The initiative, revealed during Heritage Month, demonstrates Woolworths’ dedication to nurturing local creativity while broadening its beauty and clothing selections beyond conventional retail areas.
The collection’s layered storytelling
The Lineage project encompasses womenswear and an exclusive fragrance, structured across three releases from September 2026.
Unlike previous partnerships through Woolworths’ StyleBySA platform, Lineage marks the first full collaboration between the two entities. The fragrance addition extends Magugu’s creative world into beauty, offering consumers a deeper way to connect with his artistic universe. The collection’s narrative progression embodies the belief that cultural diversity strengthens rather than fragments.
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Thebe Magugu reflects on the project as an opportunity to revisit a partnership that began early in his career. Woolworths supported my work early in my career, so returning to the relationship in this way feels particularly meaningful.
A phased rollout with cultural depth
The Lineage collection will make its debut in selected Woolworths stores nationwide and online from September 10, 2026, with each release introducing fresh components over time. Shoppers can explore the full range, including apparel and fragrance, through detailed listings on Woolworths’ official site, where pricing and availability will be updated as inventory arrives.
The design approach 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. The staggered release enables deeper storytelling, with each phase potentially introducing new themes or artistic influences from the country’s traditions.
