NELSON Mandela Bay knitwear designer Laduma Ngxokolo is turning to film to promote his popular range, Maxhosa by Laduma.
The brand has already been well received in South Africa and in the UK, but now the designer is hoping the innovative advertising will create further product awareness.
The range of modern Xhosa-inspired knitwear is targeted at amakrwala (Xhosa initiates) who traditionally wear a certain type of formal clothing for six months after initiation.
“I got approached by a friend who works in the advertising industry in Cape Town. He suggested we try out a visual way to interpret my brand. Fashion films are becoming popular in Europe,” the KwaDwesi resident said.
“The short fashion film introduces what my brand was initially about and where I want to take it and what is the ideology behind my brand.”
The 27-year-old said the short film was dedicated to two special people.
“The 2014 knitwear collection, themed My Heritage, My Inheritance, is dedicated to my late mother, Lindelwa Ngxokolo, who always motivated me to celebrate my heritage and taught me how to make knitwear at a young age,” he said.
“I would also like to dedicate the film to uTata uMadiba, one of the greatest heroes that inspired me to embrace my Xhosa heritage. His passing brought us great sorrow but also provides more spirit to continue our work in earnest.”
The 15-minute film, which took a month to shoot, is in the production and editing phase and will be released in March. It will be available on the brand’s website, www.maxhosabyladuma.com