XWOMAN is a premium lingerie brand bringing handcrafted elegance from St. Petersburg to South Africa.

 

• When Anita Stafeeva arrived in Cape Town from St. Petersburg five years ago, she never imagined a spontaneous holiday would turn into a new life, a family, and a bold business venture.
• From St. Petersburg to South Africa, XWOMAN is looking to rewrite the rules of lingerie with craftsmanship and confidence.
• Anita is on a mission to bring authentic craftsmanship, thoughtful design, and empowering femininity to South African women.
• Visit www.sandtontimes.co.za for more stories.

 

Five years ago, Anita Stafeeva boarded a flight from snowy St. Petersburg, Russia, to the sun-drenched shores of Cape Town, South Africa. What was meant to be a short, sunny escape from winter turned into a life-altering experience marked by unexpected love, a global pandemic, motherhood, and ultimately, the birth of a bold new lingerie brand: XWOMAN South Africa.

It was just supposed to be a holiday. My friend and I came down to enjoy the sunshine, but almost as soon as we arrived, people started talking about something called COVID. We thought they were being dramatic. Three weeks later, the South African government grounded all flights and closed its borders. I told my friend, ‘They were serious – we can’t leave now’.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

Stuck in Cape Town with no way home, Anita met her now-husband during a night out. When lockdown hit, they ended up quarantining together.

I met my husband while we were out somewhere – just one of those Cape Town nights. And then came lockdown. We ended up stuck in the same apartment together. One thing led to another, and I got pregnant. What else are you supposed to do in lockdown, right? Then we got married. And right after that – boom – I was pregnant again. So now, after five years in South Africa, I’m married with two children.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

A second child followed soon after, and Anita found herself navigating married life, parenting, and a new country all at once. But motherhood sparked something else: the desire to build something of her own.

I was losing my mind at home with two small kids. I needed something exciting. I started looking around at the market in Cape Town to see what was missing – what I could bring that felt fresh and new.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

One glaring gap? Lingerie.

I couldn’t find anything decent. In Cape Town it was either fast-fashion knockoffs from Shein or Temu being resold at 10 to 15 times the price in Sea Point stores, or overpriced sets in the Waterfront from brands I’d never even heard of.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

As a Russian woman who grew up shopping global lingerie brands like Victoria’s Secret and Agent Provocateur, Anita found the local selection lacking.

I just couldn’t understand what I was paying for here. I didn’t see quality or design worth the price.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

That’s when she had an idea: introduce South Africa to handcrafted Russian lingerie – the kind of high-quality, thoughtfully designed pieces that offer real value and style. After scouring the internet, she found the perfect partner: a boutique lingerie designer named Olga, based in Anita’s hometown of St. Petersburg.

She’s young, creative, and incredibly passionate about what she does. Each set she creates is like a work of art. She’s not trying to copy trends or mimic big brands – she’s designing from her heart.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

And so, XWOMAN South Africa was born – a premium lingerie brand made in St. Petersburg and sold online and at pop-up events in South Africa. Each piece is handmade using fine Italian and Turkish fabrics, with unique details you won’t find anywhere else. Take the brand’s signature “wings” design, for example.

We believe every woman already has wings – you just need to remember. So some of our bras feature delicate wing motifs to remind you of your power. It’s more than just underwear. It’s a feeling.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

Another standout feature? Smart sizing.

Most bras have three hook settings, which barely adjust. Ours are adjustable by up to 15 centimetres, which makes a huge difference. It means they actually fit real women – whether you have a wide back, small bust, or curves that don’t conform to standard sizes. Our panties are adjustable too.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

For Anita, lingerie isn’t about impressing others – it’s about self-confidence.

When I wear beautiful lingerie, I feel sexy and strong, even if no one else sees it. It changes the way I walk, how I carry myself. It’s empowering.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

And while the brand is currently sold online, Anita is also bringing the experience offline in true lifestyle fashion.

We’ve got a presence at That Tanning Spot in Gardens, Cape Town, and we regularly host pop-ups around the city. We create a vibe! Bubbles, strawberries and cream, a beautiful location, curated collections from local brands – handbags, jewellery, activewear. It’s a fashion party. It’s fun, feminine, and feel-good.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

Anita’s story is, at its heart, a story of reinvention. From tourist to wife, mother, and entrepreneur, she’s proof that sometimes the most unexpected detours lead to the most empowering destinations. And as for the name XWOMAN?

It’s about being extraordinary. Women are strong, sexy, smart – and we deserve lingerie that celebrates all of that. This is my way of sharing a little St. Petersburg magic with South Africa.

// Owner of XWOMAN South Africa, Anita Stafeeva

 

As the brand continues to grow, it not only brings a touch of St. Petersburg to local shores but also redefines what intimate wear can mean for women – confidence, comfort, and unapologetic elegance, stitched into every piece.

 

XWOMAN is available to shop online.

 

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