The world of high fashion is filled with bright colours, lavish patterns and intricate designs, but the true criteria for a skillful designer is the originality in their clothing. In the image to the right, my eye was drawn by only one thing; the logo on the right hand corner; the Adidas logo. How was it that something of this level of class and edge had a logo of such a common sports brand?
Fashion is a major part of our lives. Whatever the trend, everyone will be wearing it on the streets. We see it in everyday life, and it gives people a sense of identity. What you wear defines you. In a world where the clothes you wear say so much about you, and fashion changes everyone and anyone’s perception, we overlook so many fantastic designers who are changing the fashion industry and going against stereotypes and social norms.
Thebe Magugu, the future of fashion.
Based in Johannesburg, South Africa, he has dedicated his life to fashion, and he is inspired by his African heritage, and is considered one of the upcoming names in the industry, and has been featured in Paris Fashion Week. Thebe led a simple life during his early years in a town called Kimberly, and then went on to study at the London International School of Fashion (LISOF) in Johannesburg in 2016. He then released his debut fashion line called Geology.
Thebe is known for his fashion retelling of the many stories about Africa, and showing an insight into the unique experience of Africans. One of his most significant and recent collections of clothes, SS23, is using the idea of Africa’s circumstance, and their ways of life, and turning it into fashion. Africa, being an undeveloped country, is often mistreated and their land has been continuously used as a dumping ground. Developed nations such as the United States of America and countries from Europe scrap their textile waste into different parts of Africa, as an easy way to get rid of it. In Africa there is an island called Dunusa where a lot of second hand clothing goes from countries of higher positions, and is left in a dump. For this collection (SS23), Thebe locally sourced the easily available material from the textile dumps in Dunusa, and created his masterpieces. In fact, in this part of Africa, you will see a lot of people wearing random branded clothing, from Adidas hoodies, to polo t-shirts and thriving off of what is available .
I find it very profound how instead of only focusing on the quality of the product, or the level of sophistication in the clothing, he has chosen to highlight on his cultural and national identity through his clothes. He is trying to highlight the ecological impact of these unethical practices, and narrate the story of his people, and how they deal with it. In an interview, Thebe said, “Two things that my culture is known for include our beadwork, or handwork, and our storytelling. I love to think that I carry on that heritage and culture through the work that I do.” This story telling tradition that he states, continues through the story that his collection is telling.
There is a notion with high fashion that only people of privilege and wealth are entitled to it. The Jimmy Choo- wearing ,Prada bag- holding person. But, Thebe tries to use his platform for storytelling, and to address different social issues such as gender-based violence, and government corruption. Just like how musicians and singers use their songs as a means to express themselves and what they stand for, Thebe uses his fashion. So instead of solely focusing on the aesthetics of his clothes, he focuses on what messages he can integrate into them, to start that conversation in society, and have Africans find a relation with his fashion, even if they cannot afford it.
Fashion is an art, and it is perceived in different ways through different eyes. Thebe Magugu uses his exquisite skills and incredible stories to let us into his customs and helps us see what he has lived through, and does it all through a pair of pants.
