Thebe Magugu Introduces Their Most Fabulous SS23 Collection Titled “DISCARD THEORY”

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Thebe Magugu is currently one of the flag bearers for fashion designing in South Africa. Heavily promoted on Western media, the fashion design brand has witnessed its success in less than half a month. The brand offers ready-to-wear collections while exploring parallel concepts through multidisciplinary capsule projects.

According to the brand “The Theory of the Leisure Class”, the collection experiments with the idea of a ‘trickle-up fashion theory’, instead of the trickle-down version discussed by Veblen, which argues that fashion starts with the bourgeoisie and makes its way down the classes, eventually ending up in places such as Dunusa*. With SS23, I am interested in how Dunusa can shoot items considered ‘old hat’ back up into a luxury space.

The collection was built by sourcing discarded clothing at Dunusa, bringing it into the studio, where I analyzed silhouettes and proportions, photographed them, cut into them to expand, then refashioned them in updated materials. See the looks below.

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