Thebe Magugu’s fashion plays with binaries; masculine vs feminine, experimental vs traditional and truncated vs oversized styles. His first campaign, A Social Science, is inspired by the women he’s observed on South Africa’s streets. Structured garments rich in colour stand out against the gritty backdrop of Jozi’s central business district. Statuesque and resilient, the women’s strong, composed presence draws our attention to details like elongated sleeves, maize prints and juxtaposed proportions. The duality of the space between the past and present and the unpredictability of the future provided the starting point for this poised, street ready collection.
“Anyone with a history in South African social sciences will tell you that we are a hard people to decode, simply because there is so much to us. As much as the effects of a turbulent past and the fear of an unpredictable future has made us into a conservative and highly superstitious society, our ability to re-invent and re-purpose both ourselves and objects around us speaks of the inherent creativity forged by our need to ‘cope and survive’. This attitude that runs through all Africans, especially here in South Africa. The constant socio-political and economic flux results in a touch-and-go mentality, which might show emotional and physical dexterity – but one, unfortunately, that is a result of emotional and physical upheaval,” says Thebe elaborating on this season’s concept.
Photography: Paul Samuels / Styling: Ben Eagle / Models: Bianca, Iman, Loren, Niler, Tahtam (all BOSS models JHB), Bianca (ICE), Elio (PVT) / Make-up: Annice Roux