Abstract The South Equatorial Belt (SEB) of Jupiter is known to alternate its appearance at visible wavelengths from a classical belt-like band most of the time to a short-lived zone-like aspect which is called a “fade” of the belt, hereafter SEBF. The albedo change of the SEB is due to a change in the structure and properties of the clouds and upper hazes. Recent works based on infrared observations of the last SEBF have shown that the aerosol density below 1 bar increased in parallel with the reflectivity change. However, the nature of the change in the upper clouds and hazes that produces the visible reflectivity change and whether or not this reflectivity change is accompanied by a change in the winds at the upper cloud level remained unknown. In this paper we focus in the near ultraviolet to near infrared reflected sunlight (255–953 nm) to address these two issues. We characterize the vertical cloud structure above the ammonia condensation level from Hubble Space Telescope images, and the zonal wind velocities from long-term high-quality images coming from the International Outer Planet Watch database, both during the SEB and SEBF phases. We show that reflectivity changes do not happen simultaneously in this wavelength range, but they start earlier in the most deep-sensing filters and end in 2010 with just minor changes in those sensing the highest particle layers. Our models require a substantial increase of the optical thickness of the cloud deck at 1.0 ± 0.4 bar from τcloud = 6 ± 2 in July 2009 (SEB phase) to semiinfinite at visual wavelengths in 2010 (SEBF). Upper tropospheric particles (∼240–1400 mbar) are also required to become substantially reflectant and their single scattering albedo in the blue changes from ϖ0 = 0.905 ± 0.005 in November 2009 to ϖ0 = 0.95 ± 0.01 in June 2010. No significant changes were found in the cloud top heights or in the particle density of the tropospheric haze. The disturbance travels from the levels below ∼3 bar to a level about 400 ± 100 mbar. We derive an upward velocity of 0.15 ± 0.05 cm/s, in agreement with a diffusive process in Jupiter’s upper troposphere requiring a mean eddy coefficient K ∼ 8 × 105 cm2 s−1. On the other hand, cloud tracking on the IOPW imaging showed no significant changes in the zonal wind profile between the SEB and SEBF stages. As in other visually huge changes in Jupiter’s cloud morphology and structure, the wind profile remains robust, possibly indicating a deeply rooted dynamical regime.