CRÉATION AFRICA: This Mthatha artist turns shapes and lines into evocative African stories
Emotives Africa makes patterns, prints and artwork for brands that want an African aesthetic that isn’t clichéd.
Xolela Madlanga, a 33-year-old artist from Mthatha, South Africa, transforms shapes and lines into evocative African narratives through her bespoke pattern-making and print business, Emotives Africa. Her passion for this art form blossomed in Grade 9 when she first learned pattern-making, which she later discovered could be an emotional outlet and a professional venture.
Madlanga was one of 15 out of 700 applicants selected for the 2026 Création Africa incubation and immersion programme hosted by the French Institute of South Africa (Ifas). Her designs draw inspiration from various African influences, including Ndebele patterns, the Johannesburg skyline, and Mthatha's natural landscapes. Emotives Africa's clientele includes fashion, design, and furnishing companies like Nigerian brand Alia Bare, House of Sebo, and Tsikane African Decor.
Madlanga's work is a blend of cultural references unique to each brand, often incorporating abstract interpretations of traditional Sotho shapes. Création Africa recognized her talent in 2024, leading to her participation in The Fashionomics Africa Accelerator Program. She aims to expand her business by collaborating with more South African creatives, including fashion designers, interior designers, and shoe brands.
Written by urgent.news from Daily Maverick's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
