The LVMH Prize 2019

For those not in the know, the LVMH prize is an award launched by the fashion powerhouse and business visionaries of the Louis Vuitton Moet Hennessy Group in 2013. The aim of the prize is to promote and support young fashion designers from across the world. Winners of the LVMH Prize are awarded a cash prize of 300,000 euros - which is a very big deal for emerging fashion designers who are often self-funded. So, you can imagine how exciting it was to see one of Africa's very own win the 2019 LVMH Prize.

With almost 2000 applicants from over 100 countries, the LVMH Prize attracts an array of designers from across the world. This is the first time the prize itself has been awarded to someone from the African subcontinent.

A South African native, Magugu’s design work focuses on complex compositions, while also addressing society and culture. The essence of Magugu’s work is an ode to juxtaposition.His collections have explored an array of topics including gender expectations, domesticity and escapism whilst also incorporating cultural and societal elements.

This is not the first time African designers have been involved in the LVMH Prize however. Previous African brands include Orange Culture by Adebayo Oke-Lawal and Maki-Oh by Amaka Osakwe - both of whom were shortlisted in 2014. 

With the absence of African designers following the shortlisting of Maki-Oh and Orange Culture in 2014, 2019 saw the rise of two Luxury African designers, Thebe Magugu (South Africa) and Kenneth Ize (Nigeria). Magugu became the 2019 LVMH prize winner, while Nigerian designer Kenneth Izedonmwen with his brand Kenneth Ize was a finalist. Izedonmwen's work focuses on the reinterpretation of traditional craft, incorporating them into modern design.



For the fashion enthusiasts amongst us, this year, 24 Sevres (also owned by LVMH Group) is housing an exclusive capsule collection as a means of raising the profiles and accessibility of the brands shortlisted for the LVMH Prize.

Why this is a big deal:

In April 2019, Conde Nast international hosted its annual Luxury conference in South Africa with the theme: The nature of luxury. Hosted by Suzy Menkes, the objective was to: examine the promise & value of the African market for the global luxury & fashion industry.

This award for Magugu will generate even more interest from the fashion world on African designers and their relevance in the global fashion landscape, highlighting the quality and calibre of talent coming from the continent. International recognition like the LVMH Prize will help reinforce the message of credibility - something Made in Africa products have struggled with when competing outside the domestic market.

In addition to this, It will reinforce the efforts made by various individuals and organisations to highlight the contributions of African creatives in the global fashion ecosystem. Individuals such as Adama Paris of Dakar Fashion week and Omoyemi Akerele of Lagos Fashion and Design week, Stephania Manfreda of Elle Lokko, Ghana and Dalia of La Maison Blanche.

As the first African designer to win this highly sought-after prize, Magugu now invariably forms part of the the backbone of African narrative reframers in the global fashion scene.