Thebe Magugu on Recentring the Fashion Conversation on Johannesburg | Hometown

i-D travels to Johannesburg, the adopted hometown of visionary South African designer Thebe Magugu. Ahead of his SS23 show at London’s Victoria & Albert Museum, Thebe takes us on an intimate tour of his studio and production facilities, discussing how his upbringing in a style-conscious family in Kimberly first fuelled his love for fashion, and the processes behind his intricate designs. He also iterates his principle mission as a fashion creative: to create self-sustaining infrastructures for African luxury fashion designers, both of his generation and of those to come.
He reminisces on his move to South Africa’s largest city and fashion capital to complete his studies at STADIO, the country’s most prestigious fashion educational establishment. Thebe also contemplates the struggles and sacrifices that his trajectory to becoming a designer who regularly presents during Paris Fashion Week has entailed - and, in fact, still entails. He recounts, for example, his experience of winning the LVMH Prize, and how it radically transformed his business, but also exposed him to unexpected pressures and incidences of racism. His outlook, however, remains optimistic, as evidenced by his ambitions both for his brand and for the future of South Africa’s burgeoning fashion industry.A global platform for emerging talent, i-D celebrates fashion, culture, individuality and youth.

[@fashionmusings]

as a south african fashion lover it's been amazing to see thebe magugu's career and where he is now. 😌 he's an incredible designer with a unique vision and perspective and i feel like there's still so much more to go for him. 👏🏾💓also seems like a nice person :) loved this!

[@norbylive]

“Sleepy towns produce dreamers” what an opening line

[@jessicasantiago4270]

I was so taken by that comment too

[@welcometomyworld222]

Being a legacy brand based on the continent. I love this ! Southern Africans on the rise. Watching this made my soul soar. Thebe's Magugu story is so inspiring and touching. I'm excited to see your brand grow.

[@OfentsePhogole]

Slowing down, so that when you create, your creativity is able to manifest into fulfillment despite societal/ current trends. I love the principle.

[@snayemdubu4179]

This is so inspiring!!!

[@boitumelomolale1964]

This was amazing to watch. Thank you for sharing Thebe’s story and process. The South African creative space is so unique and so interesting. I cannot wait to see what’s next 💫

[@ntombik_]

Ah man I didn't want this to end. Loved it!

[@theseamstress_ke]

knowing your story , being an African doing marvelous things in the industry is quite motivating

[@creativeartbyluvensky]

Such a great interview. Good job I-D

[@siphiwex4216]

Thank you for Covering one of our own!!!

[@sponsoredbyscarpo]

I see Virgil in him

[@Andilenm]

Literal SA hero

[@idontknowitsweird5077]

To be a first generation Thebe Magugu owner. 🕯️

[@Letsweletse]

Yow, JHB is slowly getting the attention it deserves when it comes to the street culture. Give it a young 5-10 years and we will be listed amongst the fashion cities like Paris, Tokyo, Rome, LA, etc... Individuality in art opens up this flower of a place we call Johannesburg that will one day cross pollinate the whole world with its culture.🔥🦅

[@Nozipho.Mhlanga]

This whole video just makes me so emotional man! So inspired by Thebe Magugu's work! Such an amazing story behind everything he does! What a beautiful and insightful video about him and his work. My heart is so happy to see him share his work and insight. 🥰

[@sophiaisabelle01]

Thebe Magugu has some of the best insights to share with the world. We can all tell he’s very passionate about his own personal craft.

[@sykonymous]

4 someone 2 be so renowned, talented, and still maintain such personalized works in design is truly so inspirational. thebe’s come up is so relatable yet unique it’s actually so amazing 2 see success come his way, also that comment invalidating his prize was so sick 2 hear :,( like we know a lot of these elitist ppl within fash still have this oppressive mindset but 2 hear it is so upsetting

[@LooksByNaheemah]

It is so telling that imo the most interesting emerging designer out right now was rejected from CSM. Learning the behind the scenes of the industry and creating a fashion scene in Joberg is so much more important. The stories that he is telling are so powerful s d the pieces are truly beautiful

[@NOBELONEZ]

A true visionary. So much respect for this man

[@toriamartan3295]

Truth be told, this was definitely by far thoroughly Interesting & greatly appreciated Thank so much For Sharing hopefully you'll have books produced & you'll continue to grow & be successful in all you do...'0' & obviously that person or even the people who are low brow thinkers & so that their jealousy is satisfied they'll always be there to make ignorant judgemental comments😏 never the less, you know who you are & you're capable of achieving & good on your both your mom & dad😌 Much success

[@sibusisompange]

Absolutely love Thebe Magugu’s work.

[@dantemakoya]

So inspiring we love you Thebe ❤️😭

[@thickleeyonce853]

Forever inspired by Thebe!!!

[@hellenhoshina717]

huge love from japan♥️

[@Neema150]

As an African I’m So proud of you.🥰

[@lebohangtsinyane]

Wow I’m so happy I bumped into this, glad to know Thebe’s story, it’s really beautiful to see how passionate he is 🙏🏿🔥

[@johnjacob80]

Thebe looks like his mother

[@entleza]

YOU'RE GOING PLACESSSSS!!🤞🚀🚀 LOVE YOUUUU!!!

[@lindilemgqobele4337]

Huge love from Dubai💪💪💪💪

[@Ms_Party]

Thebe Magugu will name a colour ok! 🤣🤣🤣

[@Trulymo]

Friends and family ❤

[@Divine_4222]

Thebe Magugu ❤🎉

[@yasinradee]

I love him💜

[@asap_odi]

an inspiration fr

[@Yunglesedi]

11:00

[@IoSrlcom]

ok

[@endurancemahlangu]

Real

[@lanoir8770]

Ngwana wako dladleng

[@lesegofloydforbes9470]

This was beautiful 🌟🥹

[@onegirlsparty]

the was so cool I was surfing TH-cam today PASSION FOR FASHION and now fan for life XOXO ONE GIRLS PARTY it's all in the bags .... House & Home

[@Thembanimkhz]

So proud to have met this very warm, very inspiring, very humble, very beautiful individual! PS - He gives the best hugs!!!

[@thabindlovu9904]

Love Thebe Magugu‘s work

[@kiniyya]

Throwing roses!! 🥀🥀🥀🥀🥀

[@luthandocollinsmbenge155]

Powerful ❤️

[@bulelanibotman]

ONE OF THE BEST!

[@epifanny]

I'm so happy he talked about trying to find its feet about quality, this is important and not often talked about how it takes a while for young brands to get there. Thebe Magugu is coming up and he's bringing the seamstresses and everyone along with him!

[@khanyisamhlawuli5676]

I really enjoyed watching this👏🏾

[@grooviestmaster]

This is incredible. I love this story and really hope Thebe collabs with Telfar or somebody to elevate his brand's visibility. This is truly something special.

[@AE-jx5kq]

Such a beautiful interview - thank you Thebe

[@Auntkekebaby]

He seems lovely and I like his approach.

[@halffull66]

Very Beautiful story! Excited to see how he grows. ❤

[@LooksByNaheemah]

A true talent 👏🏾

[@Strylover]

Very good video...thanks.

[@tracymokgopo]

he’s incredible, love love love him!!!

[@triciahlongwa6383]

It's so inspiring watching him rise and shine ✨️

[@malebomalatji15]

I love this video, it's very interesting.

[@abomatthews]

I LOVE THIS SO MUCH

[@lindilemgqobele4337]

where are the Man's clothes?

[@sizwe7070]

This is beautiful 🔥🔥🔥

[@KamoheloM___]

I love his mind!!!

[@primrose_m]

SUPERB!!

[@lindzlindz]

Love it

[@ruthgualan1352]

♡♡♤

[@juanbaudiliojapongualan3672]

♡♡♡

[@mariagualan9470]

♡♡♡♡

[@debbiemcguan1502]

!!!!

[@Khethss]

So inspiring

[@DripcastWithKhuzeka]

AFRICA TO THE WORLD

[@bxlis]

Is this a success story or is it about fashion? ??? 20 min god sake

[@lordtette]

??Both. It's on I-D magazine's channel

[@bxlis]

@@lordtette I know that’s why I was surprised. It’s more about he made it rather than describing his work and his creativity. It’s boring. People are more interested in his creative input his designs and he idea behind his collections than a stupid questions about his personal story he had to answer. It’s not the designers fault. It’s the interviewer who made this content

[@brvndxxxn]

Beautiful