At the age of 24, Cape Town-based Azee Green has established herself as a fashion, beauty and lifestyle content creator. She spoke to MatieMedia’s Takudzwa Pongweni about her big break and her approach to social media.
It’s mid-afternoon on a sunny day in Cape Town. Azemahle Dyubeni, or Azee Green as she is known online, has had another busy day. Green is a fashion, beauty and lifestyle content creator. “I like to think of myself as just a creative […] A creative person who likes to make her life beautiful and be in beautiful spaces and have kind and creative people around me,” says Green.
Born and raised in Cape Town, the 24-year-old Green maintains she never expected her life to pan out as it did. “I didn’t realise what I was getting myself into. I just really liked posting my outfits on Instagram,” says Green. Her love for fashion partly originated from her family.
“My family is, like, really fashion-forward and they care about what they wear. That is just how I grew up,” explains Green.
Azee Green is a Cape Town-based fashion, beauty and lifestyle content creator, steadily working on growing her platform and solidifying herself in the industry. PHOTO: Takudzwa Pongweni
Azee’s big break
Green struggled in March 2020. She had just broken up with her long-term partner and the nationwide lockdown had been imposed.
But then, during the same month, she landed one of her most high-profile campaigns with Cotton On.
What was supposed to be a once-off collaboration is now one of the reasons Green is so prominent amongst the fashion-forward youth in South Africa.
“They [Cotton On] said: ‘We’ll sign you on for three more months.’ Then it kept on being three more months,” says Green. “And here we are two years later, and I’m still with them.”
She believes one of the reasons for her popularity and success is because she is challenging beauty standards within the influencing industry.
“A lot of people in fashion influencing in South Africa never thought that thick girls would be where they are now,” she says. “I have really contributed to – at least in Cape Town – changing people’s mindsets about seeing influencers that are not what is considered normal, everyday size.”
A close friend, Phindi Xulu, who has been friends with Green since 2016, believes this is just the start for her. “When I see the most influential people in the world, like [the American social media star] Jayda Wayda, I think of her because that’s where Azee is heading,” says Xulu.
Azee Green prides herself on challenging beauty standards within the influencing industry. “I really like to wear things that people think, ‘Oh, since she’s bigger, she wouldn’t wear that.’ If there is a size, then I can wear it. As long as I am comfortable, then I’m good,” says Green. PHOTO: Supplied/Azee Green
The perfect fit
While Green receives many offers from brands wanting to collaborate with her, she often says no.
“I am more selective now about which brands I will work with; I do not work for the sake of free clothes or publicity. It has to align with who I am as a person,” explains Green.
Fresh off a campaign with the multinational clothing company H&M, Green says the partnership was natural for her, given H&M’s commitment to sustainability.
Green is also committed to working with brands that are authentically South African. “I try to work with brands that I can say are truly a South African brand […] that means a lot to me,” she says.
“I don’t aim to be best-dressed in the room,” says Azee Green. “I aim to feel good when I’m wearing whatever I’m wearing. And for it to make sense to me.” PHOTO: Takudzwa Pongweni
Navigating social media
Green has created a solid platform for herself with over 67 000 followers across Instagram, Facebook and YouTube. While this has its benefits, it also has its drawbacks, explains Green.
“When I was younger, I was sharing too much of an opinion, and some of these were misconstrued. A lot of people took offence, and that came with a lot of bullying, some warranted and some unwarranted. But I’ve grown,” says Green. “Lately, I refrain from stating an opinion on social media. Neutrality is the best thing […].”
Green explains that she will speak up about matters close to her heart, like gender-based violence and body positivity.
“I won’t go out of my way to make that my image because I am not an activist,” continues Green.
Regarding online trolls, Green pays them no mind. “I just preserve my energy; spreading negativity reflects on you and has nothing to do with me,” says Green.
Being in the right headspace is crucial for Green to create content. “If I am not emotionally well, I can’t do well with the content I create […] When I do not feel up to doing content, I don’t do it,” says Green.
“It means a lot to me when people say that I inspire them to be themselves and do whatever they want to do,” says Azee Green about her influence and social media presence. PHOTO: Takudzwa Pongweni
Beyond the photos
Green currently studies strategic brand communication at Vega School in Cape Town. She believes she will ultimately establish herself in the fashion industry. She explains that her love of interacting with people, and fear of being limited with only fashion knowledge, influenced her degree choice.
“My degree opens me up to being creative and being in any field, especially if I specialise in luxury brand management,” says Green.
“I didn’t want to limit myself with my creativity and I feel like a fashion degree would have done that,” explains Green.
Green insists that there is no discrepancy between her social media persona and her real life, a statement supported by close childhood friend Xolelwa Solo.
Solo maintains that the little bit people see on social media accurately illustrates who Green is in real life.
“I know sometimes people curate what they post on social media to look more favourable, but I can definitely say the Azee you see on social media is the same person we are exposed to as her close friends,” says Solo.
An avid poetry reader, Azee Green developed a close relationship with her eighth-grade teacher, Miss Hendricks. “I did a Maya Angelou poem once in class, and she loved it so much, and we bonded from that,” says Green. This tattoo on Green’s arm is a quote from her favourite Warsan Shire poem: “For women who are difficult to love.” PHOTO: Takudzwa Pongweni
Overcoming personal challenges
In December 2020, Green lost her mother. “It was super tough. She was such a strong person who had gone through so much, so I didn’t feel robbed,” explains Green.
In July 2021, her sister also passed away. Green frequently tweeted about dealing with grief. “It would have been weird of me to not have said anything,” explains Green.
Her mother and sister contributed significantly to Green’s creativity and stylistic choices. “My mom would have been horrified to see me out here today with no accessories. And I always used to joke and say my sister was my stylist,” says Green.
What’s next for Azee?
Green has grand plans for the next ten years of her life. She wants to work towards a master’s degree or MBA, and would like to live in Europe at some stage. Another dream is to own her own consultancy firm and to work with African luxury brands such as one of her favourites, Thebe Magugu.
“I have always wanted to be a consultant of some sort, and I feel like African luxury brands could have better branding. I could be the one to change that,” explains Green.
Green has various collaborations scheduled in the upcoming months, including hair styling products and a new footwear brand that will launch soon in South Africa. “I’m very excited for these collaborations,” says Green.
Once she closes the chapter on influencing and content creation, Green hopes people will remember her for the culture she tried to create.
“I want to leave a culture of just being authentic to whatever experience you are living. A culture of doing things for yourself and being true to yourself.”