The German sportswear giant continues to present us with ideal collaborations for the summer season. After teaming up with Ibiza legend CIRCOLOCO (article available HERE), ADIDAS has worked with South African designer Thebe Magugu for an exclusive collection.
Thebe Magugu is a young designer not even 30 years old who has already proven himself in the fashion world. In September 2019, he’s the winner of the prestigious LVMH Prize for Young Designers. Thebe Magugu is then 26 years old. He is not only « the youngest of the 2019 selection », but also the 1st African to win the prize, as Delphine Arnault, the deputy CEO of Louis Vuitton, who initiated the competition, reminded. The award comes with 300,000 euros in financial support and a one-year mentorship from LVMH teams. From his workshop in Johannesburg, where he works, he strives to demystify the stereotypes of the South African aesthetic through his eponymous brand.
Thebe Magugu explained, « At first, my interest in fashion was purely aesthetic. Later, I began to see its cerebral dimension and its powerful ability to communicate ideas. I’m not very talkative, but, through my collections, everyone can perceive my opinions. »
This 1st ever collaborative capsule consists of shoes and clothing inspired by African heritage and inclusiveness. It specifically references Thebe’s childhood memories and family, as well as all the positive influences around him and his sense of community.
This bold collection falls somewhere between lifestyle and performance, with its technical materials and bright colors as well as eye-catching artistic designs.
The apparel collection includes tennis gear, running gear, swimwear and UNITEFIT pieces. The apparel is presented in bright colors such as lilac, pink, orange and golden yellow, and may feature multi-colored patterns inspired by Thebe Magugu’s mother, grandmother and aunt and designed by artist Phathu Nembilwi.
On the sneaker side, the South African designer brought his touch to the classic ADIDAS Stan Smith, Astir, Nizza Platform and Forum silhouettes. These shoes have a design that matches the textile pieces.
About the collab, Thebe Magugu said : « I am endlessly inspired by the energy of the women in my life and the heritage of my homeland. Bringing together such personal stories through design and mixing them with iconic ADIDAS performance and lifestyle pieces has been an incredible 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 sense of joy in those who wear it. »
The adidas x Thebe Magugu « Finding Beauty » collection was released exclusively on August 1, 2022 for adiClub members via early access. The general release will take place on August 15, 2022 in stores and online at adidas.com.
