Miss South Africa 2020 and mental health advocate, Shudufhadzo Musida recently announced that she would be venturing into the fashion space with the launch of her swimwear brand called “Imbe.” Co-founded by Colleen Murray, founder of sustainable swimwear brand “Lily Label”, and Thithi Nteta, a seasoned marketing, and communications professional, “Imbe” seeks to redefine beauty standards and inspire confidence in women.


Derived from the Tshivenda word, “Imbelani” which means to sing and praise, the brand aims to celebrate the diversity and beauty of African women. The brand’s purpose is to empower women of all shapes and sizes to feel unapologetically good in swimwear and resort wear.




Best known for her humanitarian work, being a children’s book author and beauty queen, Shudu – as she is affectionately known – expressed that her goal is to uplift women through the range. She further shared that she wants women to feel beautiful and seen because there’s no greater feeling in this world than being seen as your authentic self.


With her brand carrying so much sentiment, it is no surprise that it caters to women of all shapes and sizes. As such, the swimwear range starts from size XS to XXL.


The new swimwear range was soft-launched on the second episode of Crown Chasers by the Miss South Africa finalists while in Mauritius, describing it as a celebration of sisterhood where it’s different stories that come together to make sure that another person who may relate to that story feels seen in that story.



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