- Kristopher Fraser
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Thebe Magugu, last year’s winner of the LVMH prize, has now stepped into
the growing world of e-commerce. There’s no arguing that it’s next to
impossible for a fashion brand to survive without e-commerce nowadays,
especially among the era of coronavirus. Magugu promptly began working on
e-commerce expansion after a drop in wholesale orders that so many
independent designers became victim to thanks to coronavirus. The
designer’s e-commerce site officially launches today with a campaign shot
by Travys Owen.
The website opens with the Thebe Magugu logo, and the left-hand side
features a menu that gives options for viewing the collection, and shopping
women’s ready-to-wear, accessories, along with the unisex “It’s Fine…I’m
Fine” T-shirt, and an exhibition catalog.
Although Magugu has primarily been a womenswear designer, menswear
collections are in the works. Currently, Magugu’s collections are still
carried at 19 points of sale worldwide. The South Africa-based designer
won’t get to show his collection in person this season at Paris Fashion
Week due to travel restrictions, but he will be presenting his collection
digitally and showroom appointments will be taking place via Palais de
Tokyo.
photo: via thebemagugu.com
