South African fashion designer, Thebe Magugu, needs no introduction. Named after him, his luxury fashion brand has garnered acclaim over the years for its ready-to-wear collections rooted in education, and continues to explore parallel concepts through multidisciplinary capsule projects. Recently announced as a Création Africa programme finalist, Magugu is now setting his sights on capital investment and mentorship to grow his impact in the fashion industry locally and internationally.
At its core, Thebe Magugu is driven by a mission to preserve history and culture and relay 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 other people, 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 fashion scene globally, as the winner of the Louis Vuitton Moët Hennessy (LVMH) Prize in 2019, through outstanding collaborations with Christian Dior, Adidas and Valentino, and with several shows at recent Paris Fashion Weeks. As a result, the young creative entrepreneur prides himself in creating jobs, from his own team to impacting the whole 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 impact, Magugu House was recently named one of the TIME Magazine’s World’s Greatest Places of 2024.
In May this year, Magugu and his company were announced as one of the Création Africa programme’s top 12 entrepreneur finalists selected for incubation, funding and an immersion into 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 assistance with his business growth. “Strengthening the business side of my cultural and creative enterprise through Création Africa has been incredible,” Magugu notes. “The varied levels of mentorship led me to powerful paradigm shifts and helped me make better decisions about my business to upscale and grow.”
Bringing his creative vision to life is a driving passion for Thebe Magugu. With the support of Création Africa, he is set to continue on his journey of elevating African narratives through fashion, ensuring the continent’s stories and cultures are authentically and beautifully represented.
