Elaine Opens Up About What Soft Girl Sundaze Is Really About

South African R&B singer and songwriter Elaine is taking her creativity beyond music with the launch of Soft Girl Sundaze (SGS), her own Pilates and wellness venture. But Elaine says SGS is more than just a workout space — it’s a wellness experience rooted in music, culture, and self-care.

View this post on Instagram

A post shared by SHINING STAR ✨ (@elaineofficial_)

“Softness (to be soft) is a decision that one makes every day,” Elaine said, explaining the philosophy behind her new venture. The studio is designed to be a safe, inspiring space where women can relax, connect, network, and recharge. It’s about celebrating creativity, embracing softness as a form of strength, and prioritising wellness in everyday life.

Speaking to TRUELOVE, Elaine explained that Soft Girl Sundaze is a natural extension of her artistry, not a shift away from her music career. “I started Pilates after a terrible ankle injury on a music video set in LA. Aside from Pilates being a form of rehabilitation for my ankle, it also made me so much more protective and aware of my body and taking care of it – especially as a musician. We put our bodies through the most, especially when touring. Every Pilates session feels like a reset for me.”

She also highlighted the creative side of SGS, comparing it to curating her own music: “Soft Girl Sundaze is rooted in wellness, music and culture. Curating SGS is like putting together a track list of my album or creative directing my rollout. Mood boards, colour pallets, music playlist selection, DJ selections, you name it. I get to be creative for a different reason and that’s major for me. I love being creative.”

Elaine’s idea for SGS grew from her personal experiences. “The thought of going to the gym always put me off. Gyms always came across as a bit intimidating to me. That’s when I started doing Pilates, and I fell absolutely in love with the slow movements that demand strength and intention,” she said. Realising how Pilates creates community inspired her to add live music and turn SGS into a monthly ticketed event that celebrates wellness, culture, and connection.

Currently, SGS travels to different cities around the world, with each edition offering a unique experience. Elaine shared her excitement for the future: “We are currently planning our first international edition, and words can’t express how excited and grateful I am.” She added that the live DJ mixes, which are growing on YouTube, will include international acts, expanding the music and wellness experience even further.

Running SGS hasn’t been without challenges. Elaine admitted, “In the wellness space, I had to learn how to remove myself from the centre of SGS and put the focus on the women who are a part of SGS and their needs.” Despite the hurdles, Elaine has created a space where women can embrace self-care, creativity, and strength — all while enjoying music and community.

Soft Girl Sundaze shows that Elaine’s vision goes beyond music, proving that wellness and artistry can thrive together.