This Heritage Month, Woolworths and internationally acclaimed South African designer Thebe Magugu invite customers to discover both through Lineage, an exclusive fashion and fragrance collaboration inspired by the many stories, traditions and perspectives that shape South Africa.
More than a collection, Lineage is a celebration of connection. It imagines what can happen when South Africa’s many visual languages are allowed to speak to one another, bringing together different histories, traditions and ways of seeing the world to create something entirely new. The result is a collection that embraces contrast and celebrates the belief that it is our differences that ultimately make us whole.
Launching across three carefully curated drops from September, Lineage spans womenswear and an exclusive signature fragrance, inviting customers to build a wardrobe and beauty collection that unfolds over time. Each piece reflects a shared commitment to exceptional quality, thoughtful design and purposeful storytelling, bringing together Woolworths’ reputation for beautifully made products and quality with Thebe Magugu’s distinctive creative vision.
The collaboration also builds on a relationship that began earlier in Thebe’s career. Woolworths previously worked with the designer through its StyleBySA platform, which was created to champion a new generation of South African fashion talent. While those earlier projects introduced Woolworths customers to Thebe’s emerging styling language, Lineage marks a new chapter in the relationship and the first time the two have collaborated on a collection of this breadth and scale.
Extending beyond clothing into fragrance, the collaboration brings the world of Thebe Magugu to Woolworths in a more complete and immersive way. It is a partnership shaped not only by a shared history, but also by a mutual belief in the power of South African creativity, thoughtful design and meaningful storytelling.
“At Woolworths, we believe the most meaningful design tells a story,” says Manie Maritz, CEO of Woolworths Fashion, Beauty and Home. “Our relationship with Thebe began at an important stage in his journey, and it has been incredibly rewarding to witness the impact he has gone on to make both locally and internationally.Lineage allows us to come together again in a far more expansive way, creating a collection that celebrates South African creativity, honours our diverse heritage and brings Thebe’s distinctive vision to our customers across fashion and beauty.”
For Thebe, the collaboration represents both a continuation of that relationship and an opportunity to explore his creative world through a broader range of categories.
“Woolworths supported my work early in my career, so returning to the relationship in this way feels particularly meaningful,” says Thebe Magugu. “With Lineage, we have been able to create a complete world across fashion and fragrance. The collection explores the beauty that emerges when different traditions and histories exist alongside one another, while inviting people to connect with those stories in their own way.”
Drawing inspiration from the country’s rich cultural landscape, the collection balances restraint with bold expression, tradition with modernity, and structure with freedom. Fashion and fragrance come together to create a complete expression of the Lineage narrative, allowing customers to experience the collection beyond what they wear.
Launching during Heritage Month, the collaboration with Thebe Magugu is one way Woolworths’ Inclusive Justice Initiative (IJI) is brought to life. With a mission to create meaningful opportunities for local producers, IJI provides a platform to enhance access and promote empowerment across the retail value chain. For Heritage month, celebrating and partnering with South African creatives was a natural fit, and Lineage is a culmination of this vision.
The Lineage collection will launch from 10 September 2026 in selected Woolworths stores nationwide and online. Customers will be able to discover the collection at selected Woolworths stores and online atwww.woolworths.co.za, where detailed product information, pricing and availability will be available from launch.