Laduma Ngxokolo Showcases African Culture at Paris Fashion Week
For Laduma Ngxokolo, participating in Paris Fashion Week is more than just showcasing his latest collection. As the only African brand on the official PFW calendar, Ngxokolo sees it as an opportunity to highlight Africa’s significant contribution to the global creative dialogue. “We, as a continent, influence culture in various aspects such as fashion, lifestyle, music, and film,” the Johannesburg-based designer emphasized backstage before the show. “My aim is not to conform to Western European standards. I want to stand out and showcase Africa’s unique identity.”
Entitled Siyi-Kulture, which means “We Are Culture,” Ngxokolo’s fall presentation celebrated the Xhosa culture and expanded to include elements from four other South African cultures: Zulu, Pedi, Tsonga, and Swati. By incorporating motifs from these diverse cultures, Ngxokolo aimed to break barriers and appeal to a wider audience within South Africa. “It’s important to embrace different cultures without compromising one’s identity,” he explained.
The collection explored African music, rhythm, and movement through intricate knitwear, beadwork, and intarsia designs. Mixing structured separates with tracksuit fabrications, Ngxokolo merged ceremonial and sporty elements seamlessly. The vibrant color palette of turquoise, poppy, hot yellow, and black and white graphics reflected the festive spirit of African winter fashion. “Our winter season is not dull and dreary; it’s a time for flamboyant clothing,” Ngxokolo added.
As a parting message, Ngxokolo encouraged international shoppers to visit South Africa and connect with its rich culture instead of solely focusing on luxury shopping experiences in Paris. “Instead of jetting off to Paris to spend money, I urge people to come to South Africa and immerse themselves in our culture,” he remarked.
