South African fashion designer Thebetsile “Thebe” Magugu has launched a new collection titled “Heritage III: Lobola Negotiation”, inspired by the formal process of negotiation between two families to come to a mutual agreement on the “bride price”, which is the essential practice in most customary communities.
Taking to Instagram, Magugu shared: “Exclusive to British Vogue (@britishvogue), this instalment explores “Lobola”, which is a centuries-old negotiation process in anticipation for eventual marriage, where the family of the groom approaches the family of the bride with an offer – traditionally cattle, contemporarily money – in ‘exchange’ for the bride herself. This is meant to be symbolic rather than ownership, and the exact margins of this practice change from culture to culture.”
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This collection features iconic South African media personalities, including the legendary Dr. John Kani and Professor Thuli Madonsela.
Pre-order shipping for Lobola commences on the 6 May 2024. The leaders featured in this campaign include Ama Qamata, Anele Mdoda, Boity Thulo, Mandla Sibeko, Miguel Timm, Mogau Seshoene, Nunu Ntshingila, Nomzamo Mbatha, Priddy Ugly, Prof. Thuli Madonsela, Thebe Ikalafeng, Thapelo Mokoena, Thebe Magugu, Tresor Riziki, Trevor Stuurman, Zizipho Poswa, and Zoë Modiga.
HERITAGE III, Lobola Negotiations: a short film by Thebe Magugu
Videographer: Olivia Mortimer
Art Director: Chloe Andrea Welgemoed
Song: Amen by Zoë Modiga pic.twitter.com/utGW9ticVS— Fashion MOEments (@FashionMOEments) April 21, 2024
Drawing inspiration from the intricate process of lobola negotiations, the pieces in this collection feature bold silhouettes, rich textures, and vibrant colors that pay homage to the traditions and rituals surrounding marriage in South Africa. pic.twitter.com/wRVTOsIg58
— Fashion MOEments (@FashionMOEments) April 21, 2024
Compiled by Samantha Mochele
Also see: Michelle Obama rocks MaXhosa AFRICA and custom Thebe Magugu designs
