Whiteness has always been visible and marked in Africa. This is what makes whiteness in Africa distinct from whiteness in the West. This article explores the question of how the visibility of whiteness matters for its politics by focusing on the case of Zimbabwe. Much of the work on whiteness in this country, concentrating solely on the white farming community, presents the white population as a homogeneous group. This article uses the urban–rural divide to challenge such a portrayal and to explore the relationship in Zimbabwe between the politics of representation and the politics of whiteness in the postcolonial era. Based on four years of ethnographic research, it investigates urban and rural whiteness together because they are interrelated. We make two specific observations: first, that urban privilege has remained invisible because white Zimbabweans and white privilege are imagined to be connected to the land and to being a farmer. Urban whites have perpetuated this stereotype, which helped mask their own privileged lives. Second, we demonstrate that the defence of white privilege happens through means other than simple denial. Our interview data shows that, despite urban whites’ acknowledgement and understanding of white privilege, they still defend and try to legitimize it. Finally, we conclude that raising awareness and demanding acknowledgement of white privilege might be a necessary but insufficient condition to end it.