South African designer Thebe Magugu is partnering with Red on the second edition of his Heirloom project. This initiative allows clients to personalize wax prints featuring images of their loved ones.
After last year’s successful launch, which attracted orders from figures like Michelle Obama, Cynthia Erivo, and Lupita Nyong’o, Magugu has expanded the collection. This year, he introduces a pajama-collar shirt, straight-leg trousers with an elasticated waist, and a tote bag, all featuring a peacock feather motif in green, white, navy, and red.
A portion of the proceeds from the red items will support Red, which has raised $760 million for the Global Fund in the fight against HIV and AIDS. “Heirloom is special to me, as it immortalizes memories and creates an archival ‘log’ of one’s life,” Magugu said. It’s particularly meaningful that this project contributes to Red’s vital mission of combating AIDS through fashion,” Magugu stated.
He said, “I’ve seen the effects of HIV and AIDS firsthand, losing family members and witnessing others manage the condition. I’m personally invested in this cause, especially in South Africa, where we have one of the highest rates in the world.” Magugu also received the LVMH Prize in 2019.
For this project, Magugu enlisted Dune Tilley, a 25-year-old multidisciplinary artist, to create the accompanying film and imagery. Tilley’s work combines analogue photography with AI technology.
The two are also establishing a speculative research and AI agency to support artists, designers, and creators. Tilley has previously consulted for brands like Adidas, Spotify, and Mercedes-Benz.
“Dune powerfully captures the fleeting concept of memory, giving it permanence,” Magugu said. “Combining manual techniques with AI is intriguing because memory blends fact and fiction, experience and embellishment.”
The new items will be available for preorder starting Thursday at midday until September 1 on thebemagugu.com. The shirt costs $560, the trousers cost $480, and the tote bag costs $260.
