Home industry lifestyle-and-fashion MaXhosa Africa Makes a Bold Return to Paris Fashion Week with "Maxhonnaisse"
Lifestyle And Fashion
CIO Bulletin
2024-09-12
"Maxhonnaisse," the newest collection from MaXhosa Africa, attempts to redefine African luxury and highlight the brand's distinct cultural viewpoint during Paris Fashion Week.
On September 27, 2024, MaXhosa Africa, a South African fashion brand, will be making a comeback to Paris Fashion Week with its brand-new collection, "Maxhonnaisse." This is the brand's second time attending the esteemed occasion, demonstrating its expanding impact on the international fashion industry.
Laduma Ngxokolo, the main creative director of MaXhosa Africa, established the company more than ten years ago, and it still combines traditional Xhosa cultural components with contemporary designs. The brand's latest collection highlights its unique cultural and spiritual perspective, aiming to challenge external perceptions of African luxury.
Ngxokolo explains, “African luxury is often defined by those on the outside looking in. For this collection, we wanted to define what luxury means to us—beyond colonial representations.” The "Maxhonnaisse" collection draws inspiration from renaissance art, incorporating jewel tones, florals, and elaborate adornments while maintaining the distinctive MaXhosa patterns.
The brand has gained international recognition, recently opening a store in New York and showcasing in London and Paris. It has dressed notable figures like Michelle Obama and Alicia Keys. South African Ambassador to France, Nathi Mthethwa, expressed pride in supporting MaXhosa Africa, highlighting its role in expanding the reach of South African designers globally.
“Maxhonnaisse” represents a significant shift for MaXhosa Africa, introducing a new design language that blends African heritage with contemporary luxury. This collection aims to break stereotypes and offer a fresh narrative of African fashion on the world stage.
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