African fashion begins a new chapter in Paris

France – The only Africa-based brand on the official schedule, MaXhosa Africa, showcased its autumn/winter 2024 collection, My Conviction. Chief creative director Laduma Ngxokolo was making its debut at Paris Fashion Week, bringing a fusion of Xhosa (an ethnic group native to South Africa) tradition and contemporary design to the global stage.

The collection, a tribute to the brand’s 13-year journey, featured revamped elements from past collections, blending authenticity with innovation. ‘I revisited some of the ideas I had in the past and changed them a little bit,’ the designer told Haute Couture News – emphasising the importance of preserving African culture in contemporary fashion.

The event wasn’t just a runway show but a cultural event held at the Residence of the Ambassador of South Africa to France. During the presentation, Ngxokolo narrated South African folklore stories in an attempt to challenge Western perceptions of African fashion and promote the integration of culture into daily wear.

Reflecting on the global potential of African fashion, the designer told WWD: ‘I believe we, the African continent, stand a good chance to play a big part in the global value eco-system of the fashion business.’ With MaXhosa’s unique blend of tradition and modernity, the brand aims to make a lasting impact on the international fashion scene.

Keep an eye on our Fashion section for our upcoming analysis of the African fashion market.