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This Heritage Month, two of South Africa’s most loved names in style are coming together to tell a deeper story.

Woolworths has unveiled Lineage, an exclusive fashion and fragrance collaboration with internationally acclaimed South African designer Thebe Magugu.

More than just a collection, Lineage is a celebration of connection. It asks what happens when South Africa’s many visual languages, traditions and perspectives are allowed to speak to one another. The result is a collection that embraces contrast and proves that our differences are what 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.

For both partners, this is a full-circle moment. Woolworths first worked with Thebe early in his career through its StyleBySA platform, created to champion a new generation of local talent. While those projects introduced Woolies customers to his emerging language, Lineage marks their first collaboration of this breadth and scale.

Extending beyond clothing into fragrance makes the world of Thebe Magugu more immersive than ever before.

“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.”

“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.”

Drawing inspiration from South Africa’s rich cultural landscape, the collection balances restraint with bold expression, tradition with modernity and structure with freedom.

The collaboration is also brought to life through Woolworths’ Inclusive Justice Initiative (IJI), which aims to create meaningful opportunities for local producers and creatives.

The Lineage collection launches from 10 September 2026 in selected Woolworths stores nationwide and online at woolworths.co.za.