Generation Black TV - Live

--- Main Blog Content Below ---

For the first time in collaboration with German sports brand Adidas, South African contemporary fashion brand Thebe Magugu brings forth their African heritage with a sports apparel plot twist. In celebration of powerful women Thebe encountered in his community, the new collection “Finding Beauty” is a push (in the right direction) for femininity and inclusion in the athletic clothing space. 

Thebe Magugu is a 28 years old fashion designer from Johunnaburg, South Africa who rose to stardom after winning the 2019 LVMH prize for emerging artist. To this day, he is the only African designer to have been awarded this nomination. With a clear focus on women’s ready-to-wear, the young starlet retells the most stunning colour palettes in a range of garments. His message within the core of the label mostly consists of thought provoking yet creative takes on culture, history and politics.      

The first of two clothing series with Adidas is a treat of a total of 50 different pieces, to be worn at a tennis tournament by passionate female athletes of diversity Daria Kasatkina, Dana Mathewson, Felix Auger Aliassime and Stefanos Tsitsipas, alongside other sportswear such as swimming, running and more. This collection makes up two swim sets in grey and black, two tennis outfits in a dripping bright orange and pink with white & black as a contrast, including the option of 2 in 1 tennis tights in greyish black and a pink tennis dress. Also, a gym outfit with the colour greyish black and sunset orange, grey graphic T-shirts, two crop tops, pink sleeveless shirts, a cream dress shirt, two hoodies, a cream track jacket with matching shorts, two running shorts, a regular cream T-shirt, two print crop T-shirts, and training pants in the same cream colourway.  

As accessories, they offer a white and pink waist bag with two pairs of pink and cream socks. That being said, to compliment the apparel, Magugu also takes a dive into footwear, producing a pair of adilette slides with splashes of violet and yellow, a pair of classic stan smith staying true to its minimal looks, and shoes X900L4 and Astir dipped in vibrant pink colours.  

In reference to the collection, Thebe commented; “I’m infinitely inspired by the energy of the women in my life and the heritage of my native land. Bringing together such personal stories through design and blending them with Adidas’ iconic performance and lifestyle pieces has been an amazing process. The collection really celebrates all the positive influences around me, and a sense of community that is so important to me. I hope it inspires the same joyful feeling in those who wear it”.

The collection is available starting August 15th on Adidas official website.


You may also like

Comments are closed.