Adidas continues its poetic collaboration with Thebe Magugu

By

Emma RUFFENACH

Translated by
Cassidy STEPHENS

Published
Oct 27, 2022

Sneakers, scarves, bobs, leggings, T-shirts... For this second part of their fashion collaboration, the German equipment manufacturer Adidas and the South African designer Thebe Magugu add to their feminine offer with vibrant red pieces with a bold plant print. Inclusivity is, once again, at the heart of this collection, offering some items, such as the polo-inspired Reg long dress with its three white stripes, in a wide range of sizes from XS to 4XL. The young designer had metamorphosed - at the launch of his first menswear collection - into a whistleblower by denouncing corruption in South Africa. In this 27 piece capsule, he uses a creative narrative and a poetic aesthetic to celebrate his national heritage.

This sportswear collaboration - complementary to the first one released in August - sees its garments and accessories adorned with the slender silhouettes of birds of paradise, a plant native to South Africa that is also the designer's print of choice. For the 2019 LVMH Award winner Thebe Magugu, this dreamy flower represents "infinite joy and freedom for all." In this more advanced collab', the 28-year-old designer from Kimberly, a town in the middle of the South African Great Karoo Desert, was inspired "by the energy of the women in his life." 

Based in Johannesburg, where he studied fashion and photography, the young designer brings an eco-responsible and sustainable approach to his creations. He also has his pieces made by local artisans. For the brand of the German group, founded in August 1949 by Adolf Dassler, he revisits flagship models such as the NMD_R1 running sneakers, Nizza platforms and Forum Mid, with a floral touch.

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The price range for this new capsule, available on the Adidas e-shop and in stores, is from 20 euros for red and white socks to 150 euros for a pair of sneakers. The accessories have a minimum composition of 50% recycled materials. A mini backpack, entirely made of recycled polyester, accompanies the silhouettes. 

Hyperactive and very creative, Thebe Magugu has a string of partnerships with renowned houses. In April, he signed an Amigo collection for AZ Factory, and in early October, he revisited the famous "New Look" by Christian Dior with a feminist and contemporary point of view.