ABSTRACT
This chapter explores African luxury brands that favour a minimalist aesthetic and ethic. It analyses two Black-woman owned brands that use minimalism in important ways aesthetically: the first is a nude-tone underwear brand designed for African skin hues, Gugu Intimates, the second is an all-natural skin and hair care brand, also designed for African skin and hair textures, Suki Suki Naturals. The case studies are analysed with reference to Black feminist theories, and show a new orientation towards decolonial relations with the land, and the emancipatory politics of Black feminist thought.
