Woolworths announced it is partnering with renowned South African designer Thebe Magugu to unveil Lineage, an exclusive fashion and fragrance collection that aims to celebrate the diverse stories, traditions, and perspectives that shape South Africa.
"Lineage goes beyond mere fashion items, it embodies a celebration of connection amidst South Africa’s rich tapestry of visual languages. The collection is a reflection of what can emerge when varying histories and ways of seeing the world converse harmoniously, creating a new narrative that honours both contrast and unity. Magugu’s belief that differences ultimately make us whole is at the forefront of this partnership, with each piece designed to echo this sentiment," Woolworths stated on Friday.
The collection will roll out in three curated drops that began from September 10, 2026, and will encompass womenswear alongside an exclusive signature fragrance.
"Customers have been invited to curate a wardrobe and beauty collection that unfolds gradually, further enhancing the experience of storytelling through rich design and quality. Each item will embody the shared commitments of Woolworths and Thebe Magugu—exceptional craftsmanship and purposeful narratives," Woolworths said.
The collaboration marks an evolution of an earlier phase in Magugu's career, initiated through Woolworths’ #StyleBySA platform.
While past projects introduced consumers to his emerging style, Lineage represents a natural progression, offering a broader scope and higher scale of collaboration for the designer.
“Our relationship with Thebe began at an important stage in his journey, and it has been incredibly rewarding to witness the impact he has gone on to make both locally and internationally,” said Manie Maritz, CEO of Woolworths Fashion, Beauty and Home.
“Lineage allows us to come together again in a far more expansive way, creating a collection that truly celebrates South African creativity.”
For Magugu, the partnership signifies not just a reunion but an opportunity to dive deeper into his creative world across diverse categories.
“With Lineage, we have been able to create a complete world across fashion and fragrance,” he said.
“The collection explores the beauty that emerges when different traditions and histories exist alongside one another, inviting people to connect with those stories in their own individual ways,” Magugu added.
As the collection prepares to capture the hearts of consumers, it draws on South Africa’s rich cultural landscape, balancing bold expression with restraint, tradition with modernity, and structure with freedom.
The integration of fragrance alongside fashion provides an immersive experience, allowing customers to engage with the essence of the Lineage narrative on a sensory level.
Launching during Heritage Month, the collaboration also underscored Woooworths’ Inclusive Justice Initiative (IJI), aimed at creating meaningful opportunities for local producers.
By promoting empowerment within the retail value chain, celebrating and collaborating with South African creatives like Magugu fits seamlessly within IJI’s mission. Lineage is not just a collection; it is a testament to the vibrant culture and creative spirit that defines South Africa.
Woolworths said it invites customers to immerse themselves in the Lineage collection from 10 September 2026, available in selected stores nationwide and online at www.woolworths.co.za.
ashley.lechman@nationalmg.co.za