Luxury fashion house, MaXhosa Africa has been making strides in the international fashion community, from showing at London Fashion Week last year, to its upcoming store opening in New York. Yet, despite its international acclaim, MaXhosa Africa remains committed to celebrating South African heritage. And that starts with presenting a full collection first on African soil.
MaXhosa Africa showcased its latest collection, Autumn/ Winter 24 last month at the MXS Kulture Festival. Titled “My Conviction”, the collection aims to promote African artistry with modernised designs that are fit for the new generation.
“We want to share with the world what we stand for,” Laduma Ngxokolo, MaXhosa Africa founder and creative director explained at a recent press conference. Talking about the inspiration for this collection, Laduma adds: “We believe that it is important for us as a brand to add value to our economy in South Africa and that begins with producing locally. I would love to see South Africa as the luxury manufacturing hub. So, this collection highlights the resources, talent and technique we have in this country.”
The collection was previewed at Paris Fashion week at the beginning of March, as the brand made its debut at the French capital. MaXhosa Africa was also the first and currently only African-based brand to be enlisted on the official schedule of Paris Fashion Week. Ahead of the launch of its New York store opening, MaXhosa Africa’s new collection presents a broader colour scheme as well as the addition of more accessories to MaXhosa’s catalogue.
From a variety of bags, such as shoulder bags and clutch purses, jewellery to hats and headpieces, this collection is the first expansion of accessories for the brand. While the signature styles of the house are present, with pleated knit skirts, and patchwork and beading techniques, this collection is far more experimental than any of MaXhosa’s previous collections. With bolder silhouettes, darker colours, “My Conviction” witnesses MaXhosa Africa’s exploration into new techniques and styles from embroidered dresses, asymmetrical designs, to beaded shawls.
“My primary wish for this collection is that it breaks the conservative areas of South Africanfashion,” Laduma says. This collection is far more sensual than any of the brand’s previous designs. With darker hues of greys and purples that lend itself to a more melancholic feel as well as deep necklines and cutouts, “My Conviction” presents a sultry and hedonistic style, while still rooted in traditional African patterns, and reflects the modern African woman.
While many South African fashion brands may lose traction and appeal locally as they move into an international market, MaXhosa Africa proved that they are more committed to its homeland than ever. The festival itself was filled with attendees adorned, head-to-toe, in MaXhosa Africa, which was a testament to the impact and relevance of MaXhosa as a living archive of South African culture.
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