DO see the pat­tern of fash­ion

The de­signer be­hind the cult Max­hosa by Lad­uma brand, Lad­uma Ngx­okolo talks roots and routes.

Glamour (South Africa) - - Glamourama -

grow­ing up with­out a TV set in the house would be prob­lem­atic for some, but for Lad­uma Ngx­okolo, it was the start of ev­ery­thing. With very lit­tle else to keep him en­ter­tained, the Port El­iz­a­beth boy spent hours por­ing over his mother’s fash­ion magazines and books, and he took hap­pily to the nee­dles when she taught him and his sib­lings to knit, crotchet and bead.

Fast for­ward to 2010 and Lad­uma was a stu­dent at the Nel­son Man­dela Metropoli­tan Univer­sity – with the bril­liant idea of cre­at­ing a mod­ern Xhosa-in­spired knitwear col­lec­tion.

Those be­gin­nings led to hit shows at lo­cal fash­ion weeks, ku­dos in Vogue Italia and wide ac­claim in Ber­lin, Lon­don, New York and Paris. His work was also recog­nised with a pres­ti­gious Most Beau­ti­ful Object in SA award at De­sign Ind­aba 2016.

Want a touch of Lad­uma magic in your wardrobe? Look out for his col­lab­o­ra­tion with NIVEA In­vis­i­ble for Black and White Deodor­ant, in which 250 lim­ited edition Max­hosa by Lad­uma T-shirts will be up for grabs un­til the end of Oc­to­ber. And now, a word from the de­signer him­self!

Your fash­ion ap­proach? Fo­cus on your per­sonal her­itage. You’re the only one in the world who can tell that story. Your favourite la­bel? The adi­das brand be­cause it fo­cuses on func­tion rather than aes­thet­ics only. I love the sim­plic­ity of the pieces, and they pair up well with my knitwear. Your dream client? My­self ! I don’t get enough time for my per­sonal style. Whose opin­ion mat­ters most? TV pre­sen­ter Siyabonga Ng­wekazi, be­cause he un­der­stands youth cul­ture from mu­si­cal, fash­ion and street-smart per­spec­tives. Your favourite Max­hosa by Lad­uma piece for women? The knit var­sity jack­ets work with a track­suit and sneak­ers, or with some­thing more for­mal.

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