Mmuso Maxwell Designers on Winning the Karl Lagerfeld Award for Innovation
We met up with Mmuso Potsane and Maxwell Boko, the duo behind South African brand Mmuso Maxwell. We spoke about their upbringing, winning the Karl Lagerfeld Award for Innovation, and more.
After a two year internship with veteran South African designer David Tlale, Mmuso Maxwell was born. The brand, founded by the young duo
, has since established a name for themselves in the African fashion industry. With successful works with A-list artists like Beyoncé —
Black is King
album — they continue to set the bar on what it means to be a successful emerging designer brand.
The duo first started to make noise in 2017, when they won the South Africa’s Fashion Week’s Sunglass Hut New Talent Search. Two years later, they came second at the 3 0 Under 30: The New Stars Arise Fashion Show competition held in Lagos, Nigeria. The duo walked home with $50,000, helping them establish their presence on a global landscape.
Last month, Potsane and Boko won the biggest award of their career: beating out 200 designers throughout the world, they took home the The Karl Lagerfeld Award for Innovation, after presenting a Merino wool collection for their Autumn/Winter 2022 line.
After their big win, OkayAfrica was able to meet up with the duo and chat about their upbringing, winning the Lagerfeld Award, and more.
How would you describe your Mmuso Maxwell brand?
Maxwell Boko: I think that the perfect description of our brand is that it is inspired by African heritage, but, the most important part is that it is mixed with contemporary culture. It’s basically our point of view of our heritage. We’re modern young people who are living with technology and science, and are influenced by those things. So even if it’s still our African heritage, it’s still our own interpretation.
Mmuso Potsane: Our brand is a modern interpretation of who an African woman is. Our brand sees itself as a global brand, and we do not want to limit it to look like an ordinary African brand, but it is positioned to be like a global brand, while maintaining our African roots, interpretations and experiences.
How did the collaboration between the both of you start?
Potsane: We met during the internship from 2015-2017. At the end of the internship, we decided to bring our pieces together to make one collection because we had similar aesthetics. From there, we just decided to continue onwards as a brand.
That’s interesting. You know, the fashion industry can most times be more competition than collaboration. How are you navigating the times you might have contrasting ideas?
Boko: I think that the reason why we joined forces together is because we had similar tastes in general. What has worked for us over the five years is that we’re not dramatic about our approach to things. It’s not “this or nothing." We’re always open to each other's critiques. We also do not question our individual strengths at all.
Potsane: Yeah, we’ve sort of found a way to agree to disagree. We have somehow found a way to come together to have one vision and objection. So for us, if any of us feels strongly about something, we just give it a chance to see how it plays out. If it doesn’t, we find a way to navigate it.
Saul Nash, winner of the International Woolmark Prize, and Mmuso Potsane and Maxwell Boko of Mmuso Maxwell, winners of the Karl Lagerfeld Award for Innovation, celebrate with models wearing their designs.
Photo Credit: David M. Benett/Dave Benett/Getty Images for Woolmark International Pty Ltd
How about winning the Woolmark Karl Lagerfeld Innovation Award? How did that happen?
Boko: I mean, we applied, even though I said to Mmuso that Woolmark is something that’ll happen to us, maybe two, three years down the line, and that’s because it’s generally for established designers. I always figured that it’ll happen at a later date for us. So when they reached us to inform us that we were finalists, I thought, “that’s crazy.”
When I saw the other finalists, I thought that there was no chance to win; But as we progressed in the program, I saw why it was the right time for us. It helped us as a brand in terms of making our products. The eight months were very challenging, but the thing that I enjoyed the most was working with local artisans. I think that it’s even one of the reasons we won.
And just on the side, I think it’s very hard for us to see from inside how much of a big deal winning the award is. It’s always our loyal people who help us see and understand it.
How has winning this prize influenced your brand? I mean, how important do you think platforms like this are?
Potsane: I think it’s important because it allows you access to spaces in the industry that are very out of reach for a lot of African brands. It influences and helps us to think more/differently, and just on that level, play by the rules. You’re no longer thinking locally, but internationally. It’s made us more serious about our business and how to run it. People take your work more seriously, so that makes you take it more seriously too.
In terms of funding, it’s something that’s been a struggle. I mean, as a designer, you have to showcase your work and that requires a lot of money for stuff like shows, showrooms, and so on. With the help that we’re getting from the people like Birimian — some sort of investment group for African brands — it helps you ease the stress this induces.
And what are some of the challenges you’ve faced during this? Are there ways you’re now navigating it?
Boko: When we started our brand, there was no initial capital for us to start our brand. But we got a little support, and that made our next challenge be sustaining our coming collections; but recently, our major challenge has been fabric sourcing and production. There are no facilities to produce the quality we aspire to.
Potsane: To navigate these challenges, we really just go with it one step at a time, and also speak with those who can assist with things like this, such as Birimian. In terms of production, we have to come to a compromise to ensure getting the quality we want.
You're a sustainable brand. What are some of the practices you’re doing that makes it sustainable?
Potsane: We utilize local crafts and local artisans. It’s something we’ve always been passionate about since we started our brand. We use homegrown yarns for production, and working with artisans makes us follow the route of slow fashion.
Boko: We’ve always had an affinity for natural fibers since we started. As an African creative, you’re inherently sustainable because we’re not prone to waste. It’s not something we can afford. When we buy fabrics, we buy exactly what we need, and all the things we’ve done so far have been in pre-orders. We do not produce with hopes that someone will buy what we’ve made. All pieces go to our clients.
Are there creatives that inspire the work that you do?
Potsane: The people that inspire our brand, we already currently work with. So people like Tatenda Chidora , a photographer. We also love Tony Gum . She’s an amazing artist. Same as Chloe Andrea and Daniel Obasi . We totally love these people, and are highly inspired by them.
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