Hanneli Rupert stands out as a visionary in African luxury fashion and design, merging cultural heritage with contemporary craftsmanship. As the founder and creative director of Okapi and the curator of the concept store Merchants on Long, Hanneli has championed ethically sourced, locally produced luxury goods long before sustainability became a global fashion imperative. Through her work, Hanneli has redefined African luxury while elevating artisanal excellence on the global stage.
Hanneli’s journey into fashion and entrepreneurship began after earning a Bachelor of Arts in Painting at the Wimbledon School of Art in London. Returning to Cape Town in the late 2000s with a sharp eye for artistry and authenticity, Hanneli launched Okapi in 2008, a luxury accessories label crafted entirely from South African materials with a focus on traceability and ethical production. In 2010, Hanneli opened Merchants on Long, a concept store designed to showcase the finest African design, creating a platform where culture, craft, and commerce converge.
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Hanneli’s creative philosophy centers on sustainability, craftsmanship, and community impact. Okapi’s handbags, jewelry, and accessories are handmade from locally sourced leathers such as ostrich, springbok, and blesbok, often byproducts of regulated farming practices, a conscious choice Hanneli champions as a model of responsible design. Merchants on Long has become a destination for both emerging and established African designers, offering visibility and market access that reflects Hanneli’s commitment to nurturing local talent.
Hanneli’s influence extends far beyond retail. As Vice‑Chair of the Michelangelo Foundation for Creativity and Craftsmanship, Hanneli contributes to global conversations on preserving artisanal skills and celebrating makers worldwide. Her work demonstrates that Hanneli is not just a designer and retailer but a leading advocate for cultural preservation, ethical industry practices, and the elevation of African craft in international markets.
Looking ahead, Hanneli continues to position African craftsmanship at the forefront of global luxury. With a career rooted in authenticity, sustainability, and cultural respect, Hanneli is shaping a future where African luxury is defined not by imitation but by innovation, integrity, and enduring artistic excellence, leaving a legacy that inspires both designers and consumers alike.
