“I’m always focusing on stories that are quite niche, but run the risk of being forgotten,” says the designer.
Growing up in the South African cities of Kimberley and Johannesburg, designerwas exposed to a variety of African tribes and traditions from a young age. The diverse beauty of his country has always informed his design work. “I’m always focusing on stories that are quite niche, but run the risk of being forgotten,” Magugu says.
Although each dress in the collection—which will be available in early June on Magugu’s website and select retailers—is graphic and summery, Magugu wanted each to have its own individual flair. The Tswana-inspired dress, for instance, depicts two subjects beating on a drum that they made, a nod to the tribe’s tradition of beadwork and handiwork. For the Soto tribe, Magugu incorporated their traditional dress onto the garment.
Creating the collection was an education for Magugu as well. “I know quite a bit about [South African] culture through friends and family, but when we were looking at each culture, it gave me even more of an appreciation.” The designer says that’s why he loves fashion—he wants to continue sharing his country’s beauty with others. “If I was just doing clothes for clothes sake, I might want to look at another discipline,” he says.
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