Show Report: AFI Joburg Fashion Week 2018: Laduma

The 2018 African Fashion International (AFI) Joburg Fashion Week took place in Melrose Arch, Johannesburg from 4-7 October 2018. In the theme #AfroAsia, AFI Joburg Fashion Week 2018 showcased the best of African fashion with a sprinkle of Asian flavour.

The Fashion and Style Department is doing Show Reports on some select designers showcasing their latest collection this season.

According to a review by AFI: Maxhosa by Laduma is a South African knitwear brand founded in 2012 by Laduma Ngxokolo. This was with desire to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates). His initial vision was to create a modern Xhosa-inspired knitwear collection that would be suitable for this market. As a person who has undergone the process, Laduma felt that he had to develop premium knitwear that celebrates traditional Xhosa aesthetics.

Along his journey into exploring astonishing traditional Xhosa beadwork patterns, symbolism and colours, he discovered that they would be the best source of inspiration for the knitwear, which he then reinterpreted into modern knitwear. MAXHOSA designs showcase the beauty, culture, language and aspiration of the Xhosa people. Evolved and amended in a modern way and a current design context it translates into a form that resonates with multiple fashion markets globally, brand aspiration, become a leading African lux, premium and mass heritage fashion & lifestyle brand.