This past Saturday, adidas brought Thebe Magugu’s family, close friends, and industry leaders together to celebrate the highly anticipated adidas x Thebe Magugu “Finding Beauty” collection. The exclusive launch event was attended by the likes of Johannesburg Mayor, Dr Mpho Phalatse, French Ambassador to South Africa Aurelien Lechevallier, and industry disruptors Boity Thulo, Rich Mnisi, Trevor Stuurman, Shekhinah and Siphesihle Ndaba to name a few.
The dress code was a custom designed caftan inspired by Magugu’s childhood memories which guests received prior to the event together with pieces from the collection packaged in a curated lilac shopping basket taking cues from references in the hero film which celebrate simplicity, unity and community.
As guests arrived, they were welcomed by the soothing voice of South African award-winning Soul Singer Bongeziwe Mabandla, while enjoying canapes and Champagne by celebration partner Moët & Chandon. Guests had the opportunity to interact with product installations before they were escorted to the pristine garden featuring a U-shaped table for a family-style lunch while DJs Phola and Lungi kept the atmosphere serene.
To close out the event, a two-meter pavlova was served for dessert and DJ Lelo ushered guests into the sunset as they danced and celebrated a successful partnership.
The collection pulls from colors and image direction that is quite nostalgic, taking cues from references I grew up with like prints pulled from laminated flooring or the textural wall of a Spaza shop because I am incredibly proud of where I am from, it’s where I found my sense of beauty, and I hope this offering reminds people of that.– Thebe Magugu
The adidas x Thebe Magugu collection is available at adidas.co.za and select adidas stores, with prices ranging from R649 – R2499 and sizing from 2XS – 4XL.