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Thebe Magugu: Preserving African narratives through fashion
South African fashion designer Thebe Magugu needs no introduction. His eponymous luxury fashion brand has gained acclaim over the years for its ready-to-wear collections rooted in education, while exploring parallel concepts through multidisciplinary capsule projects.
Recently announced as a finalist in the Création Africa programme, Magugu is now focusing on capital investment and mentorship to enhance his impact on the fashion industry both locally and internationally.
At its core, Magugu is driven by a mission to preserve history and culture, relaying African stories and craftsmanship to the world. This commitment is reflected in how each collection is named after a university subject, such as ‘Alchemy’, ‘African Studies’, or ‘Home Economics’.
“I started my business in 2017 as an afro-encyclopaedic look at key events, people, histories, and culture that run the risk of being forgotten but could be immortalised through the power of cloth,” says Magugu. “Our story as Africans has historically been told by others, and we wanted to create a brand that authentically tells those stories.”
Over the years, the South African designer has made a mark on the global fashion scene, winning the Louis Vuitton Moët Hennessy Prize in 2019, collaborating with Christian Dior, Adidas, and Valentino, and showcasing at recent Paris Fashion Weeks. As a result, Magugu takes pride in creating jobs — from his own team to impacting the entire fashion value chain.
Now, Magugu’s vision is to continue expanding the brand internationally and through ‘Magugu House’ – a multifaceted campus in Johannesburg that aims to include artist residencies, workshops, a café, a library, and event hosting, in addition to his showroom and bespoke art galleries. Recognising its cultural significance, Magugu House was recently named one of TIME Magazine’s World’s Greatest Places of 2024.
In May, Magugu and his company were announced as one of the top 12 entrepreneur finalists selected for the Création Africa programme, providing incubation, funding, and access to international investors’ networks.
For Magugu, the French programme represents a crucial stepping stone in the brand’s growth. He values the mentorship from industry leaders, financial support, and business development opportunities. “Strengthening the business side of my cultural and creative enterprise through Création Africa has been incredible,” he says. “The varied levels of mentorship led to powerful paradigm shifts and helped me make better decisions to upscale and grow.”
Bringing his creative vision to life is a driving passion for Magugu. With the support of Création Africa, he is set to continue his journey of elevating African narratives through fashion, ensuring the continent’s stories and cultures are authentically and beautifully represented.
Also see: MaXhosa Africa announces new collection for Paris Fashion week
The post Thebe Magugu: Preserving African narratives through fashion appeared first on Bona Magazine.
