-Star Shape, which is already in market and something that means a lot to us locally. We created it with South African women in mind, designing around fit, comfort and movement. It’s been brought to life by our local team, Kate Wallace and Andrew Ross, working closely with our global team, with input from friend of the brand Jamie-Lee Domburg. It’s genuinely rewarding to see that work now reaching women in market.

G: Working for G-Star, what are some of your favourite pieces, and where should someone start if they’re new to the brand?

WL: A great pair of G-Star jeans is always at the top of my list, with the Bowey and Contour as my personal favourites, both great wide-leg and barrel options.

When it comes to jackets, you really can’t go wrong with a timeless denim jacket, and the Dakota is a winner. And honestly? A G-Star bomber is an absolute must-have, a little more statement-driven, with that distinctive G-Star attitude.

If you’re buying G-Star for the first time, start with a great pair of jeans and build from there. The beauty of denim is that the right pieces become part of your personal style, rather than simply following a trend.

G: Lets pivot slightly, you are a Mom, how do you balance motherhood and a demanding career?

WL: I don’t think I’ve ever found a perfect balance, and I’ve stopped trying to. There are periods when work needs more of me and others when my family does. It’s really about being present and making the most of the time I have.

I’m very lucky to have a husband who is incredibly supportive. We work as a team. When he’s away or has a demanding period, I step in, and when my work gets intense or I’m travelling, he does the same. That partnership makes a huge difference.

I’m genuinely passionate about what I do and feel very grateful for the journey I’ve had. Every experience, good or not-so-good, has shaped me into the professional I am today. I enjoy the challenges and I’m still excited by what I do.

I have two girls, five and ten, and I’m very conscious of the example I’m setting for them. They see a mum who works hard because she’s passionate about what she does. My ten-year-old is already incredibly creative, so where appropriate, I bring her into little parts of my world. She’ll come along on a prep day or sit next to me while I’m working on a presentation and ask questions about what I’m doing.

I want my girls to know that you don’t have to choose between having a career, being a mother and having a life outside of both. It may not always look perfectly balanced, but with the right partnership, it can coexist.

G: How do you make time for yourself?

WL:I try to make space for the things that help me switch off and feel like myself outside of work and family. Sometimes that’s a yoga or strength class when I have the time, but it’s not something I’m rigid about.

I also really value time with my friends. Sometimes it’s a chilled evening at home with lots of laughs, and sometimes it’s a night out. Those moments of stepping away from work, having a laugh and being around people I love are a big part of how I recharge.

G: What would you say is your greatest achievement?

WL:My daughters will always be my greatest achievement. Everything else sits alongside that.

Professionally, I’m proud of the journey I’ve had. I’ve had the opportunity to work with incredible global brands and teams, build my career in Southeast Asia and now lead Brand & Marketing for G-Star Africa.

I’m also proud of becoming comfortable with who I am as a leader. There can be a lot of expectation around what leadership is supposed to look like, particularly for women in corporate environments. I’ve learnt that there’s more nuance to leadership than simply being the most assertive person in the room. Staying true to your values, listening to others and knowing when to lead from the front or bring people with you are all part of becoming a more grounded leader.

G: What do you hope your daughters learn from watching you?

WL:My late mother taught me a lot about resilience and hard work, and I think those are values I want to pass on to my girls.

I want them to understand that you can work hard for something while still making space for the people and things that matter to you. That you can be ambitious, kind, assertive and respectful at the same time.

I hope they see a mother who embraces challenges, keeps learning and enjoys what she does. Most importantly, I want them to grow up with the confidence to create their own path, trust their instincts and pursue what makes them happy.

G: What are some of your favourite places you’ve travelled to?

WL:Travel has been a big part of both my personal and professional life, so it’s difficult to choose just one.

For work, Paris will always stand out. There’s something about being there through a fashion and brand lens that makes it particularly inspiring.

Personally, Bangkok has a very special place on my list. I love the energy, the food, the contrast between old and new, and the fact that there’s always something happening. Bali is a close second. I love the slower pace, the natural beauty, the food and the way it gives you space to switch off and reconnect.

What I value most about travelling is the perspective it gives you. Being somewhere unfamiliar, experiencing a different rhythm of life and seeing how people create, live and express themselves inevitably shifts the way you look at your own world. I always come back feeling energised and inspired. There’s something about stepping away from your usual routine, being somewhere new and experiencing a different pace of life that gives you a fresh perspective. It’s a chance to switch off, take things in and come back feeling refreshed.