Earlier this month, German sportswear manufacturer Adidas announced its partnership with South African luxury designer Thebe Magugu. This collaboration features a performance and lifestyle collection made from recycled materials.
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The new collection tagged Finding Beauty draws inspiration from Thebe’s South African heritage and the celebration of powerful women he has encountered in his community, including his mother, Iris Magugu, and his aunt Esther Magugu, all of whom feature as models for the sportswear line.
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Over the weekend, both brands hosted a stylish launch event to celebrate the collection, attended by celebrities, influencers, and South Africa’s fashion elite. The event took place at The View Boutique Hotel in Johannesburg. The attendees donned Adidas x Thebe Magugu cloaks in a bold purple colourway to emulate the robes worn by members of the church Thebe Magugu attended as a child.
Thebe took to his Instagram to announce the luncheon:
This weekend, guests enjoyed lunch at a secluded boutique hotel in Johannesburg to celebrate our debut collection with Adidas.
The collection pulls from colours and image directions that are quite nostalgic, taking cues from references I grew up with prints pulled from ‘tapeit’ (laminated flooring) or the textural wall of a Spaza Shop because I am incredibly proud of where I am from, it’s where I found my sense of beauty, and I hope this offering reminds people of that.
Purple robes, which served as the invitation, were a memory of the strong royal purple colour robes members of my childhood church used to sing, praise and dance in; later breaking bread as award-winning musician Bongeziwe Mabandla sang music from his stellar “iimini” record.
The all-inclusive range features a spectrum of vibrant colours with items such as swimwear, running jackets, tennis clothing and casual ready-to-wear pieces. As a result, it is the first African-inspired collection for Adidas that forms its mission to create a more sustainable world.
See all the fab and fun moments below.
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Credit
Photography: Cedric Nzaka @everydaypeoplestories