Strive Masiyiwa’s Daughter Joanna Launches Luxury Fashion Brand ‘AMAYI’

Strive Masiyiwa’s Daughter Joanna Launches Luxury Fashion Brand ‘AMAYI’ – Zimbabwean entrepreneur Joanna Masiyiwa has launched AMAYI, a limited-edition luxury womenswear label built on exclusivity, craftsmanship and cultural heritage.

The 28-year-old daughter of telecoms billionaire Strive Masiyiwa said the brand was developed over three years of intensive research and planning.

Strive described the concept as unique: “AMAYI is built as a scarcity-led, archive-based luxury house.

Each garment in her collection is individually numbered, produced in strictly limited quantities, and never restocked.”

Unlike traditional fashion houses, AMAYI will operate on what Joanna calls a “three-drop Archive structure,” where each collection is finite and permanently closed once sold out.

“Fashion is oversaturated, extractive, and forgetful,” Joanna said.

“What’s missing is a modern luxury model that treats garments like artworks or records: released, archived, and collected.”

She added that the vision is “a future-vintage luxury house built on scarcity, craft, and cultural memory… reframing fashion from seasonal consumption to collecting.”

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The brand name AMAYI — a Shona word meaning “mother” — reflects lineage and legacy.

The business operates on a direct-to-consumer model, focusing on controlled inventory and long-term brand equity rather than mass production.