PARIS — Winning the LVMH Prize for Young Designers last year should have propelled Thebe Magugu on a fast-track to expansion. Instead, the designer has found himself navigating choppy waters as the coronavirus pandemic has upended relationships between retailers and labels.
The silver lining? The drop in wholesale orders has prompted the South African brand to speed up the launch of its e-commerce site, which goes live today alongside Magugu’s fall 2020 campaign shot by Travys Owen.
Designed by London-based branding consultancy Commission Studio, which created the visual identity for Rihanna’s Fenty label and built by digital agency Official Business, ThebeMagugu.com is inspired by the front-end look of .edu web sites, reflecting Magugu’s tradition of naming his collections after university courses.
“I wanted to make an open invitation into my universe — making it more tangible and accessible,” he said.
In the Collections menu, the spines of books bear the