The Durban July has always been where South Africa’s biggest conversations around fashion unfold. This year, however, one marquee managed to shift the conversation beyond race day glamour. The Ascots, in partnership with Johnnie Walker Blue Label, introduced an elevated hospitality experience that blended luxury, music, culture and contemporary African fashion.
At the centre of that visual narrative was celebrated designer Rich Mnisi, who was tasked with dressing himself alongside musician Tresor and media personality Sarah Langa.
Rather than producing branded merchandise disguised as luxury fashion, Mnisi approached the collaboration as a creative exercise in subtle storytelling. The result was one of the weekend’s most talked-about style moments.
Speaking to Rolling Stone Africa, Rich Mnisi reflected on his first-ever Durban July, the creative process behind the collaboration, why Sarah Langa’s look became his favourite, the unexpected success of his now-iconic ties, and why building an authentic South African luxury fashion industry requires much more than simply lowering prices.
A first Durban July and a different way of telling a brand story
Although Rich Mnisi has become one of Africa’s most celebrated fashion designers, 2026 marked his first appearance at the Durban July.
His introduction came through The Ascots and Johnnie Walker Blue Label, who invited him to create bespoke looks that reflected both his own design language and the premium whisky brand’s identity.
Rather than treating the collaboration as another branding exercise, Mnisi wanted the fashion to speak first.
“The idea was to bring fashion pieces to life that were inspired by Johnnie Walker, specifically for myself, Tresor and Sarah,” he explains.
“I didn’t want it to feel like merchandise or look like merchandise. I didn’t want it to feel like we were selling something. I wanted to make it fashion.”
Instead of obvious logos, Mnisi borrowed visual cues from the brand’s heritage.
The iconic Striding Man found its way onto cowboy hats, while carefully selected shades of blue subtly referenced Blue Label.
“The Johnnie Walker Striding Man worked so well with the Western-inspired theme. Having it on the cowboy hat felt completely appropriate.”
For Mnisi, luxury collaborations only succeed when both brands maintain their identities.
“It was a fun way to acknowledge the brand without pushing it into people’s faces. It became fashion high fashion.”
Designing three luxury looks in just 48 hours
Perhaps the biggest surprise behind the collaboration was how quickly everything came together.
From initial conversations to finished garments, the entire creative process happened within just two days.
“We made all those looks in 48 hours, from design to production.”
Despite the compressed timeline, Mnisi says the creative chemistry made everything feel effortless.
He would sketch concepts, present them to the personalities wearing them, gather their input, and immediately refine each garment.
“I designed everything, presented it to them, they gave me their comments, and then we applied them.”
It became less about creating costumes and more about building looks that genuinely reflected each individual’s personality.
Why Sarah Langa’s outfit became his favourite
Asked whether he had a favourite among the three designs, Rich Mnisi doesn’t hesitate.
Sarah Langa’s look stood out.
Not simply because of its visual impact, but because it captured something deeper.
“I love Sarah’s look because it encapsulates her personality, but it also encapsulates the Rich Mnisi brand.”
He believes the outfit carried the unmistakable DNA of his label while allowing Sarah’s individuality to shine through.
“It’s something you’d immediately recognise as Rich Mnisi, but it also has this twist that only Sarah can bring.”
For a designer whose work has become synonymous with storytelling, authenticity remains the ultimate luxury.
Working with Tresor
Mnisi also speaks warmly about collaborating with Tresor, describing the award-winning musician as humble, collaborative and surprisingly enthusiastic during fittings.
“Working with Tresor was incredible.”
Then he laughs.
“He loves drama.”
Rather than requesting restraint, Tresor continuously encouraged Mnisi to push the design further.
“He kept saying, ‘More. Add more.'”
For any designer, it’s a dream brief.
When fashion becomes culture instead of branding
One of Rich Mnisi’s defining strengths has been his ability to collaborate with global brands without compromising his own creative language.
It’s something he believes takes years to perfect.
“Working with other brands while maintaining our own voice is difficult.”
He argues that collaborations should never dilute a designer’s identity.
Instead, they should strengthen it.
“We’ve figured out how to stay firm in who Rich Mnisi is while still having conversations with different brands.”
Each partnership, he says, becomes a lesson in craftsmanship, storytelling and business.
“You learn how other brands work. You learn how you work.”
More importantly, long-term collaborations allow both partners to evolve together.
“I don’t like working with lots of brands.”
He smiles before adding an analogy.
“A brand relationship is like raising a baby. You don’t create one and then abandon it. You nurture it.”
That philosophy explains why his relationship with Johnnie Walker continues to grow organically.
“From the first thing we did together to what we’re doing now is completely different.”
“You can see the growth from our side and from the Johnnie Walker team. Things become more tailored to the culture and to what people actually want.”
The tie that unexpectedly became a cultural phenomenon
Away from Durban July, another Rich Mnisi creation has quietly become one of South African fashion’s most sought-after accessories.
His statement ties.
Ironically, they weren’t originally designed for commercial release.
“The James Tie was created for a fashion film.”
When audiences began asking where they could buy it, Mnisi reluctantly placed it online.
Demand exploded.
The success inspired an entire collection, followed by the “Monday to Friday” gift box and later monochrome corporate editions.
What fascinated him most wasn’t the sales.
It was the conversation.
Many believed the ties were “too fashionable” for corporate environments.
Instead, professionals embraced them.
“It became interesting seeing people disrupt corporate spaces.”
He enjoys watching people challenge outdated ideas about how professionals should dress.
“People thought they weren’t appropriate for work.”
Instead…
“Everyone ended up wearing them.”
Why South African fashion isn’t cheap and shouldn’t apologise for it
One of the most thoughtful moments during our conversation came when discussing the economics of African fashion.
Why do so many successful Black-owned South African fashion brands operate in the luxury space rather than competing with global fast fashion?
Mnisi’s answer is refreshingly honest.
“Producing locally is expensive.”
But reducing costs often comes with ethical compromises.
“You’d have to exploit people.”
For him, every garment represents someone’s livelihood.
“Your mother could be making those clothes.”
“Your sister could be making those clothes.”
Would consumers still demand lower prices if it meant those workers earned next to nothing?
He doubts it.
“Our clothes are made with love.”
That human element, he believes, is visible in every finished piece.
“You can see when something is made with love.”
“You can also see when there’s pain behind it.”
It’s perhaps the clearest explanation yet of why luxury, for Rich Mnisi, isn’t about exclusivity.
It’s about dignity.
The future of the journey
For Rich Mnisi, Durban July wasn’t simply another event.
It marked the beginning of what could become a long-term creative relationship with Johnnie Walker Blue Label.
Rather than chasing endless collaborations, he prefers building partnerships that evolve over time.
“It’s always been about growth,” he says.
Judging by one of the weekend’s most memorable fashion collaborations, both brands appear to be striding in exactly the same direction.
