An Eastern Cape-born fashion designer’s talent has given him and the South African creative industry a spot on the crowded world stage.Designer Laduma Ngxokolo is the first South African to be selected to create a limited edition packaging for Chivas Regal scotch whisky.
The only other designers who have received this honour include Alexander McQueen, Ashish N Soni and Vivienne Westwood, who are all internationally acclaimed.
Speaking to the Daily Dispatch yesterday, Ngxokolo said he was surprised and excited when he heard the news.
“I was especially excited by the approach that Chivas Regal took on this as I wasn’t just a brand ambassador on an advertorial drinking a whisky, but it was something beautiful, creative and visual,” he said.
Ngxokolo, who has gained international recognition for his Xhosa-inspired fashion brand Maxhosa by Laduma, debuted his brand in 2011, as part of the Design Indaba Emerging Creative programme.
The Nelson Mandela Metropolitan University (NMMU) fashion graduate said the inspiration for Maxhosa was finding design solutions for Xhosa initiates, who were purchasing knitwear products that were not local, had no local economic impact and no Xhosa significance.
“I was optimistic that the Xhosa tradition had aesthetic ideas that could be made into beautiful collections on a yearly basis and would be striking and different every year.”
He believes that what got him noticed by Chivas was the essence behind his work, which is very local, not only in its heritage but visually. He said his work is a blend of modern and old.
“But also the story behind my brand – it’s centred around knitwear for Xhosa initiates and the protocol around the initiation involves whisky and brandy.
“This made it an even better collaboration,” he said.
“The other aspect is that my products are made from wool and mohair, which ensures that my products are premium – and Chivas Regal is also a premium brand so it works well from a brand positioning point.”
Ngxokolo’s design for the limited edition 18-year-old packaging is strikingly and unapologetically South African, with a gold X motif that rests on a vivid blue background, communicating his strong brand identity.
He explained the story behind the design.
“The pattern chosen for the packaging is from my 2011 range which was the initial idea behind the brand. The X motive has an ambiguous meaning to it.”
“The X in Xhosa, representative from traditional Xhosa beadwork – the rough-edged appeal that is created by the traditional beadwork.
“It’s beautiful to appreciate in a print form,” he said.
Shelley Reeves, marketing manager for Scotch Whiskies at Chivas Regal South Africa, said they were proud that a homegrown talent had been identified to join their international ranks.
“But this is not our only connection to Laduma, he conducts all his interactions with integrity and respect – it’s this chivalric resolve to win the right way we admire.” — ziphon@dispatch.co.za
Regal touch scores on the world stage
Designer Laduma Ngxokolo is the first South African to be selected to create a limited edition packaging for Chivas Regal scotch whisky.
The only other designers who have received this honour include Alexander McQueen, Ashish N Soni and Vivienne Westwood, who are all internationally acclaimed.
Speaking to the Daily Dispatch yesterday, Ngxokolo said he was surprised and excited when he heard the news.
“I was especially excited by the approach that Chivas Regal took on this as I wasn’t just a brand ambassador on an advertorial drinking a whisky, but it was something beautiful, creative and visual,” he said.
Ngxokolo, who has gained international recognition for his Xhosa-inspired fashion brand Maxhosa by Laduma, debuted his brand in 2011, as part of the Design Indaba Emerging Creative programme.
The Nelson Mandela Metropolitan University (NMMU) fashion graduate said the inspiration for Maxhosa was finding design solutions for Xhosa initiates, who were purchasing knitwear products that were not local, had no local economic impact and no Xhosa significance.
“I was optimistic that the Xhosa tradition had aesthetic ideas that could be made into beautiful collections on a yearly basis and would be striking and different every year.”
He believes that what got him noticed by Chivas was the essence behind his work, which is very local, not only in its heritage but visually. He said his work is a blend of modern and old.
“But also the story behind my brand – it’s centred around knitwear for Xhosa initiates and the protocol around the initiation involves whisky and brandy.
“This made it an even better collaboration,” he said.
“The other aspect is that my products are made from wool and mohair, which ensures that my products are premium – and Chivas Regal is also a premium brand so it works well from a brand positioning point.”
Ngxokolo’s design for the limited edition 18-year-old packaging is strikingly and unapologetically South African, with a gold X motif that rests on a vivid blue background, communicating his strong brand identity.
He explained the story behind the design.
“The pattern chosen for the packaging is from my 2011 range which was the initial idea behind the brand. The X motive has an ambiguous meaning to it.”
“The X in Xhosa, representative from traditional Xhosa beadwork – the rough-edged appeal that is created by the traditional beadwork.
“It’s beautiful to appreciate in a print form,” he said.
Shelley Reeves, marketing manager for Scotch Whiskies at Chivas Regal South Africa, said they were proud that a homegrown talent had been identified to join their international ranks.
“But this is not our only connection to Laduma, he conducts all his interactions with integrity and respect – it’s this chivalric resolve to win the right way we admire.” — ziphon@dispatch.co.za
Would you like to comment on this article?
Register (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Trending Now
Latest Videos