Thebe Magugu returns to Woolworths with ‘Lineage’, blending fashion and fragrance

Since September 10, Thebe Magugu has reintroduced his name to the shelves of Woolworths in South Africa with “Lineage,” a collaboration designed to unfold in three launches. The project combines women’s ready-to-wear and an exclusive fragrance, aiming to weave South African heritage into a contemporary wardrobe.

For the Kimberley-based designer, this return to Woolworths holds special significance. He previously collaborated with the brand through StyleBySA before winning the LVMH Prize for Young Designers in 2019. In this new series, patterns, cuts, and materials are crafted as intersections between tradition and modern usage.

The initial pieces play on this contrast without veering into heritage costume. Printed scarves, structured garments, and graphic details are presented as everyday wear. Woolworths specifically describes the collection’s scarf as a versatile piece that can be tied on the head, around the neck, or at the waist.

The fragrance extends the collection beyond clothing. GQ South Africa and Woolworths present Lineage as a shared universe where fashion and fragrance evolve together, through three releases. The entire collection is revealed gradually during South Africa’s Heritage Month rather than as a single capsule.

The launch was showcased at the flagship Woolworths store in the Mall of Africa, located in Midrand. TimesLIVE reports that the collaboration was unveiled in front of fashion industry guests, and a skirt from the initial selection was already sold out online at the time of their coverage.

Magugu defines his brand as a South African label that combines cultural honor, innovation, and clothing designed for everyday life. Lineage is available at select Woolworths stores and on the brand’s website, with successive releases planned as part of the collaboration.