A fiery declaration of self-love ignites SA‘s lingerie scene

PREPARE to have your perceptions of power and beauty redefined. Local lingerie brand KAAL, helmed by the multi-talented model, actress, and DJ Roxy Louw, has just unleashed its groundbreaking “ICONIC” campaign, and it’s sending seismic waves of self-love and empowerment across the nation.

- SAMEER NAIK

This isn’t just about showcasing exquisite lingerie; it’s a bold declaration that a woman’s power resides within her, waiting to be unleashed. For Louw, the “ICONIC” campaign is personal, born from “a fire in my chest —a deep desire to redefine what power, beauty, and sensuality look like when women claim it for themselves.

Her vision is crystal clear: “We're not waiting to be discovered. We're not asking for permission. We’re becoming our own icons, on our own terms. The campaign is a love letter to every woman who’s ever second-guessed herself, reminding her that her power is already within.”

This powerful message is brought to life by a captivating collective of South African icons, including the radiant Louw herself, the ever-stylish Shashi Naidoo, and the striking Shakina Venter, among other inspiring figures.

Each woman embodies a unique facet of strength and beauty, proving that “ICONIC” isn’t a look — it’s a state of being. Louw’s personal philosophy on beauty and confidence is woven into the very fabric of KAAL and the “ICONIC” campaign.

“For me, beauty has always been about energy — not perfection,” she asserts.”

The synergy between Louw’s experience as a model and her role as the owner of a thriving lingerie brand gives KAAL a unique edge.