Weaving African Heritage into the Onboard Experience
Challenge
As South African Airways continues to re-establish itself as a proudly South African carrier on the global stage, the opportunity emerged to deepen its cultural narrative onboard. The ambition was clear: move beyond functionality and create a meaningful brand moment that celebrates African identity at 30,000 feet.
The challenge lay in identifying a partner that embodied contemporary African excellence, a brand that could authentically represent heritage, craftsmanship and innovation, while resonating with both local and international travellers. The collaboration needed to feel purposeful, premium and commercially viable within an onboard retail and brand environment.
Solution
Tourvest Retail and Catering partnered with South African Airways to bring MAXHOSA AFRICA onboard, an award-winning luxury fashion brand founded in 2010 by Laduma Ngxokolo.
Initially inspired by traditional Xhosa beadwork, MAXHOSA AFRICA began with a vision to reinterpret cultural aesthetics for the modern world. From its early focus on knitwear inspired by the dress of amakrwala (Xhosa initiates), the brand has evolved into a globally recognised fashion house. Today, its collections bridge past and present, celebrating Africa’s diverse creative heritage through bold patterns, craftsmanship and contemporary design.
Tourvest worked collaboratively to translate this powerful brand story into an onboard retail proposition that:
• Honours Heritage – Showcasing a brand deeply rooted in African culture and identity.
• Elevates the Customer Experience – Introducing premium, design-led products that bring a sense of place and storytelling into the cabin.
• Supports Local Excellence – Championing a proudly African brand that manufactures locally and contributes to economic growth.
• Drives Commercial Value – Aligning product selection, pricing and positioning to ensure strong passenger appeal and retail performance.
This partnership reflects a shared commitment to innovation, authenticity and proudly African storytelling, seamlessly woven into the travel journey.
Results
The introduction of MAXHOSA AFRICA onboard represents more than a retail addition; it is a statement of identity. It reinforces South African Airways’ positioning as a carrier that celebrates culture, creativity and continental excellence.
By integrating fashion, heritage and travel, the collaboration creates a distinctive onboard touchpoint that resonates emotionally with passengers, particularly during key cultural moments such as Heritage Day, while strengthening brand perception and differentiation in a competitive aviation landscape.
At a time when travellers seek deeper connection and authenticity, this partnership demonstrates how thoughtful brand alignment can transform onboard retail into a meaningful cultural experience. Together, Tourvest, South African Airways and MAXHOSA AFRICA are showcasing African design to the world, one journey at a time.