Fashionista, socialite and content creator Jade Campbell has officially stepped into the fitness space, and the keyword is: Transformation! 

Just two years ago, Jade Campbell was celebrated as South Africa’s first male plus-size model, icon and designer when he was our ClubX cover star. With a passion for fashion, he launched his CAMPBELL label after receiving a bursary from the StartUp School with Investec in 2020. He also collaborated with 20 Across and Radisson RED to launch the ‘Plus is Equal’ campaign.  

Still an advocate for inclusivity and body positivity, Jade believes we all go through different seasons in life, facing new obstacles each day and undergoing many changes. This is why he made a commitment that he’s standing by: to be healthier, stronger and happier in his body and mind.

“Even though I am not that plus-size version anymore, he still lives in me, and on the days when I feel demotivated, I look back to that guy on the cover in 2022 and why he decided to change the game,” Jade says. “It’s not only about me but the next generation, changing narratives, paving a path for my nephews and nieces, leaving a legacy behind. No matter your size, it’s what’s inside of you and the impact you have on others.” Today, he stands strong, empowered, totally transformed and feeling better than he ever could have imagined after starting his holistic health and fitness journey a year ago. Now, it’s about way more than just being an ‘influencer’ for him.   

The transition 

Jade says he sees himself as someone who is ‘influential’ rather than an ‘influencer’. “I want my social media platform to impact someone’s life positively and encourage them to be the best, authentic version of themselves, and own who they are,” he explains. “Are people actually going to post and speak about the real? No. Are they going to post their downfalls, messiness, heartbreak? No, because they just want to be seen as perfect. How boring! I like to use the pain I’ve endured, and the hurt from what this industry has served me, to change someone else’s life. I’ve been told ‘no’ so many times, and I’ve learnt to be okay with it, because I know who Jade Campbell is: ambitious, resilient, and someone who goes after what he wants for his life.” 

Specifically regarding his weight-loss and wellness journey, he says: “Who wants to stay the same forever? I allowed society to depict who I was and felt I needed to stay ‘plus-size Jade’… To be honest, the weight-loss journey was never a planned thing; it was more a mental-health journey. I loved the clarity that came with exercise; a clear, healthy mind that allowed me to develop a vision for myself and where I was going in life. “I was dealing with so much personally, continuously asking myself: What is next, who is Jade right now? I had mornings waking up and looking in the mirror and asking myself, ‘Are you happy? Do you like what you see? Is this what you want? Are we okay with a title given by what was a trend at a time?’   

“And, no. I wasn’t happy, but yes, I had confidence which made everyone think I was happy with myself. I was far from it. Don’t get me wrong – I am grateful for that ‘plus-size Jade’. He was part of my journey, part of who I am today. I will always be the big personality, the big confidence that won’t let anyone dim his light again.” 

Doing the work

Though his social media is still one of the hottest accounts to follow for exclusive event content and fashion inspo, behind the scenes Jade has been working on making positive shifts in the way he thinks, eats, moves and speaks life to himself and others.  

“I always say, you must do the ugly, go through the ugly, to get to the good and enjoyable stuff. It’s a change, a shift, only you can make personally within yourself. But once the switch is on, there’s no stopping you! “It’s a feeling absolutely no one can take from you; a feeling of euphoria, like an addiction to being a better version of yourself… At times I feel like I’m in my own movie or music video or on a red carpet.” 

Working with one of Cape Town’s top personal trainers, Ryan Botha, and implementing an intermittent fasting diet, Jade has been investing time and energy into his weight loss. 

“Ryan is someone I prefer to call a friend, not my trainer, as he is one of the best humans in my life, a mentor, and someone who would be there for me at the drop of a hat,” Jade says. He details his daily fitness regimen with Ryan: 30 to 45 minutes of cardio and a weight-training session, then a 10-kilometre walk on the Sea Point Promanade to get his steps in. “With losing the amount of weight I did so rapidly (roughly 30kg), I needed to do the most to tighten my skin.” 

He says that Ryan also taught him that it’s not only about gym, it’s about the kitchen too. “I was someone that never really had the biggest appetite, but when I ate, I ate the worst things for your weight. So, I incorporated intermittent fasting, an eating plan that switches between not eating and eating on a regular schedule.” Jade admits he will always be a foodie since he loves to indulge in good food and fine dining. “Life is meant to be enjoyed. I have a fun, healthy relationship with food. The only thing I am strict with is my intermittent fasting, so I can enjoy the good food I do indulge in. I put the hours into the fasting so I can be in a calorie deficit to enjoy that burger, pizza, sushi, candy – technically whatever I want.” 

Learning & loving 

Right now, the newly minted fitness fundi is loving spending time in the gym, as it’s his escape. “I love cardio. The release of those endorphins and the feeling of pushing yourself to do more; it makes you feel like you’re about to die, but the more you do, the better you feel! And I love that feeling, leaving the gym, when you know you’ve put your all into it. 

“The only goal I have now is to enjoy myself in everything I do; the goal is to have a healthy body and a healthy mind and soul. I love the discipline and structure that comes with this journey.” 

Starting out in the influencer space was unplanned for Jade, but he has worked hard to get to where he is today. Now, for him, life has become less about the validation of society and more about loving himself and living authentically. 

“It’s purpose over popularity… If you don’t do it for yourself, and you’re doing it for others, it’s not going to stick. When you work hard for something for yourself, you appreciate it more. You have so much more self-respect and see your worth, and change how you allow others to treat you. So, be brave, be you!” he says. 

On the fashion front, Jade has been playing around with fabrics to relaunch his fashion line with some staple, timeless pieces; “an on-trend, day-to-day vibe that is versatile”. He’s always believed that fashion is for everyone. That’s why he and business partner Ashley K. Pillay have been working on creating an affordable designer collection, which includes their proudly South African genuine leather handbag collection (currently being fine-tuned). 

Jade gives us a sneak peek. “It’s an everyday trendy, day-to-night unisex bag collection, chic and sophisticated. We are creating pieces that can be paired with what you already have in your cupboard at home to amplify and elevate your look. But there are more components to the CAMPBELL by Jade Campbell collection coming, you’ll see…”  

He has also created The Guest List Agency with business partner Llewellyn Devereaux, an ultra-premium lifestyle PR and marketing agency that specialises in curating exclusive experiences and authentic connections between brands and customers. “We are very big on aesthetics, exclusivity and great energy with a high-class clientele.” 

On the content creator front, you can expect the “new era of Jade Campbell” living unapologetically, living his best and blessed life, showcasing what he loves, being social, good food, good energy, fitness, self-care and self-love, not forgetting the eccentric fashion fits and red-carpet appearances. 

“All I know is that 2025 is going to start with something so big, it’s going to be career-shifting and change the SA fashion industry. I can’t say too much but get your popcorn ready for the ‘show’!” Jade hints. 

Quick Q&A

• Fitness Icons: My personal trainer, Ryan Botha. The work he puts into himself he equally puts into others. Internationally, Matthew Noszka for the way he speaks to mental health with fitness.
• Favourite Foodie Hotspots: In Cape Town, Nikkei – a stylish Japanese/Peruvian restaurant. In Joburg, Paradiso Monte Casino – the ultimate ‘theatre of dining’…
• Describe Yourself in One Word: Resilient.
• Must-Haves in Your Gym Bag: AirPods and a water bottle.
• Fun fact: I never have a towel. I hate carrying too much around with me. I like simplicity.
• On Your Workout Playlist? I love music that evokes drive and makes me want to move. I always sing ‘Milkshake’ by Kelis, LOL! I am also loving ‘Move’ by Adam Port and Stryv featuring Camila Cabello, Keinemusik, Malachiii and ‘Orso’.

Keep up with Jade

Instagram: @jadecampbellofficial
TikTok: @jadecampbell

Words by: Charndré Emma Kippie
Photos: Michael Alexander
Location: Dream Box/@Dreambox_Za, Casalea Spa & Golds Gym Sandton
Stylist: Lea Abvajee
Grooming: Carina Frade
Clothing: Daniel Dujaxco, Campbell by Jade Campbell 

Also read: Jade Campbell, The Game Changer