As part of Heritage Month, Woolworths and internationally recognized South African designer Thebe Magugu have presented an exclusive collaboration called Lineage. This collaboration merges fashion and perfumery, inspired by the numerous stories, traditions, and perspectives that shape South Africa. Lineage is not just a collection, but a celebration of human connection.
The collaboration explores the potential of interacting various South African visual languages, bringing together different narratives, traditions, and ways of perceiving the world to create something entirely new. The result is a collection that embraces contrasts and affirms the idea that it is our differences that make us whole.
The collection launch will occur in three carefully curated stages, beginning in September. Lineage includes womenswear and an exclusive signature fragrance, offering customers the opportunity to build a wardrobe and cosmetic set that will unfold over time. Each item reflects a shared commitment to high quality, thoughtful design, and meaningful storytelling, combining Woolworths' reputation for producing beautiful and quality goods with Thebe Magugu's unique creative vision.
This partnership also builds upon earlier relationships that began at the start of Thebe's career. Previously, Woolworths collaborated with the designer through its StyleBySA platform, created to support the next generation of South African fashion talent. While previous projects introduced Woolworths customers to Thebe's emerging style, Lineage marks a new chapter in these relations and is the first time they have worked on a collection of this scale and breadth.
By expanding beyond clothing to include perfumery, the collaboration brings Thebe Magugu's world into Woolworths in a more complete and immersive format. This partnership is formed not only by a shared history but also by a mutual belief in the power of South African creativity, thoughtful design, and meaningful storytelling.
Fashion, Beauty, and Home
Mani Maritz, CEO of Woolworths, stated: 'At Woolworths, we believe that the most significant design tells a story.' She continued: 'Our relationship with Thebe began at an important stage of his journey, and it has been incredible to witness the influence he has had both locally and internationally. Lineage allows us to come together again in a much broader format, creating a collection that celebrates South African creativity, honors our diverse heritage, and presents Thebe's unique vision to our customers in the spheres of fashion and beauty.'
For Thebe, this collaboration represents both a continuation of existing relationships and an opportunity to explore his creative world through a wider range of categories. Thebe Magugu noted: 'Woolworths supported my work at the beginning of my career, so returning to this relationship feels particularly meaningful. With Lineage, we were able to create an entire world encompassing fashion and perfumery. The collection explores the beauty that arises when different traditions and stories exist side by side, while inviting people to experience these stories in their own way.'
Drawing inspiration from the country's rich cultural landscape, the collection balances restraint with bold self-expression, tradition with modernity, structure with freedom. Fashion and perfumery unite to create a complete expression of the Lineage narrative, allowing customers to experience the collection as more than just what they wear.
Launching during Heritage Month, the collaboration with Thebe Magugu is part of Woolworths' Inclusive Justice Initiative (IJI). The mission of IJI is to create meaningful opportunities for local producers, providing a platform to improve access and promote empowerment across the retail supply chain. For Heritage Month, partnering with South African creatives was a natural choice, and Lineage is the culmination of this vision.
The Lineage collection will be available for purchase from September 10, 2026, in selected Woolworths stores nationwide and online. Customers can view the collection in selected Woolworths stores and on the website www.woolworths.co.za, where detailed product information, prices, and availability will be available from the start of sales.