The multi-award-winning musician Sjava will present his vibrant stage presence at the MaXhosa Africa show during Paris Fashion Week SS26/27, which will take place on September 28, 2026.
The South African luxury brand has long used its presentations in Paris as a platform to demonstrate the connection between African fashion and music, inviting the country's brightest musical talents onto the stage alongside the collections.
Now, this African luxury brand is inviting Sjava, who holds the BET Best New International Act/Viewer’s Choice award, to its historic show.
Known for his commanding stage presence and memorable opening numbers, Sjava is expected to add another layer of South African artistry to the MaXhosa Africa presentation at Paris Fashion Week.
During the press conference for MaXhosa Africa Paris Fashion Week SS26/27, the musician shared how much this brand means to him. He called it a historic moment for both South Africa and the entire continent.
Sjava stated: 'Thank you so much for allowing me to participate in such an event; this is history being written for me, for our country, for the continent.' He also thanked Laduma and MaXhosa Africa for the opportunity to experience something that once seemed like an unattainable dream.
From MaXhosa badges to the dream of a two-piece outfit
Sjava also reflected on his long-standing affinity for MaXhosa Africa, revealing that his acquaintance with the brand began in its early days. The hit performer of 'Uthando' joked that at the time of the brand's launch, the only thing he could afford were its badges.
He now hopes to acquire a two-piece MaXhosa Africa set for his wardrobe. Sjava described the brand as world-class, noting that it has proven its worth by becoming a label that many people aspire to.
Thus, his appearance at the Paris Fashion Week show represents not just a musical performance, but also a moment of completion for an artist who supported the brand from the beginning.
MaXhosa Africa makes history at Paris Fashion Week
Sjava will perform at the MaXhosa Africa Paris Fashion Week Spring/Summer 2027 show on September 28, marking the first day of Paris Fashion Week.
After several attempts in July, MaXhosa Africa officially received approval from the Fédération de la Haute Couture et de la Mode (FHCM) to hold a full show on the official Paris Fashion Week calendar.
This landmark moment comes in the sixteenth year of the brand's existence and makes MaXhosa Africa the first South African brand to be granted permission to hold a full show on the official Paris Fashion Week calendar.
The collection will consist of 60 pieces and reflect the ongoing evolution of the luxury brand, showcasing distinct African identity while simultaneously attracting audiences both on the continent and beyond.
The legacy of fashion and music fusion by MaXhosa Africa
Sjava's performance continues MaXhosa Africa's tradition of incorporating South African music into its international fashion shows. Previous brand presentations in Paris included memorable musical moments, including a touching performance by Zvadi Yamungu, which was captured near the Louvre.
Maglera Doe Boy also presented an outstanding rendition of the song 'Dor Do Povo', followed by a viral dance moment with Robot Boii. Joining this list, Sjava once again brings South African music and fashion to the international stage, making the most significant step in the history of Paris Fashion Week.