A new fashion and fragrance collaboration celebrating the stories, traditions and perspectives that connect us.
This Heritage Month, Woolworths and acclaimed South African designer Thebe Magugu come together for Lineage, an exclusive collaboration exploring the many stories, traditions and visual languages that shape South Africa.
Launched in September, the collection spans womenswear and an exclusive signature fragrance, arriving in three carefully curated drops designed to unfold over the course of the season. At its heart is an idea of connection: bringing different histories and perspectives together to create something entirely new.
Expect a considered balance of restraint and bold expression, tradition and modernity, structure and freedom. Across both fashion and fragrance, Lineage reflects Thebe’s distinctive creative language while drawing on the richness and complexity of South Africa’s cultural landscape.
The collaboration also marks a full-circle moment for the designer. Thebe first worked with Woolworths in 2017 as an emerging designer through its #StyleBySA platform, which championed a new generation of South African fashion talent. Nearly a decade later, Lineage sees the partnership return on a much larger scale, extending into beauty for the first time.
“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.”
For Woolworths, the collaboration forms part of its Inclusive Justice Initiative, which aims to create meaningful opportunities for local producers and support empowerment across the retail value chain. Partnering with a globally recognised South African creative for Heritage Month brings that commitment to local creativity and manufacturing into sharp focus.
Lineage launches in selected Woolworths stores nationwide and online from 10 September 2026, with fashion and fragrance coming together in a collection that celebrates where we come from, what we share and the many ways those stories continue to evolve.