From winning multiple awards to collaborating with an international leading fashion magazine. Leading Mzansi designer, Thebe Magugu is making serious inroads on the global fashion scene.
in another fashion triumph, the South African designer Thebe Magugu demonstrated the power of storytelling, by entering the conversation of digital fashion through a collaboration with British Vogue and Snapchat – an exhibition titled “Redefining the Body” that was launched during London Fashion Week.
Fronted by British Vogue’s Editor-in-Chief, Edward Enninful, the exhibition channels the power of virtual reality by guiding audiences into the worlds of six major fashion brands- Versace, Stella McCarthney, Dior, Richard Quinn and Africa’s fashion superstars, Kenneth Ize and Thebe Magugu.
The exhibition gives audiences a more immersive experience that allows them to try on products virtually before they buy them.
We were not physically there at the event however, but if Thebe’s Instagram posts are anything to go by, we might be looking at a new era in the fashion world. At the event, the AR-enabled exhibition allowed audience members to scan models using a dedicated smartphone app to reveal hidden designs. Thebe is seen walking towards an object that looks like a mirror, where the design was mostly obscured; only by scanning could the real item of clothing be revealed on the object and on Thebe’s phone.
