Meet the Joburg-born multi-hyphenate shaking up the global creative scene.
In a world that often rewards playing it safe, true growth lies in the courage to take bold risks. It’s in those moments of uncertainty when we step beyond comfort zones that real transformation begins.
Giovanna Barbosa is one such trailblazer, a creative force who proves that the risk of being unapologetically yourself is always worth it.
From the quiet suburb of Meyersdal in Johannesburg South, to the high fashion sets of Paris and the creative studios of London, Giovanna is redefining what it means to be a modern creative. At just 23, the South African-born model, creative director and former professional footballer is proving that with vision and fearlessness, there are no limits.
Kicking off a dream
Giovanna’s journey began on a soccer field. ‘I started playing when I was just two years old,’ she shares. ‘Soccer taught me how to be competitive and achieve my goals.’
Raised in a close-knit household with her parents and older brother, Giovanna’s childhood was filled with love, but it was also clear early on that she was determined to make her own mark.
By the time she reached high school, Giovanna had already hit her stride as a footballer. ‘I was very talented in the sport and I saw a future for myself,’ she says. That vision took her across the world when she moved to the UK after matric to study law on a scholarship. But the journey wasn’t easy. ‘My parents still had to cover part of my fees and we went through a financial challenge,’ she shares honestly.
It was her relentless drive shaped by years on the pitch that helped her find a way forward. She earned another scholarship, this time in Ireland and completed her LLB degree. While others may have been discouraged, Giovanna’s ambition only grew. ‘Since I was a little girl, I always wanted more for myself,’ she says with confidence.
From the courtroom to the runway
In early 2025, Giovanna entered the world of fashion. Within months of starting her modelling career, she was already turning heads, not just for her looks but for her message. For Giovanna, modelling wasn’t about fitting into a mould, it was about breaking it.
‘Being a footballer made me a driven person. That drive translated into becoming a model and a creative director,’ she says. But more than just aesthetic work, her campaigns carry depth and purpose. ‘Becoming a creative director was about having a voice and using it to speak for others too. You have to take risks, otherwise you’ll miss opportunities that could change your life.’
It’s this sense of courage and intention that sets Giovanna apart. Sometimes, she says, people misunderstand what she does. ‘They focus on my body or appearance, but forget the message behind my work. Like everything in life, you need to look deeper, beyond the surface.’
One campaign that’s especially close to her heart is Miss Unforgettable, which was both planned and shot in Paris and Johannesburg. The fashion-meets-music visual was a personal project, created to help her reconnect with herself. ‘For about four years, I lost who I was. The campaign was a message to myself – a reminder to never forget my identity,’ she highlights.
Rooted in South Africa
Despite building her career in Europe, Giovanna’s South African identity is something she carries with pride. ‘Being South African means everything to me. We have so much talent here. People used to call me ‘European-branded,’ but I want the world to know I’m South African.’
Her Portuguese heritage also plays a role in her identity, but it’s her South African roots that keep her grounded. ‘We can do everything America and Europe can do,’ she says boldly.
When it comes to inspiration, Giovanna names Zendaya and Tate McRae- two artists known for their versatility as major influences. ‘Zendaya went from Disney to music to acting and I really resonate with that diversity,’ she explains. But perhaps her biggest role model is closer to home, her mother. ‘She is the most hard-working person I know. She believes 100% in what she does and inspires me every day.’
Other influential figures in her life include her late grandmother’s best friend, Aunty Dulce, who encouraged her to dream big.
A rising global presence
Giovanna’s creative vision is deeply emotional. ‘My first step is always how I want people to feel. I don’t start with a Pinterest board, I start with emotion,’ she shares. This unique approach has led to standout work like Femme Fatale and Change: The Art of Power, both of which explore deeper themes of identity and femininity.
Miss Unforgettable, shot in Paris, marked a turning point. It’s the third chapter in her cinematic trilogy, a bold visual exploration of self, passion and memory. The campaign challenges traditional beauty standards, blending dance, fashion and emotion into one striking piece. ‘It’s about being impossible to forget. She’s who I am, without apology.’
Her growing international presence has earned her features in top publications like Seline, Mirror Magazine, Fashion France, and Elite Luxury Magazine, which praised her as ‘a total reinvention of the fashion narrative.’ This year, she was nominated for the UK Influencer Rising Star Award and signed with E1 Models, solidifying her place as one of the most exciting emerging talents in fashion.
The next creative frontier and a legacy of fearlessness
Giovanna isn’t stopping there. Her next chapter is music. ‘Since the age of six I’ve played piano and guitar. Between my studies and football, music was always my escape,’ she says. Her team recognised her talent and saw the build-up from sport, to modelling, to dance and now, the natural progression into music. She hopes to one day perform at the O2 Arena in London.
When asked about the legacy she wants to leave, Giovanna answers without hesitation: ‘I want people to remember me for being fearless, for giving people a voice. I want to be known for creating worlds that felt like truth.’
In an industry that often moves too fast, Giovanna stays grounded by staying true to herself. ‘It’s hard work, but I stay focused by only taking on projects that resonate with me.’
As a proud daughter of Joburg South, Giovanna Barbosa’s story is not just about chasing dreams, it’s about showing others how to make theirs a reality too.
‘Never apologise for who you are. Just be you because there is no one else like you,’ she shares.
Off the cuff:
- What’s a risk you’re glad you took?
Leaving South Africa because if I hadn’t, I wouldn’t be where I am now.
- What’s one outfit that makes you feel unstoppable?
A white suit.
- What’s a piece of advice you’ll never forget?
Take the risk or lose the chance.
Text: Desnay Peterson. Photo: Daniella De Gouveia. Styling and wardrobe: Mercedes De Gouveia. Hair: Legends Hairdresser. Make-up: Bee Beautiful Salon.
Never apologise for who you are. Just be you because there is no one else like you
