THEBE MAGUGU
“I feel like a lot of people draw a
blank when it comes to South
Africa – in fact, Africa in general,”
notes Thebe Magugu. “But I really
want to inform people about the
rich heritage and history that we
have, and present it in a modern
way.” As South Africa experiences
an explosion of new-generation
creativity, Magugu’s brand offers
garments that challenge outmoded
ideas of a homogeneous “African”
aesthetic but remain suffused with
his country’s visual codes. Elegant
eclecticism, nods to asymmetry and
fabric wraps, prints incorporating
South Africa’s national flower,
collections entirely produced in his
homeland... a wealth of design
motifs speak to Magugu’s national
pride. But the stories that lie
beneath are equally important.
Each of his collections is named
after a university subject, in
homage, he says, to his exploration
“of key moments, histories and
people from my background”: from
the horrific wave of domestic
violence that swept the nation as
he designed Home Economics,
to the blend of traditional and
modern tropes that inspired
African Studies. “I want my brand
to provide beautiful, culturally
rich clothes that can stand out of
context as well as within it,”
Magugu continues. “I really just
want to elevate the perception of
South Africa – and for people to see
that there is the potential for a very
exciting, bubbling industry here.”MESH MINIDRESS, £610,
THEBE MAGUGU, AT 24S.COM27009-19-WellWales.indd 270 05/07/2019 10:45