SA Fashion Brand Thebe Magugu Announces Its Collaboration With Adidas. South African fashion brand Thebe Magugu took to Instagram to announce that it has partnered with Adidas to create their first African inspired collaboration collection.
The post read, “adidas x Thebe MaguguFinding Beauty “Thebe Magugu unites with adidas on their first collection inspired by African heritage, inclusivity, and kinship. The collection takes inspiration from memories of my family and childhood to bring you a bold collection that sits on the intersection of lifestyle and performance. The campaign imagery intentionally features South African nostalgia and a proud cast of models, including my mother Iris Magugu & aunt Esther Magugu”- TComing Soon”
“THEBE MAGUGU” is a luxury South African fashion brand. The brand offers ready-to-wear collections while exploring parallel concepts through multidisciplinary capsule projects. Between pillar practices of cultural honour, novelty and uncompromising quality, it is establishing an identity marked by self-evolving timelessness. The company constantly seeks new ways of presenting women & men with clothing that embraces and enhances their everyday experience. Sleek, forward-looking design intersects with motifs & details that draw from the continent’s storied past, complex present and exciting imagined futures, providing smart, multifaceted clothes that mirror the inspiring qualities of the people they are made for.
Magugu commented: “I’m infinitely inspired by the energy of the women in my life and the heritage of my native land. Bringing together such personal stories through design and blending them with Adidas’ iconic performance and lifestyle pieces has been an amazing process. The collection really celebrates all the positive influences around me, and a sense of community that is so important to me. I hope it inspires the same joyful feeling in those who wear it. The tennis pieces will be worn by world-renowned players during one of the sport’s most iconic tournaments this summer – I am proud to play a small part in championing the sport and helping to make it more inclusive.”