B Side, Fashion & Style
Maxhosa Africa Makes its Paris Fashion Week Debut
Led by visionary designer Laduma Ngxokolo, the brand presented its Fall/Winter 2024 collection, “My Conviction” and was the only African brand in Paris Fashion Week this season.
- Melony Akpoghene
- ●5th March 2024
South African luxury brand Maxhosa Africa cemented its place among fashion’s elite with a groundbreaking debut at Paris Fashion Week on March 3rd, 2024. Led by visionary designer Laduma Ngxokolo, the brand presented its Fall/Winter 2024 collection, “My Conviction” and was the only African brand in Paris Fashion Week this season.
Launched in 2011, the South African luxury brand swiftly ascended, gracing international runways and adorning the likes of Michelle Obama.
Former US First Lady @MichelleObama was spotted wearing the Alkebulan Showstopper dress from our AW/SS22 collection during a mission in the country.
The multi-coloured pleated dress is named after what is believed to be the original name of the African continent, Alkebulan,… pic.twitter.com/8WJVklh0ek
— MaXhosa AFRICA™ (@MaXhosaAfrica) November 22, 2023
The collection reportedly featured revamped elements from past collections, showcasing Ngxokolo’s design journey and his drive to preserve African heritage in modern fashion.
The presentation itself was more than a typical runway show, transforming into a cultural event held at the South African embassy in France. Ngxokolo reportedly narrated South African folktales during the event, aiming to challenge Western perceptions of African fashion and promote cultural integration in everyday clothing.
Speaking to Vogue, Laduma Ngxokolo expressed his excitement as he saw his dream of showcasing in Paris become a reality.
Taking African aesthetics with a modern twist to one of the biggest fashion capitals in the world was a big win for Ngxokolo.
“I love culture. I love colour. That is something I never compromise when it comes to my aesthetic. There’s a misconception that when people speak of African fashion, sexiness is never mentioned in the same sentence.”
Ngxokolo also hopes to see more African designers showcase their cultures to the world.
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While celebrating this milestone, Maxhosa Africa sets its sights on the future. The brand will be hosting the Maxhosa Kulture Festival, launching its Autumn/Winter 2025 collection in Johannesburg on March 23rd.
