Laduma Ngxokolo, the chief creative director of MAXHOSA, has received numerous honorary awards from around the world over the last 13 years.
Ngxokolo, however, says the accolades do not mean much if he is not truly living and progressing in his conviction.
“Since I started my journey into the fashion industry in 2011 when I established a fashion brand that is known as MAXHOSA, my conviction was quite straightforward,” said Ngxokolo.
“My ultimate objective as a design professional was to establish a luxury institution that aimed to showcase the culture, greatness, and beauty of the African continent.
“While doing so, play a major part in growing the African fashion economy.”
He says that realising that he is living out his convictions every day when he wakes up gives him a deep sense of fulfilment, even though he remains humble enough to acknowledge that the brand is still in its infancy.
Cultural luxury institution
“Through a simple yet dynamic concept of initially reinterpreting traditional Xhosa beadwork patterns and motifs into modern fashion premium pieces that we later infuse subtly with other African aesthetics, we have built a cultural luxury institution that is home to 300 professionals that are in permanent job positions and who passionately serve in our production, retail, and operations departments and facilities.”
After exhibiting at Paris Fashion Week in March, the MAXHOSA brand will participate at Decorex Cape Town this year.
Decorex Cape Town, the premier decor and design marketplace in Africa, features over 230 of the most innovative and dynamic businesses in the region.
The event offers a unique opportunity for industry professionals and design enthusiasts to explore the latest trends and innovations in the world of interior design and decoration.
During the three-day event, Ngxokolo’s team will present an exclusive MAXHOSA outdoor seating area.
This installation is designed to showcase the brand’s astonishing latest collection of umbrellas, cushions, and other homeware items with soft furnishings and will be on show from June 6–9.
