From promo model to powerful creative influence, Kim Jayde leans fully into her brand as she unpacks the full circle moment of being back at BL and beyond.
Days spent on a fashion shoot set are always intense, but the end shots make it so rewarding. There’s a certain energy in the air even before we start shooting, and as our cover star Kim Jayde stepped into the studio on a very rainy, very cold winter’s morning in Cape Town, catching that 6am red-eye flight, her vivacious personality shone through like you wouldn’t expect from someone who had been up since 2am. That megawatt smile, the excitement over the clothing and shoes, the absolute banter — we were ready to create magic, and boy-oh-boy did we do just that!
Model, ex MTV Base & Africa television host, entrepreneur, producer and MC host with the most, Kim is a woman of many talents. Balanced Life was her first official magazine cover back in 2019, and now she is here again to show us how things have changed. Kim gives us a full update on what we have to look forward to from her for the rest of the year — but in sneakers, of course!
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A little backstory
While Kim has garnered quite the fan club across her social media pages over the years, working with brands such as Ivy-Park, adidas, Hennessy x NBA and more, she didn’t start out this way. “I came to the industry on MTV Base back in 2017. I’m gonna keep it super 100 with you guys, I was an absolute nobody when I got my job on MTV. I had no experience in television because I was a model. I had no industry connections, and no agency would represent me,” Kim shared at a keynote presentation. When I started out on MTV, I made R4 000 a month. No glam team, no styling, no wardrobe — that was what I was earning. So, it really was a tricky one coming into the industry and trying to figure out my space, who was I, where do I fit in.”
Over time and with every new hustle, Kim slowly found her footing and where she belonged. She reflected on one of the first sneaker collabs she fell in love with and the wormhole she seemed to fall into: “I’ll never forget it. It was the very first Fenty x Puma collaboration —the Vanilla Ice (sneaker) had a strap on the ankle. It was so fire and I needed to understand why they cost so much money and why was there so much hype around it. By doing that research, it led me into sneaker culture and the community that comes with it. I felt like it really resonated with me,” she says with excitement. “Sneaker heads do not conform — this spoke to my passion for music, urban culture, basketball and fashion,” she reveals. “It allowed me to express myself in a completely unique way that not many were doing in South Africa.”
Back in 2019, wearing sneakers on the red carpet wasn’t seen as acceptable, but that didn’t stop Kim from leaning into her brand. During Covid-19, fashion took a turn and minds were opened, thus elevating Kim’s career to new heights. She launched her own show on YouTube titled Kickin’ it with Kim Jayde, and the rest is history in the making.
Nowadays, she’s going global. “We are now taking Kickin’ it with Kim Jayde to a whole new level, partnering with amazing creatives in America and putting them on the same platform and level as Africans who are doing incredible things,” says Kim. “In this season of Kickin’ it with Kim Jayde, we are travelling all over America and South Africa interviewing some of the most interesting personalities in music, fashion, the arts and, of course, in sneaker culture. We are in the process of growing, as I move from host to director and producer as well, so watch this space!”
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Having tough conversations
Furthering your career in this industry is not easy though, especially when it comes to marketing certain brands, aligning yourself to specific ideas, and trying to make a name for yourself with these things in mind — all while still staying true to your identity.
“As a Christian woman, I have always had a very strong moral compass. The foundation of my personal values are rooted in fulfilling my purpose,” Kim shares. “I want my legacy in this industry to be a proudly Pan-African woman who embodies the fact that hard work and integrity will take you wherever you want to go.”
But how is she able to stay true to who she is? Kim has this to share: “When approaching brand partnerships — I simply ask myself if this is in line with my overall personal and professional brand vision. Does it help get me closer to building that legacy, or is it just a cash grab? Asking those hard questions often allows you to be discerning,” she reveals. “The truth is that audiences and followers can see when it is an inauthentic partnership – and when you do that, you will lose their trust. Sometimes the cheque just isn’t worth losing credibility within your community.”
For Kim, one specific example comes to mind regarding a dream collab she thought would be the one. “I was flown to Los Angeles a few years ago and offered my very own sneaker! Imagine – a Kim Jayde sneaker collab!” she recalls excitedly.
“Even though that is a dream of mine, and by the way, will become a reality one day,” she adds, “the brand wanted me to just slap my initials on it, then market it in the Middle-East and Africa. I knew that was not how I wanted to drop my first sneaker collab, and I knew my incredible followers will feel that it wasn’t a brand, sneaker-design or partnership that was real. So I made the difficult decision to walk away. Don’t feel bad for me, though — my collab will come when the timing is right.”
Infectious energy
And with that timing, we also believe that the energy you put out is what you get back, and Kim has the most infectious personality that is positive and uplifting. Being around her will keep the spirits high and happy – and we love to see it! It’s this bubbly persona that keeps her followers not only engaged, but also makes her a joy to be around. “Thank you so much! My qualification is an Honours Degree in Social Work from the University of Stellenbosch and I think that’s what played a part in how I see the world we live in. From year one in our studies, we had practical education. I was the ‘Big Sister’ to a child in Hanover Park. I also worked for the Department of Education and was a counsellor in several schools in the Western Cape. I worked in every ward in Somerset Hospital from the psych ward to counselling young teens dealing with suicide attempts and abortions. I have seen real life, with real people,” says Kim. “Those four years of experiences have left a profound impact on me, so I think I carry that with me everywhere I go. A lot of our industry is for entertainment and distraction from real life – I’m very aware of that so I’m just thankful to be living the life I do – that gratitude allows me to never take any of it for granted. It keeps me driven, grounded and genuinely content.”
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All about the future
While Kim reflects on some of her most amazing experiences over these past five years, one being her making it onto the Forbes Africa 30 under 30 list, she also considers the still moments during the quiet times. “I worked for a few years in corporate, and as challenging as those years were, I learnt so much about myself, especially how resilient I am. The lessons that change your life aren’t always the wins — sometimes it’s the lowest, darkest times that allow for the breakthrough ‘aha!’ moment,” she reveals. “The last 12 months have been a season of rebirth for me personally and professionally — it’s been beautiful to be able to reflect on the growth, healing and now THRIVING! Yasss honey! We are in our winning season now!” exclaims Kim. No doubt about it – she’s taking all her learnings to continue cultivating her growth towards what is sure to be a prosperous career.
When asked about some parting words for our dream chasers and go-getters, Kim has this to say: “You’ve heard it a million times before — but everything you went through is moulding you into the person you are meant to be to fulfil your true calling. I was meant to be a broke model and promo-girl to learn people skills. I was meant to be an award-winning TV personality. I was meant to have failure and heartbreak. I was meant to dust myself off and start again. Embrace that it’s all meant to be — the good and the bad!
Kim in a flash
What’s your go-to hype song for a big moment?
Anything by Glorilla! She just brings the hype and energy.
One item you overpack when you’re travelling?
Bikinis. I have so many and I always pack them – just in case.
Dream celeb to have on Kickin’ it with Kim Jayde next?
A Focalistic moment could be fabulous! I love his sense of style.
One sneaker that you’ll never get tired of?
The AKA Reebok collaboration — the Supa Mega SneAKA 2.0. That one is super special.
Follow Her
Instagram: @kimjayde
By: Yashna Balwanth
Photography by: Zhann Solomons
Text courtesy of Balanced Life magazine
