This Heritage Month, Woolworths and award-winning designer Thebe Magugu invite customers to explore Lineage,an exclusive fashion and fragrance collaboration inspired by the diverse stories, traditions, and perspectives that define South Africa.
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More than just a clothing line, Lineage is an artistic exploration of connection. It envisions a space where South Africa’s rich visual languages converse, blending disparate histories and traditions to forge something entirely fresh. Embracing contrast, the collection celebrates the philosophy that our differences are what ultimately make us whole.
Launching across three carefully curated drops, Lineage features sophisticated womenswear alongside an exclusive signature fragrance, allowing shoppers to build a cohesive wardrobe and beauty experience over time. Each piece merges Woolworths’ hallmark quality with Thebe Magugu’s distinct, globally celebrated vision.
A Shared History Rooted in South African Talent
This partnership marks a poignant full-circle moment. Woolworths first championed Thebe early in his career through the #StyleBySA platform, which nurtures the next generation of local design talent. While those early projects introduced shoppers to his foundational aesthetic, Lineage represents a mature, expansive chapter and the first time the two have collaborated on a collection of this magnitude.
Expanding beyond garments into fine fragrance brings Thebe’s immersive creative world to life on a deeper level.
“At Woolworths, we believe the most meaningful design tells a story,” says Manie Maritz, CEO of Woolworths Fashion, Beauty and Home. “Our relationship with Thebe began at an important stage in his journey, and it has been incredibly rewarding to witness his global impact. Lineage allows us to come together again to celebrate South African creativity and honour our diverse heritage.”
Echoing this sentiment, Thebe Magugu shares:
“Woolworths supported my work early in my career, so returning to the relationship in this way feels particularly meaningful,” says Thebe Magugu. “With Lineage, we have been able to create a complete world across fashion and fragrance. The collection explores the beauty that emerges when different traditions and histories exist alongside one another, while inviting people to connect with those stories in their own way.”
Drawing inspiration from the country’s rich cultural landscape, the collection balances restraint with bold expression, tradition with modernity, and structure with freedom. Fashion and fragrance come together to create a complete expression of the Lineage narrative, allowing customers to experience the collection beyond what they wear.
Bringing the Inclusive Justice Initiative to Life
Timed for Heritage Month, the Lineage collaboration serves as a powerful expression of Woolworths’ Inclusive Justice Initiative (IJI). Dedicated to creating sustainable opportunities for local producers, the IJI enhances access and fosters empowerment across the retail value chain. Partnering with visionary South African creatives like Thebe Magugu stands as a core pillar of this ongoing mission.
Availability
The Lineage collection launches on 10 September 2026. Customers can shop the range in selected Woolworths stores nationwide and online at www.woolworths.co.za, where full product details, pricing, and availability will be featured.
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