Prime Obsession Is the South African Fashion Brand You Need to Follow on Instagram


Last week, an international crowd arrived in Johannesburg for the city’s biannual South African Fashion Week. By now, repeated guests of SAFW have surely begun to realize this is not the same Johannesburg from last season. Within the past six months, the city has hosted Africa’s first Afropunk Fest and welcomed a slew of new businesses and buildings to its trendy Maboneng neighborhood—ground zero for a new guard of designers, artists, activists, and musicians. Leading the charge are 25-year-old interior and fashion designers Shelley Mokoena and Keneilwe Mothoa, whose brand, Prime Obsession, offers a fresh twist on minimalism—and as a glance at their Instagram feed proves, they’re also their own best models and stylists.

Photo: Courtesy of Prime Obsessions

Before Prime Obsession…

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