In a breathtaking homage to South African icons, Thebe Magugu unveils his third Heritage Capsule collection, this time celebrating the age-old tradition of lobola negotiations.
Since 2022, Thebe has been crafting collections that pay tribute to the rich tapestry of South African culture, each instalment focusing on a unique aspect of the nation's diverse heritage. His work is indeed a vibrant testament to his roots.
This latest collection takes a deep dive into the customs surrounding lobola, a traditional pre-marriage negotiation process.
Raised in Kimberley and Johannesburg, the 2019 LVMH-prize winner's designs are deeply influenced by the traditions he grew up around as well as his family. His latest collection, Heritage III: Lobola Negotiations, is no exception. It not only continues the narrative of celebrating South African culture but also introduces a menswear line, broadening the scope of his tribute.
In collaboration with artist Phathu Nembilwi, each piece in the collection is adorned with illustrations that capture the essence of lobola.
The womenswear segment of the collection showcases nine shirt dresses brought to life with vibrant, digitally printed illustrations. For menswear, Thebe presents collarless long-sleeved shirts with the same digital prints paired with tailored black trousers.
The collection is accessorised with fez-like hats, a collaboration with local hat maker Simon and Mary, and classic footwear from South African brand Dakota.
Thebe's vision for this collection extended beyond the designs to the casting of the campaign. He enlisted a diverse group of South African luminaries to embody the spirit of the collection. Among them are Ama Qamata of Netflix's Blood & Water, celebrated author and director John Kani OBE, broadcaster and businesswoman Anele Mdoda, Professor Thuli Madonsela - who is also on the judging panel of the Santam Women of the Future awards - celebrity chef Mogau 'The Lazy Makoti' Seshoene, musician Tresor Riziki and ceramic artist Zizipho Poswa to name a few.
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Speaking to TRUELOVE, Mogau explains how much of an honour it was for her to be a part of this iconic campaign.
"I was honoured and thrilled when Thebe got in touch to ask if I'd be part of the campaign. As someone who has long been a fan of his work, more so, his ability to centre us, our heritage and culture on a world stage and to celebrate and stay true to who we - and he - is while carving a new path to display and share globally our stories is just something I greatly admire.
"And of course the themes of the collection tie in so beautifully with my own brand values at The Lazy Makoti. A coming together of culture and heritage in a new way that seeks to preserve and celebrate while navigating the new world that we exist in."
In one post Anele writes, "A creative genius calls and says hey… I need you on my latest campaign and I say… OF COURSE!!!!"
Some of the other celebrities featured in the campaign took to Instagram to express their excitement and gratitude.
