“It’s this idea of memory as a reservoir for optimism” , says Thebe Magugu on his latest women’s collection titled Genealogy, which takes shape as a project that examines old family photos and transcribes them as looks for spring/summer 2022. “I admittedly have been quite miserable. It’s impossible to ignore what is peak weltschmerz and, as creative people, we tend to subconsciously transcribe whatever hangs in the air into output. This season, I wanted to disengage with mounting pressures of having to create work that considers and reflects the times and to create a personal body of work that - even if niche - looks inwards at the part of my life that always gets me through: my family”
Set-up as a roundtable discussion, Thebe Magugu, Iris Magugu - his mother- and Esther Magugu - his aunt - proceed to unpack a box of family photos which illustrate significant moments in all their upbringings. The brand has always cited very specific references and motifs, which are all chronicled and broken down in this documentary.

Creative Director: Thebe Magugu
Art Director & Styling: Chloe Andrea Welgemoed
Photographer: Paul Samuels 
Video: Jacob Claassens 
Production: Lampost

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