Thebe Magugu x DS x E-Tense

Thebe Magugu x DS x E-Tense

Lesego Komane

Thebe Magugu studied design, fashion and photography at LISOF School of Fashion in Jozi.
He launched his brand in 2015 after experience with several brands and designers. Proudly African, Thebe Magugu has a strong desire to raise the profile of African fashion. He creates modern clothes with an African twist, employing local techniques from fabric weaving to manufacturing while using local craftsmen and artisans. Thebe Magugu is the winner of the LVMH Prize 2019. Since February 2020, the brand has been on the PFW Womenswear Official Presentations Calendar and part of SPHÈRE – Paris Fashion Week showroom.

This second edition of Un Autre Regard came to life around the remains of Château Royal de Montceaux-Lès-Meaux. Built at the start of the 15th Century, it had been bought by Henri II as a gift for his wife, Catherine de Médicis, the Queen of France. The castle was destroyed after the Revolution and today the area is classified as a Historic Monument. Decidedly avant-garde in its time, the castle is today made up of ruins and remnants, in the middle of columns and a restored lodge. It’s in this setting that all the concept cars revealed since the creation of the brand, DS AERO SPORT LOUNGE, DS X E-TENSE, DS E-TENSE and DS DIVINE, posed with two models, Justine Nicolas and Olivia Valin, and the looks from three emerging international fashion brands: Boyarovskaya, Thebe Magugu et Mossi.


The images were created totally contrasting the enchantment of heritage and the modernity of the expertise displayed by the designers and the DS Automobiles concept cars. Laurent Nivalle (photos) and Emmanuel Rouyer (video) captured the strength of different lines to shape a new chapter for Un Autre Regard. “Fashion is a source of inspiration for the DS brand’s identity,” emphasises Laurent Nivalle, DS Automobiles Global Brand Designer and the photographer for this edition of Un Autre Regard. “We were influenced by Ernst Haas, Saul Leiter, Hedi Slimane, Peter Lindbergh, and cinema. In these areas, the car has always played a prominent part and it was important to us, as an avant-garde brand, to use this relationship between the car and fashion. On this shoot, the DS concept cars play a major role alongside the young designers who have a fresh new perspective on their world. The remains of the Château Royal de Montceaux-Lès-Meaux create contrasts in light, colour, shape and line… which are in my photographic codes. Heritage is very present and a huge difference with our models like DS DIVINE and DS E-TENSE which tell the story of our brand. This alchemy shows that today DS Automobiles stands between tradition and modernity.”