Thebe Magugu
Goal: Drive awareness of Spotify’s support for Thebe Magugu and cultural narratives
Markets: South Africa
Background: Continuing the push to spotlight creators with personal and intimate content, South African designer Thebe Magugu takes over the Fashion Forward playlist with songs inspired by his autumn/winter 2023 collection titled “Folklorics.”
Thebe Magugu is one of Africa's most accomplished designers, a 2019 LVMH Prize winner, and has designed for folks like Burna Boy, Rihanna, Naomi Campbell, Kate Walsh, and Stefanos Tsitsipas.
The playlist tells the story of his journey to becoming one of the most globally celebrated South African designers. We created a 3D visual look that presents fabric textures and prints as an embodiment of the influence and presence music has in his creative process. The 3D of the textile represents what music gives to a space and the coming to life of Thebe’s collection through music. The partnership will be amplified via social, press, and on-platform channels across US and SA markets.
On April 15th, Spotify Africa ascended onto Nirox Sculpture Park to bring to life Thebe’s A/W Fashion collection titled Folklorics. His Fashion Forward playlist consisted of electronic rhythms, paired with deep house, amapiano and touches of Afro Soul. The traditional stories around his collection combined with the sounds of his curated playlist was almost tangible at this Sonic Experience. Under the Musical Direction of Thutuka Sibisi and Stage and Event design by Tamzyn Botha the experience consisted of 4 Acts, 3 stages, food, cocktails and gifts all finely inspired by Folklorics.
