Thebe Magugu is a groundbreaking fashion designer from South Africa who has taken the world by storm. He uses clothes to tell powerful stories about his country, its history, and its people. His designs blend modern fashion with African culture, making him a true storyteller in fabric. Born in Kimberley, he now works in Johannesburg, the creative hub of South Africa. He launched his brand in 2016, and it quickly became a global name. Celebrities wear his designs, and he has won major awards. This article explores his life, his creative vision, and how he shares South Africa’s stories through fashion.
His Early Life and Education
Thebetsile “Thebe” Magugu was born on September 1, 1993, in Kimberley, a small city in South Africa’s Northern Cape, famous for diamond mining. Growing up, he was glued to the TV, watching international fashion shows and music videos. These sparked his love for design. His mother, a single parent, supported his creativity, letting him sketch outfits inspired by what he saw. As a child, he dreamed of making clothes that could tell stories, just like the shows he loved.
As a teenager, Thebe moved to Johannesburg to chase his dreams. He enrolled at LISOF, a top school for fashion, photography, and media. There, he learned to design clothes, take photos, and tell stories through visuals. He worked hard, earning the award for the best graduate collection. But his journey had challenges. He applied to Central Saint Martins in London, a famous fashion school, but was rejected. This pushed him to prove himself in South Africa. After graduating, he worked for local designers and retailers, learning the industry. In 2016, at age 23, he started his own brand with little money but big ideas. He sold his early designs online and at pop-up shops, slowly building a fan base.
Winning Big Awards
In 2019, Thebe made history by winning the LVMH Prize for Young Designers. He was the first African to win this major award from the luxury group Louis Vuitton Moët Hennessy. It came with €300,000 and a year of mentorship, helping him grow his brand. That same year, he also won the International Fashion Showcase by the British Fashion Council. These wins put South African fashion on the global map and made his country proud.
His success continued. In 2021, he was a finalist for the International Woolmark Prize, a top award for creative material use. In 2024, he received the first Global Excellence Award from the Top 16 Youth Owned Brands Awards, recognizing his role in African business. These awards gave him money, connections, and chances to show his work worldwide. They showed the world that African designers could lead in fashion.
Design Philosophy: Storytelling Through Fabric
Thebe believes fashion is a way to tell stories. Each collection is like a chapter in a book about South Africa, covering its history, culture, and challenges. “Fashion is my way of documenting history,” he says. His clothes are not just about looking good, they carry meaning. He focuses on women’s ready-to-wear but also makes menswear, accessories, and home goods. His style is clean and modern, with bold prints and shapes that stand out.
He wants his designs to start conversations. Themes like family, heritage, or social issues run through his work. He blends traditional African elements, like tribal patterns, with new trends. He also cares about sustainability, using local materials and working with South African artisans. This keeps his work authentic and supports his community. His designs are wearable art, letting people carry stories with them.
The Art of African Prints and Fabrics
Thebe is a genius with prints. He turns fabric into a canvas, showing scenes from South African life. His patterns come from old photos, cultural symbols, or historical events. For example, he might print a family portrait or a tribal motif on a dress. He uses high-quality cottons and silks, often made in South Africa, to ensure comfort and durability.
His collections feature shirts with big collars, dresses with bold prints, and suits with unique patterns. Colors like red, blue, and earthy browns reflect Africa’s vibrant palette. He adds details like embroidered symbols or custom buttons to tell more of the story. His clothes are light and breathable, perfect for South Africa’s warm weather, but stylish enough for global stages. Fans love how his designs feel personal and powerful.
Empowerment and Cultural Celebration
Thebe’s work empowers people, especially women, by celebrating African identity. His clothes make wearers feel strong and proud of their roots. He designs for all body types, supporting the body-positive movement. “I want my clothes to make people proud of where they come from,” he says. His designs tackle big topics like colonialism or community, sparking thought.
He challenges old ideas about Africa, showing it as modern and vibrant. His clothes connect people to their heritage, making them feel seen. Women say wearing his designs boosts their confidence, like carrying a piece of history. By sharing these stories, he builds pride and unity.
Influences and Inspirations
Thebe draws from many sources. His family, especially his stylish aunt Esther, whom he calls “the Rihanna of her time,” inspires personal collections. South African history, like the story of Sarah Baartman, shapes his work. He also looks at global fashion but keeps it African at heart.
His photography training helps him create stunning visuals for his shows. Traveling after his awards opened his eyes to new ideas, but he stays rooted in South Africa. Modern issues, like healing after conflict, fuel his designs. He mixes these influences to make something fresh and meaningful.
Notable Collections
Thebe’s collections are like stories told through fabric. His Spring 2022 Ready-to-Wear used prints from old family photos, with flowing dresses and sharp shirts. Fall 2023 was about city life, with tailored jackets and graphic patterns that showed Johannesburg’s energy.
His Spring 2024 collection paid tribute to Sarah Baartman, a South African woman mistreated in history. It used soft fabrics like silk to show freedom and strength. Shown in Paris, it earned praise for its emotional depth.
The Spring Summer 2025 “Reparations” collection, shown at Paris Fashion Week in September 2024, was about healing and unity. It featured shirts and dresses with mixed patterns, like tribal and modern designs, set to South African music. The show, held at a stunning venue, drew huge crowds and rave reviews for its heartfelt message. Many pieces sold out, proving his growing popularity.
Since that show was a hit, the Spring Summer 2026 collection, likely shown in September 2025, probably continued exploring big themes like unity or heritage. It would have had new prints and fabrics, keeping his signature style. Looking ahead, the Spring Summer 2027 collection is expected in September 2026 at Paris Fashion Week. It might dive deeper into South African stories, with fresh collaborations or materials.
Thebe also makes menswear, like the Basotho Poncho, inspired by traditional blankets. He has done special projects, like a heritage line with Singita, adding to his range.
Celebrity Fans and Red Carpet Moments
Thebe’s designs are loved by stars. Naomi Campbell, a fashion icon, wore his clothes and called him a visionary who shapes global trends. Miley Cyrus chose a bold flight suit from his menswear in 2021, making headlines. Kylie Jenner rocked his Alchemy suit in 2022, sharing it online.
In 2025, Ivy Getty wore his first couture piece at the MET Gala, themed “Superfine: Tailoring Black Style.” Her look was a showstopper, blending African prints with high fashion. Other fans, like Aurora James and Calah Lane, wear his designs on red carpets and social media. These moments spread his message, bringing African fashion to new audiences.
Impact on the Fashion World
Thebe has changed how the world sees African fashion. Before, it was often seen as exotic or niche. Now, he shows it as powerful and universal. His brand sells globally, with high demand online and in stores like MatchesFashion. He promotes sustainability by using local production, setting a model for others.
He has worked with big names like Valentino, swapping designs with their director, and Singita for cultural pieces. A recent project with RED created custom looks. In South Africa, he mentors young designers, growing the industry. Globally, he pushes for diversity, making fashion more inclusive.
Challenges and Future Plans
Starting a brand was hard for Thebe. Rejection from Central Saint Martins and limited funds were hurdles. The fashion industry is tough, and pandemics forced him to adapt, like using digital shows. But he stayed focused on his stories.
For the future, he wants to grow his brand. He plans more collections, possibly in beauty or home goods. The next big show, likely Autumn Winter 2026 at Paris Fashion Week in February 2026, could explore new narratives. More collaborations and support for local artisans are in his plans. He aims to keep empowering through fashion.
Conclusion: A Voice for Africa in Fashion
Thebe Magugu is more than a designer, he is a storyteller who uses fabric to share Africa’s soul. From Kimberley to Paris, he proves talent can shine. His clothes empower, celebrate, and inspire, making wearers proud of their roots. As he grows, he will continue to shape fashion, telling stories that connect and uplift.