South African fashion designer Gugu Peteni’s story is that of creativity,identity and breaking barriers in fashion.Peteni graduated with honours in fashion and textile design from the prestigious Nelson Mandela University in 2017.
She honed her skills for more than three years at Mohair SA International before creating her brand,GUGUBYGUGU, in 2020. Peteni notably presented her designs at the prestigious Design Indaba conference in 2018 and participated as the youngest candidate in the Project Runway South Africa franchise.
In 2020, her commitment to sustainability pushed her to create consciously made fashion pieces, which led her to represent South Africa at the Lagos Fashion Week. She had an extraordinary year in 2024 by showcasing at fashion events such as the New York and Paris fashion weeks, and also won the best young designer award at Paris Haute Couture Week.
The Eastern Cape born-and-bred cum Pretoria designer has showcased her collection at the Paris Fashion Week and has rubbed shoulders with the elite of the style world. GUGUBYGUGU is a South African fashion brand with an offering of unapologetic, bold, genderless, and experimental designs.Enjoy our inspiring interview with one of the leading fashion designers in Africa, who is on a mission to put South African fashion on the global map! In this exclusive interview, we delve into the world of couture, creativity, and the journey of a designer who has dressed celebrities.
A-CHOICES: Tell me a little about yourself?
Gugu Peteni: I am a designer, storyteller, and advocate for sustainable luxury fashion. My journey began with a deep love for textiles, craftsmanship, and the untold narratives woven into African heritage. As the founder and creative director of GUGUBYGUGU, I strive to create pieces that transcend trends—garments that celebrate culture, innovation, and authenticity. My work is deeply rooted in sustainability, using locally sourced mohair and merino wool to redefine African luxury on a global stage.
A-CHOICES:When did you first realize you wanted to pursue a career as a designer?
Gugu Peteni: I have been sketching garments since I was eight years old, always drawn to the idea of reimagining everyday wear in a way that felt fresh, intentional, and expressive. While many young designers are captivated by couture, I was always fascinated by the beauty of functionality—how clothes can be both striking and deeply personal. Studying fashion only solidified this passion, showing me that design was not just about aesthetics but about storytelling, identity, and impact.
A-CHOICES: What does fashion mean to you?
Gugu Peteni: Fashion is language—it’s how we express who we are without saying a word. It’s a powerful form of storytelling that captures history, culture, and emotion in every stitch. For me, fashion is also a responsibility. It’s about creating with purpose, honouring craftsmanship, and shaping a more conscious industry that values people and the planet as much as beauty.
A-CHOICES: What are some of your accomplishments as a designer?
Gugu Peteni:One of my most meaningful achievements was winning the Best Young Designer Award at Paris Haute Couture Week, an experience that opened incredible doors and connected me with mentors at Balenciaga. I’ve had the privilege of showcasing my work at New York Fashion Week and collaborating with international retailers like Galleries Lafayette. But beyond accolades, my proudest moments are seeing my designs worn with confidence, knowing they tell a story of heritage, sustainability, and innovation.
A-CHOICES:About your Brand?
Gugu Peteni:GUGUBYGUGU is a luxury streetwear brand that fuses contemporary design with African heritage. We specialize in genderless knitwear made from natural, locally sourced fibres like mohair and merino wool. Every piece is designed with intention—balancing craftsmanship, sustainability, and modern elegance. Our mission is to redefine the African narrative in fashion, showcasing the beauty and innovation of South African design on a global scale.
A-CHOICES:If you could go back and tell yourself one thing before beginning your career what would it be?
Gugu Peteni: Trust the process. Every challenge, every rejection, and every moment of uncertainty is shaping you into the designer you’re meant to be. Stay true to your vision, and don’t rush the journey—greatness is built over time, through patience and resilience.
A-CHOICES:What role does vulnerability play in your work?
Gugu Peteni: Vulnerability is the foundation of creativity. The most powerful designs come from a place of honesty—allowing yourself to be seen, to take risks, and to express what words sometimes cannot. My collections are often deeply personal, reflecting my experiences, emotions, and heritage. That openness allows people to connect with my work on a deeper level.
A-CHOICES:What was the biggest rookie mistake you made when just starting out?
Gugu Peteni: Under-pricing my work. In the beginning, I wanted to make my pieces accessible, but I quickly learned that undervaluing craftsmanship only hurts the brand and the artisans behind it. Understanding the true worth of my designs and educating my customers on the value of quality, sustainability, and ethical production was a turning point.
A-CHOICES:How is working in fashion different today than from when you started out?
Gugu Peteni: The industry is evolving rapidly. There’s a greater emphasis on sustainability, inclusivity, and digital presence than ever before. When I started, luxury was often associated with exclusivity, but now, storytelling and authenticity have become just as important as craftsmanship. Consumers want to connect with brands on a deeper level, and social media has changed the way we engage with fashion.
A-CHOICES: Would you say that African fashion is going global?
Gugu Peteni: Absolutely. African designers are no longer on the periphery—we’re at the forefront of global fashion conversations. From Beyoncé wearing African brands to designers like Thebe Magugu gaining international recognition, the world is waking up to the brilliance of African craftsmanship. Our textiles, techniques, and narratives are deeply rich and unparalleled, and it’s exciting to see them finally getting the recognition they deserve.
A-CHOICES:What role do you think social media plays in fashion today?
Gugu Peteni: Social media has democratized fashion. It has given emerging designers a platform to be seen globally without needing traditional gatekeepers. It’s not just about visibility—it’s about storytelling, community-building, and direct engagement with customers. A single post can introduce a brand to a new audience, and platforms like Instagram and TikTok have become essential in shaping trends and consumer behaviour.
A-CHOICES: What is your favorite part about being a designer?
Gugu Peteni: The ability to create something from nothing. To take an idea, a sketch, or a vision and turn it into something tangible that people can wear and connect with. Seeing someone put on my designs and feel empowered is the most rewarding part of what I do.
A-CHOICES: How do you want people to feel when wearing your clothes?
Gugu Peteni: Confident. Powerful. Seen. I want my designs to feel like an extension of who they are—something that embraces them, celebrates them, and tells a story that resonates with their journey.
A-CHOICES:Do you think fashion goes beyond looking good, it does something inside?
Gugu Peteni: Absolutely. Fashion is transformative. It influences how we carry ourselves, how we interact with the world, and even how we see ourselves. The right piece can make you stand taller, feel braver, and embrace your individuality in a way that nothing else can.
A-CHOICES: What do you think defines South African design and makes it so evocative?
Gugu Peteni: South African design is a fusion of heritage and modernity—deeply rooted in storytelling, craftsmanship, and innovation. Our design aesthetic is bold, textured, and unapologetically unique, reflecting our diverse cultures and histories. What makes it truly special is that it carries the spirit of resilience, creativity, and authenticity.
A-CHOICES: Looking back on winning the best young designer award at Paris Haute Couture Week, what does that mean to you now?
Gugu Peteni: It was a defining moment. Not just for me, but for what it symbolized—a recognition of African craftsmanship on one of the biggest fashion stages. It validated the work I had been doing and showed me that South African design belongs in the global luxury space.
A-CHOICES:What advice would you give to young designers just starting out and hoping to make it in the industry?
Gugu Peteni: Be patient and stay authentic. The fashion industry is demanding, but the only way to truly stand out is by staying true to your unique voice. Build your brand on purpose, not just aesthetics, and understand that longevity comes from consistency and resilience.
A-CHOICES: How did growing up in the 90s in South Africa influence your design style?
Gugu Peteni: Growing up in the ‘90s meant witnessing a cultural shift—a time of transition, hope, and new identities. That era shaped my love for blending old and new, traditional and modern. It taught me the importance of storytelling in fashion and the power of self-expression.
A-CHOICES:What does it mean to redefine the African narrative within global fashion?
Gugu Peteni: It means taking control of our own story. For too long, Africa has been seen through an outsider’s lens. Redefining the narrative means showing the world that African fashion is not just “inspired” by heritage—it is luxury, it is innovative, and it is shaping the future of global fashion.
A-CHOICES:When did you become aware of sustainable fashion?
Gugu Peteni: My experience working in the mohair industry opened my eyes to the importance of ethical sourcing and slow fashion. I saw firsthand how sustainability isn’t just an industry buzzword—it’s a responsibility.
A-CHOICES: What are you grateful for today?
Gugu Peteni: For the journey. For the lessons, the challenges, and the moments of growth. And most of all, for the people who believe in my vision and continue to support it.
Author: Gbenga Teejay Okunlola
London, UK
teejayok@gmail.com
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