After rising to prominence upon winning the LVMH Young Fashion Designer Prize in 2019, Kimberly-born designer Thebetsile “Thebe” Magugu has been making waves in fashion. He is making headlines once again as he has partnered with the non-profit organisation ‘RED‘ for the second edition of his heirloom project.
According to their website, ‘RED‘, “founded by Bono & Bobby Shriver in 2006 to fight AIDS, partners with the world’s most iconic brands and people to create products and experiences that raise money, heat, and urgency for the fight to end AIDS.”
The designer’s eponymous brand launched the heirloom project for the first time last year to help fashion lovers remember their loved ones through their clothing items. “The project allows customers to wear their heart on their sleeves by uploading an image of a loved one – whether it’s a family member, a friend, or even a beloved pet, and Thebe Magugu will immortalise that image into unique garments, all through a portal on www.thebemagugu.com.,” the designer explains via Instagram.
This year, the luxury brand will partner with ‘RED‘ on the same project, where 40% of each purchase will go towards fighting against issues and challenges related to HIV/AIDS.
Taking to Instagram to share the news of the partnership, Thebe explained in detail the brand’s intention with this collaboration and what it means to him as a designer.
“Heirloom is a very special project for me because it gets to immortalise through cloth not only my own memories but the memories of others as well. Creating an archivable ‘log’ of one’s life. It is extra special that this project also gets to contribute to (RED)’s critical mission of fighting AIDS through the power of fashion. I have seen the effects of HIV/AIDS up close, having lost family members to it, and watching others manage the condition, I am personally invested in this cause. Being in South Africa, we have one of the highest rates in the world,” he explains.
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Also see: Thebe Magugu thankful for support at opening of Magugu House
