Few “colours” have been used more in global fashion through the ages than black and white
– sleek and sophisticated, dramatic and disparate. Black and white is the ultimate contrast and
the perfect partnership … just like that between global skincare brand, NIVEA, and one of
Africa’s finest fashion designers, cultural icons and innovators, Laduma Ngxokolo, creator of
the MAXHOSA BY LADUMA brand.
This fascinating collaboration is at the heart of an exciting and extensive marketing campaign for
NIVEA Invisible Black & White Deodorant that is aimed at consumers who love fashion and embrace
it as an expression of their lifestyles.
Included in the campaign is an exciting competition whereby consumers stand a chance to win one of
250 limited edition MAXHOSA BY LADUMA t-shirts. The striking design is a fashion statement that is
uniquely South African. The campaign runs from July to October 2017 and also features the up-and coming fashion and beauty blogger Mpho Ntlatleng of the Fitted Muse blog.
“As NIVEA Invisible for Black & White deodorant enters its sixth year in South Africa, the brand wants
to build a stronger emotional bond with a generation of fans who not only watch local fashion designers
for trends, but also create their own trends and looks. NIVEA Invisible for Black & White deodorant
has been a global success story for Beiersdorf and is NIVEA’s top selling deodorant in South Africa.
NIVEA is thrilled to align with local fashion designer Laduma as his fashion label MAXHOSA is a
perfect fit,” explains Samantha Geyle, Marketing Manager for NIVEA South Africa.
She says that a creative alignment between NIVEA Invisible for Black & White deodorant and fashion
has proved a big hit the world over. Internationally NIVEA has collaborated with fashion stylist Maja
Sablewsk in Poland and Vogue Magazine in the UK and Italy.
NIVEA saw Laduma and his brand, MAXHOSA BY LADUMA, as a unique expression of an African
fashion tradition that has deep roots in the country’s cultural heritage but also reflects a multi-faceted,
modern African aesthetic and lifestyle.
The reason for the choice of Laduma’s graphic knitwear designs, which embrace bold cultural icons
and are an interpretation of traditional Xhosa beadwork with astonishing patterns and colours, goes
way beyond the strong black and white patterns that are central to many of his designs.
Like many of his compatriots, Laduma has overcome incredible odds to become the success that he
is today. The humble Eastern Cape boy who learnt to knit from his late mother, Lindelwa Ngxokolo,
who gave him his first knitting machine lessons while he was still at school, now captures the hearts
of many fashion lovers and media from South Africa, London, Paris, Amsterdam, Oslo, Berlin and
New York. Even as a youngster, Laduma dedicated long hours and late nights to perfecting his skills
to make himself the success he is today. As such, he is an incredible role model for the younger
generation and an important anchor of inspiration. Today he takes time out to educate and uplift a
new generation of designers.
“The collaboration between NIVEA and MAXHOSA BY LADUMA is a perfect fit because both brands
have a premium appeal and they are well received globally. I have been using the brand since my
adult stages and the performance is great. The NIVEA brand has survived the test of time, it is a
historical brand that is relevant and will still be relevant in the future and that personally reflects the
vision I have for MAXHOSA BY LADUMA,” says Laduma.
This year Laduma exhibited a new collection launched at the Cape Town Fashion Week in April titled:
‘The Coronation of MAXHOSA’ in celebration of the five-year global success of his brand. Adding to
his lengthy list of accolades, Laduma was nominated as one of the ELLE top 45 worldwide designers
(winners are still to be announced). Recently, a Bill Gates tweet pointed to the 2017 Quartz African
Innovators List which included Laduma as one of 30 African innovators whose work could impact
millions of people.
Last year he received the accolade for the ‘Most Stylish Designer’ at the SA Style
Awards and won the Fashion Designer of the Year (Southern Africa) at the Abryanz Style & Fashion
Awards and Beyonce raved on social media about MAXHOSA BY LADUMA designs.
Laduma’s fashion journey started in 2010 when he created a unique knitwear collection for amakrwala
(Xhosa initiates). A descendent of the Mpondo clan, he had firsthand experience of the traditional
initiation ritual that requires initiates to dress up in dignified formal clothing for six months after the
initiation. The result was the MAXHOSA brand which brings together traditional clothing and aesthetics
and modern design and style. As such, it pushes the boundaries of fashion, acting as an agent of
change that propels traditional culture towards the future.
Today Laduma spends a great deal of his time sharing his experiences and knowledge with other
young South Africans. To embrace this, NIVEA’s online channels will showcase behind the scenes
from the TV shoot as well as a video on Laduma’s success story providing inspiration for young people.
“We are hugely proud to have MAXHOSA BY LADUMA collaborating with us and giving more South
Africans access to both a luxury knitwear design and a homegrown success story that can serve as
inspiration and encouragement,” concludes Geyle.
Consumers can enter to win one of 250 Maxhosa by Laduma T-shirts by dialling *120*1534#.