Xolela Madlanga, a 33-year-old artist from Mthatha, South Africa, has been selected as one of 15 finalists in the 2026 Création Africa incubation and immersion programme. The programme, hosted by the French Institute of South Africa, aims to support emerging African creatives. Madlanga's passion for pattern-making began in Grade 9, where she learned the art form and discovered its potential for storytelling. Her business, Emotives Africa, offers bespoke patterns, prints, and artwork for brands seeking an authentic African aesthetic. Madlanga's designs draw inspiration from diverse African influences, including Ndebele patterns and the natural landscapes of her hometown.
Madlanga's journey as an entrepreneur began in 2016 when she launched her brand, Xolela M. With the help of Jermaine Charles, a fellow entrepreneur and Création Africa Top 50 finalist, she started showcasing her work and eventually turned her passion into a business. Emotives Africa was officially launched in 2022, offering unique patterns and designs for various products, including garments, ceramics, and cushions. Madlanga's collaborations with fashion, design, and furnishing companies have included Nigerian brand Alia Bare and local brands like House of Sebo and Tsikane African Decor.
Madlanga's designs are characterized by their abstract interpretations of African patterns and shapes. For her collection with Alia Bare, she drew inspiration from Nigerian cultural references, while her work with House of Sebo featured abstract Sotho-inspired designs. Her earlier patterns were influenced by the doodles she drew in class as a schoolgirl. Madlanga's business has grown significantly since its inception, with notable collaborations and recognition in the industry.
In 2024, Madlanga launched her I Am limited edition collection of scarves in collaboration with Fabric Bank, featuring 12 patterned scarves in honour of 12 women who have shaped her life. Emotives Africa was also a finalist in The Fashionomics Africa Accelerator Program hosted by the Co-Creation Hub in 2026. Madlanga sees programmes like Création Africa as crucial for the development of emerging creatives, providing them with the tools and recognition needed to succeed in the industry.
Madlanga's selection as a finalist in the Création Africa programme was a validating moment for her and her business. She believes that such initiatives are essential for the growth of the creative industry in South Africa, not only for creatives but also for the economy as a whole. Madlanga hopes to expand her business by collaborating with more local fashion designers, interior designers, and shoe brands like Bathu Sneakers.
Madlanga has several upcoming projects, including the launch of her new I Am collection and the Amabali Amashe collection. She is excited to share her work with a wider audience and explore new opportunities for growth and collaboration. With the support of programmes like Création Africa, Madlanga is confident that her business will continue to thrive and contribute to the vibrant creative landscape of South Africa.
The Création Africa programme is an initiative of The French Ministry of Europe and Foreign Affairs, the Embassy of France in South Africa, Lesotho and Malawi, and the French Institute of South Africa. The programme aims to promote African creativity and provide emerging artists with the resources and support needed to succeed in the industry. Madlanga's story is a testament to the impact of such initiatives on the lives of creatives and the broader economy.
Key points
- Xolela Madlanga's Emotives Africa offers bespoke patterns, prints, and artwork for brands seeking an authentic African aesthetic.
- Madlanga was selected as one of 15 finalists in the 2026 Création Africa incubation and immersion programme.
- Madlanga's business has grown significantly since its inception, with notable collaborations and recognition in the industry.
