MAXHOSA: Paris Fashion Week

A tribute to Africa and its riches, South African fashion brand MAXHOSA unveiled its Fall 2024 ready-to-wear collection at Paris Fashion Week during its debut show at the prestigious event.

The only Africa-based brand to make the official schedule, founder and creative director Laduma Ngxokolo brought a touch of traditional Xhosa textile and beadwork to the French capital, noting that the show not only offered a moment to connect with the African diaspora in Paris but an avenue to grow the brand outside of South Africa,

Part fashion show, part cultural event, the designs highlighted Ngxokolo heritage and culture.

Commenting on the collection and his road to success, he says: “Since I started my journey into the fashion industry in 2011 when I established a fashion brand that is known as MAXHOSA, my conviction was quite straightforward. My ultimate objective as a design professional was to establish a luxury institution that aimed to showcase the culture, greatness and beauty of the African continent. While doing so plays a major part in growing the African fashion economy.

“It gives me a great sense of fulfilment to wake up every day and realise that I am living my conviction and still be humble enough to know that we are only in the beginning stages of the journey of our conviction. Through a simple yet dynamic concept of initially reinterpreting traditional Xhosa beadwork patterns and motifs into modern fashion premium pieces, we later infuse subtlely with other African aesthetics. We have built a cultural luxury institution that is home to 300 professionals who are in permanent job positions who passionately serve in our production, retail and operations departments and facilities.”

Offering a new interpretation of African fashion, the collection included modernised takes on traditional designs, including rainbow-coloured trousers and shirt sets for men and a dress with a Zulu woman embroidered on the garment.

“I love culture. I love colour. That is something I never compromise when it comes to my aesthetic. We do not decorate our culture enough as Africans. There’s a misconception that our culture should only be worn during Black History Month or on the celebration of independence or heritage days,” the designer notes, referring to the inspiration for his designs. “Our heritage should be worn daily, and it should be the norm. That’s what I advocate for.”