On World Earth Day, 22 April, MaXhosa Africa launched their new season MaXhosa Africa AW2023 collection. MaXhosa Africa is a luxury institution that seeks to showcase the Mother Continent for the greatness that it is. The brand further seeks to reposition culture on the pedestal as a thought leader in society, for the current and future universe.
The new collection, entitled The Sons and Daughters of Credo Mutwa, is an homage to one of South Africa’s great Sanusi (a Zulu diviner or sangoma), and mystical story-tellers. The collection sees a seasonal refresh of the brand’s signature, timeless pieces, plus a new selection of fashion-forward looks in season-aligned fabrications including silks and natural wools.
During the showcase at Nirox Sculpture Park in Johannesburg, attendees could witness the process of how the garments were made – from sheep and Merino goats that were sheared on site, to spinning weaving and the dying of the natural wool. Seamstresses and cutters who are part of the 60-person-strong studio were also available at the show to interact with guests and give insight to the creation process. These highly skilled artisans sported white coats during the showcase, reminiscent of couture studios adopting the white work coats in the style of lab technicians or doctors in the late 1800s, as a demonstration of the scientific precision of their trade.
Laduma Ngxokolo, MaXhosa’s founder and designer, says that the brand has a distinct style with uncompromising quality. “Now is the time to showcase the deeply considered sustainability practices behind each and every MaXhosa garment, from sourcing the raw materials through superior finishing. An approach that ensures quality and long-lasting, slow-fashion.”
“I’ve always wanted to host a festival,” Laduma explains. “To bring together a collection of people to celebrate and interact in a meaningful way. Creating the Sustainability Festival is not only an opportunity to introduce the MaXhosa brand practices, but it’s also a chance for a learning around what it means to be sustainable and how it can be incorporated into our everyday lives – whether it’s through the food we eat or the clothes we wear.”
Known for fashion-forward mens- and womenswear in distinguished graphics, MaXhosa Africa has gained worldwide recognition for its unique designs, and is the brand of choice for many high-profile South African and international patrons.
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