SA’s first male plus-size icon, model and designer, Jade Campbell, chats to us about being brave, embracing his passion for fashion and living his purpose.

A self-proclaimed ‘laat lammetjie’, Jade stepped into the spotlight seven years after being a fashion stylist for South Africa’s elite, taking centre stage as the country’s most admired plus-size male public figure. Today, he is a model, fashion designer, influencer, and advocate for inclusivity and body positivity – taking his audience along on his incredible personal journey.

PAVING THE WAY

Born in Woodstock, Cape Town, Jade is the youngest of three brothers, and grew up in Brooklyn, Milnerton, where he attended Buren High School. No stranger to trials and tribulations, Jade opens up about experiencing the loss of both parents. ‘Those were the hardest times of my life personally, but I managed to turn my pain into power,’ he explains. ‘I never really had a mentor growing up. I just knew I was destined for something more.’

Straight out of high school, Jade went into Hotel Management, but realised this wasn’t a good fit for him. He then entered the world of fashion, dressing local fashionistas for the red carpet and Fashion Week. However, this was when he began to see a need for change and inclusivity.

‘I was at the darkest time in my life where I thought it was game over for me, but then I realised I needed to pave a path for plus-size people,’ he exclaims. ‘I was tired of shopping for plain white tees or black ones. I wanted something fashionable.’

ON THE PLUS SIDE

Just two years ago, Jade received a bursary from the StartUp School with Investec to further his business knowledge and grow his brand. In creating South Africa’s first plus-size men’s collection, Jade collaborated with 20 Across and Radisson Red to launch the ‘Plus is Equal’ campaign. ‘I believe fashion is for everyone. We all deserve to have that armour… When you look good you feel good,’ he says.

With a changed mindset, Jade also signed with Martez Model Management (MMM) who helped him break into plus-size modelling. ‘My goal is to grow body positivity, especially for men, but in general for anyone.’

Today, the CAMPBELL fashion label is playing a major role in inclusive fashion across South Africa, but Jade believes there’s still a long way to go. ‘I do not feel the industry is completely inclusive just yet, but I will continue to blaze my own trail and inspire others to do the same.’

PASSION IS POWER

Speaking on his upcoming TV Show The Jade Experience, Jade expresses the limitations of social media and his hopes to reach his audience in a more authentic, real way. ‘I have been manifesting this for possibly four to five years,’ he admits. ‘I feel social media isn’t enough, and people tend to veer towards opulence online. I want people to see real life struggles; I want them to see what it takes to get to the finish line.’

Adding this to his résumé, Jade has surprisingly managed to strike a balance between work and play. ‘I am a passionate workaholic. So I automatically tie the two together. I also prefer to be busy creating and elevating myself,’ he concludes. ‘It’s all about pouring passion into your personal brand.’

QUICK FIRE Q&A

Why do you think ‘Local is Lekker’?
We are South Africans, with a rich culture and history. Over the years we’ve learnt how to come together as a nation during trying times. We are so diverse, with the most beautiful, talented, hard-working people.

What inspires you on a daily basis?
The fact that I have created something of my own. It all starts with me, and I’m committed to continuously elevating my creation. I’m also motivated by the fact that there are people who watch me for inspiration, who find hope in my brand. So, I want to be able to impact lives positively with my platform.

Where do you hope to be in five years?
I’d like to have stores in Cape Town and Joburg, and be partaking in fashion weeks, but with a difference. I also want to take the label international; I’ve always seen New York as a great place for me to prosper.

What advice do you have for younger plus-size hopefuls?
Remember: What you give energy to, you give life to, and what you accept and allow will continue. Knowing your worth is your power. Understand that you are an equal to any ‘regular-sized model’.

Text: Charndré Emma Kippie; Styling: Hunter Erlank; Photography: Marc Berman; Make-Up: Candice Joshua; Hair & Grooming: Tandem Hair Paddocks; Managing Agent: Kara Peach/GenFluencer