The Evolution of Maxhosa Experience


On the 22nd of March 2018, Maxhosa by Laduma showcased their autumn/ winter range for 2018 at the Africa Fashion International Cape Town Fashion Week. In this exhibition, Laduma collaborates with his sister Tina Ngxokolo to create the Atelier collection.

I attended the pre-drinks hosted at Merchants on Long before the showcase. At this event, guests such as fashion entrepreneur Siya Beyile and some of Laduma’s clients were treated to the new chocolate collaboration between Maxhosa and ice cream brand Magnum South Africa.


Enjoying the Magnum x Maxhosa chocolate | image: Magnum South Africa

Chivas Regal also offered guests their premium whiskey throughout the whole afternoon.

After a few hours of mingling, indulging, and drinking – the guests jetted individually to the AFI in Salt River studios to the show. Most of the guests invited to the predrinks were seated in the front row for the show.


My favourite sweater from the collection| image: AFI


In this collection, Laduma uses inspiration from Op-Art to show off his craftsmanship by challenging himself to create garments that capture the movement of patterns. To do this the pattern movement is clearly illustrated and sees signature motifs being modified to 3D.

The models in this collection wore 3D glasses that have red and cyan lenses and this emphasised the designer’s theme which sets Maxhosa in the future of African fashion. The choreography was simple and straightforward which I found a bit odd for a show that demonstrated such a artistic shift from the brand.


In one of the looks that stood out for me in the Atelier collection is this traditional Xhosa dress. Tina showed off her craftsmanship by giving this traditional look a modern twist as she plays around with traditional colours, lines, and styles to give it a functional and international appeal.


My favourite bomber jacket | image: AFI


Notably, this show was short in duration. However, it showed the brand’s shift in the years meticulously.  The change in the choice of fabric also gives the brand a more luxurious and opulent appeal. This new fabric indeed stunned the crowds. The distinct Xhosa beadwork patterns on luxury mohair make Maxhosa the epitome of African fashion’s future.


Maxhosa by Laduma has found prestige in the closets of a host of people around the world. Most recently, Black Panther stars Atandwa Kani and father John Kani wore Maxhosa pieces to the premiere of this Hollywood blockbuster. Prior to this, Brazilian pop group Dream Team do Passinho’s music video went viral as they wore items from the 2016 and 2017 spring/summer collection. Locally, Maxhosa items have won a plethora of awards including his Shaul that won the 2016 Design Indaba “Most Beautiful Object” in Africa.

See the #MagnumxMaxhosa promo video here:

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