Costume design is more than fabric and thread; it’s a language that breathes life into characters and cultures.
Few wield this language with the mastery of Sheila Masondo, a two-time SA Film and Television Awards-winning costume designer whose journey from South African TV commercials to global productions like Beyoncé’s Black is King and the epic Shaka iLembe has redefined visual storytelling.
With a career rooted in authenticity and innovation, Masondo’s work is a celebration of African heritage and a bridge to global audiences.
Early days
Her path began with a leap into the fast-paced world of commercials, styling the MTN AMA-10TEN TVC, before transitioning to TV dramas like Zero Tolerance and Zone 14.
These early projects honed her ability to tell authentic ‘kasi’ stories.
“Those early days were my crucible,” Masondo reflects.
“Telling local stories with integrity taught me how clothing can speak louder than words.”
Leaving the stability of Rhythm City for freelancing led to her first major film, Zulu Wedding. There, she collaborated with designers like David Tlale and Hollywood talent.
This catapulted her to styling the South African segment of Black is King, a project she describes as “a dream that fuelled my passion for African narratives”.
Her pinnacle, Shaka iLembe, saw her craft costumes that honoured Zulu ancestors, earning critical acclaim and SAFTA accolades.
Childhood inspiration
Her inspiration stems from a childhood epiphany watching Yizo Yizo, where clothing embodied cultural identity. Frustrated by the lack of nuanced representation in African stories, Masondo pursued costume design to reshape narratives.
“I wanted to see our stories told with depth and respect,” she said.
Through meticulous research and collaboration with local artisans, her designs elevate African cinema. They challenge stereotypes and enriching global film landscapes with authentic voices.
A standout example of her storytelling is Princess Nandi’s arc in Shaka iLembe. Nandi’s journey from a virgin adorned in white waist beads to a banished outcast in tattered attire to a regal Qwabe chief wife draped in heavy beadwork is charted through costume.
Visual biography
“Nandi’s wardrobe was a visual biography,” Masondo explains. “Each piece reflected her status, resilience, and transformation, grounding the audience in her story.”
This approach, blending historical accuracy with creative expression, required deep research into Zulu culture and consultations with Nguni artisans.
“Balancing authenticity with modern appeal is delicate,” she notes.
“You honour the past while crafting a narrative that resonates today.”
Collaboration is central to Masondo’s process. Working with directors, writers, and actors, she’s learned the power of mutual respect.
“Listening to everyone’s perspective creates a unified vision,” she says.
“Costumes don’t exist in isolation they amplify the entire story.”
Amplifying African talent globally
Her SAFTA wins underscore this impact, amplifying African talent globally. “These awards shine a light on our stories. They challenge misconceptions and invite the world to see Africa’s richness.”
Mentoring through the Multichoice Talent Factory Masterclass, Masondo advises aspiring designers to master their craft but prioritise storytelling.
“Research deeply, understand your characters, and be persistent,” she urges.
Navigating local and international projects, she balances cultural authenticity with global standards. She fosters local connections for South African films while injecting African flavour into productions like Black is King.
Pushing boundaries
“It’s about staying grounded while meeting world-class expectations,” she says.
Looking ahead, Masondo aims to tackle complex projects that push boundaries. She plans to be mentoring new talent and championing diverse narratives.
“I want my costumes to ignite curiosity and connect audiences to our heritage,” she envisions.
