Thebe Magugu Joins adidas on a New Capsule Collection
adidas works in collaboration with South African designer Thebe Magugu on a new collection together. The inaugural capsule between the two is packed with vibrant tones in the form of apparel and footwear options. The inspiration stems from African heritage and inclusive themes. The entire range features genderless designs as well as some womenswear options as well. This includes silhouettes such as tennis apparel, running designs, UNITEFIT items, and swimwear.
The apparel is detailed with multicolored looks that are inspired by Magugu's mother, aunt, and grandmother. It is designed alongside artist Phathu Nembilwi. The palette features hues of lilac, shock pink, punch orange, and golden rod. Speaking about the range, Magugu states “I’m infinitely inspired by the energy of the women in my life and the heritage of my native land [...] Bringing together such personal stories through design and blending them with adidas’ iconic performance and lifestyle pieces has been an amazing process. The collection really celebrates all the positive influences around me and a sense of community that is so important to me. I hope it inspires the same joyful feeling in those who wear it.”
Image Credit: adidas, Thebe Magugu
The apparel is detailed with multicolored looks that are inspired by Magugu's mother, aunt, and grandmother. It is designed alongside artist Phathu Nembilwi. The palette features hues of lilac, shock pink, punch orange, and golden rod. Speaking about the range, Magugu states “I’m infinitely inspired by the energy of the women in my life and the heritage of my native land [...] Bringing together such personal stories through design and blending them with adidas’ iconic performance and lifestyle pieces has been an amazing process. The collection really celebrates all the positive influences around me and a sense of community that is so important to me. I hope it inspires the same joyful feeling in those who wear it.”
Image Credit: adidas, Thebe Magugu
Trend Themes
1. African-inspired Sportswear - The collaboration between adidas and Thebe Magugu shows a trend towards incorporating African heritage into sportswear collections.
2. Gender-inclusive Athletic Wear - The range features genderless designs and women's options, indicating a trend towards inclusive athletic wear.
3. Collaborative Designer Sportswear - The collaboration between adidas and Thebe Magugu indicates a trend towards more designer partnerships in creating sportswear collections.
Industry Implications
1. Sportswear - Sportswear companies can incorporate African heritage and inclusive designs into their product lines to follow the trend set by the adidas/Thebe Magugu collaboration.
2. Fashion - Collaborations between sportswear and fashion designers can create disruptive innovation opportunities in the apparel industry, as evidenced by the adidas/Thebe Magugu collection.
3. Art and Design - Bringing together designers and artists, like Thebe Magugu and Phathu Nembilwi, to collaborate on sportswear collections can lead to unique and innovative designs in the art and design industry.
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