Unpacking 'Slay Queens': inside South Africa's most controversial lifestyle

If you’ve been hearing the term “slay queen” tossed around on TikTok, Instagram, or local chat shows, here’s the lowdown.

The term originally emerged in South African popular culture to describe women who use fashion, social media, and charm to navigate the social and economic landscape, often flaunting designer clothes, hairstyles and lifestyles to make an impact. You know, slaying!

Now, Showmax brings this phenomenon to the screen. The original series "Slay Queens", premiering on October 31 with new episodes every Friday, dives deep into the lives behind the label.

It explores the glamour, ambition and grit of slay queens themselves, alongside the men who orbit this world.

Ballers, as they’re sassy-ly known, give audiences a full picture of the social, cultural and economic ecosystem that fuels this lifestyle.

DJ and influencer Cyan Boujee is one of the standout figures in "Slay Queens". Known for her unapologetic personality and viral social media moments, Boujee has amassed a significant following on platforms like Instagram and TikTok.

Her content often showcases a glamorous lifestyle, sparking both admiration and controversy. Recently, she faced backlash after promoting a Russian "fresh start programme" that was later linked to human trafficking and labour exploitation.

Boujee swiftly removed the video and issued a public apology, acknowledging the severity of the issue and vowing greater caution in the future. Her inclusion in the documentary is fitting, as she embodies the complexities of the "slay queen" phenomenon.

Multi-award-winning amapiano star Mr JazziQ, owner of Jozi nightclub Vibes on Main, adds a key perspective on the nightlife ecosystem where slay queens are both a presence and a force.

His insights show how this lifestyle doesn’t exist in isolation; it shapes trends, drives social energy, and even influences economic activity in nightlife and entertainment spaces. 

In June 2024, Mr JazziQ was also recognised as the most-streamed South African artist among Gen Z listeners on Spotify

Author and media personality Jackie Phamotse, a self-proclaimed former slay queen, brings lived experience to the conversation. Her bestselling book "Bare" explores vulnerability, societal pressure and the consequences of chasing the high life.

Phamotse reflects on the emotional and social toll of living in the spotlight, providing audiences with a candid, nuanced understanding of what it means to walk away from a persona that’s glamorous on the surface but demanding underneath.

Adding an academic lens, Lebo Masango, anthropologist and author of "The Soft Life: Love, Choice and Modern Dating", explores the economic and cultural dynamics behind the slay queen phenomenon.

Drawing from her Master’s research, she unpacks transactional relationships, societal pressures, and the pursuit of financial independence, showing how these factors combine to create a lifestyle that is both aspirational and contested.

Other voices in the series include a Sangoma, an Uber driver, and a promoter, offering perspectives from the spiritual, economic, and logistical corners of this world.

Their inclusion ensures the documentary captures the full ecosystem surrounding slay queens, highlighting the everyday realities behind the headlines.

“'Slay Queens' was born from a need to hold up a mirror to a world we often speak about in whispers, memes or judgement, but rarely listen to directly,” says executive producer Vusi Zion. 

“I was inspired by the courage of women who live these realities every day, by the men and communities affected, and by the silence surrounding their truths."