From her appointment by the United Nations Population Fund (UNFPA) as its Regional Champion for East and Southern Africa to bagging a partnership with retail giant, Woolworths for her diverse swimwear collection, ‘Imbe’, Shudufhadzo Musida has reached remarkable heights after her reign as Miss South Africa 2020.
A woman of many talents, Shudu is also a published children’s author, with her books “Shudu Finds Her Magic” and “I am Shudu” raising awareness about the plight of mental health and bullying. Moreover, the beauty queen is also one of the faces of the NIVEA Radiant & Beauty care range that celebrates melanated skin.
Since the beginning of her philanthropy work, Shudu has been an advocate for the holistic well-being of women and girls, making the launch of her swimwear collection a no-brainer. Founded alongside entrepreneurs Colleen Murray and Thithi Nteta, Imbe Swim is rooted in inclusivity and diversity, catering to women and femmes of all body types. “Diversity was at the core of the collection because we wanted to ensure that we were representing the voices of different women from all walks of life,” shared Shudu.
Furthermore, the swimwear collection celebrates African heritage through the indigenous names of its pieces namely: ‘Naki’ (short for Zwakanaka) which means beautiful, ‘Anza’ which means grow, as well as ‘Mpho’ which means gift.
We had a chat with Shudu about Imbe Swim, her personal style, beauty secrets, and more!
What inspired you to venture into fashion through a swimwear collection?
I was inspired to venture into fashion through my swimwear collection by representation. I had worked as a model for many years but I felt like women with differently shaped bodies in that space were not adequately represented. That’s why it was important for me to ensure that Imbe is a brand for women, by women, and is crafted after considering conversations with women. I wanted to ensure that women feel beautiful in the swimwear, but also ensure that it accounts for different body types.
What is the inspiration behind the name “Imbe Swim?”
Imbe is short for Imbelani, which means to praise or to sing in Tshivenda. When I was younger, I remember saying that I would make my first child Imbelani because it had such a beautiful and empowering meaning for me. When my business partners and I started planning for the swimwear, I already knew that Imbe would be the perfect name for it.
You are also quite the fashionista. How would you describe your personal style and did that play a role in the creative process of your swimwear collection?
I would describe my personal style as playful and very carefree. There are days when I like wearing beautiful ball gowns, and then there are days when I prefer laid-back looks – to the point where even my friends have to remind me to dress up for certain events. *laughs* I’m a firm believer in being comfortable in what you wear so I rarely wear anything that makes me feel uncomfortable unless it’s all in the name of fashion. Even when I’m dressed down, I always ensure that I look good. I also had a Boho chic phase which also centred on comfort. In terms of the creative process of the swimwear, I think because I collaborated with two other women, all put personal styles played a role in the designs of the collection.
Imbe Swim is now available at Woolies. How did your partnership with the retailer come about and how has it been thus far?
The partnership with Woolies came about through my previous working relationships with the brand, from working with them as a model in the past to collaborating with them during my reign as Miss South Africa. When my business partners and I were talking about the growth of Imbe, I recommended Woolworths as a potential partner and they resonated with this idea because of the brand’s ethics. The partnership has been going really well and has been extended to the end of 2023 which gives people enough time to shop the collection.
Along with their favourite piece from Imbe Swim, which products should our readers have on standby for a beach day?
Sunscreen, sunscreen, and more sunscreen! I’m a big believer in protecting your skin from the sun so sunscreen is very important.
What are your secrets for glowing skin during summer?
NIVEA Radiant & Beauty has been my holy grail in terms of glowing skin. I also like their water-based sunscreen. For my face, I really like using hydro mist spray.
There are many amazing pieces from Imbe. Do you have a personal favourite?
It’s quite tricky to pick a fave because I have a different one every day. However, the ‘Naki’ bikini in yellow is absolutely amazing. I also love the blue ‘Mpho’ swimsuit; It’s a cut-out piece with adjustable knots in the middle which is great.
How do you want Imbe to be received by consumers? How would you like the women and femmes who buy it to feel while wearing it?
I want Imbe to be received by customers as something that caters to them and allows them to feel beautiful. I know what it’s like to feel like a product wasn’t designed with you in mind. This is why I want women to feel beautiful and comfortable.
When asked about what we can expect from her in 2024, Shudu shared that she is living in the moment, focusing on the wins rights now and taking things day by day. However, the activist and author shared that she would be travelling across the country and reading her latest book, “I am Shudu” to promote children’s literacy in early 2024. Shudu also shared that she is looking forward to continuing my work as the Regional Champion for the UNPFA to advocate for the reproductive and mental health of young women and girls.
