Heritage III: Lobola Negotiations

Photography by Imraan Christian & Art Direction by Chloe Andrea Welgemoed

18 of South Africa’s most iconic women and men front the 3rd instalment of Thebe Magugu’s iconic Heritage Capsule, exclusive to British Vogue, which is now available for pre-order for shipping on the 6th of May 2024.

This instalment explores “Lobola”, which is a centuries old negotiation process in anticipation for eventual marriage, where the family of the groom approaches the family of the bride with an offer - traditionally cattle, contemporarily money - in exchange for the bride herself. This is meant to be symbolic rather than ownership, and the exact margins of this practice change from culture to culture.

Fronting this campaign is 18 South African leaders, each of whom have spearheaded their respective fields with their talents, skills and minds - whether its in law, film, literature, business, sports, culinary arts or art.

For women, the new silhouette for the Lobola Heritage Dress borrows from the functionality of a shirt dress and introduces elevated angel cuffs, a waist-defining belt and pockets. For men, the Lobola Heritage Shirt takes on a boxy silhouette in a lightweight satin, which features a central key-hole on the neckline that is clasped closed with a stainless steel Thebe Magugu coin button.

For those who want to learn more about Lobola Negotiation/ Wedding Customs of Southern Africa, an essay written by Olwethu Leshabane for the Lobola Heritage Capsule has been published on www.thebemagugu.com as well.

The full cast for Thebe Magugu’s HERITAGE III: Lobola Negotiations includes:

Ama Qamata

Anele Mdoda

Boity Thulo

Dr. John Kani

Mandla Sibeko

Miguel Timm

Mogau Seshoene

Nunu Ntshingila

Nomzamo Mbatha

Priddy Ugly

Prof. Thuli Madonsela

Thebe Ikalafeng

Thapelo Mokoena

Thebe Magugu

Tresor Riziki

Trevor Stuurman

Zizipho Poswa

Zoë Modiga


Photography Imraan Christian

Styling & Art Direction Chloe Andrea Welgemoed

Videographer: Olivia Mortimer

Song: "Amen" by Zoë Modiga

Production Lampost Creative

Creative Studio Spaanspeck

Exec Producer Jodie Ennik

Production Designer Sandile Mhlongo

Hair Mimi Duma & Bomzi Lekgoro, Athenkosi Nongwadi

Make-Up By DIOR South Africa

Retoucher Jp Hanekom

Designer Danny Crofts

Styling & Art Direction Assistants Jana-Marie De Jager & Sherazaan Assam

Photography Assistants Thulani Kubeka, Obakeng Selapisa, Donovan Marais

Special thanks for Simon & Mary and DAKOTA Shoes