Let’s make one thing clear, MaXhosa by Laduma is not for everyone. The high-end clothing brand has made its mark internationally and while some have complained about its hefty price tag, true supporters took to social media to reiterate one point: MaXhosa is not expensive, you are just not the target market.
MaXhosa by Laduma: A brief history of the brand
Seven years into his career, and MaXhosa designer, Laduma Ngxokolo has been revered across the globe as one of the greatest contemporary fashion designers from Africa.
In his own words, the drive to bring Xhosa-inspired knitwear to the world’s biggest runways was founded on the “desire to explore knitwear design solutions that would be suitable for amakrwala (Xhosa initiates).”
The designer’s knitwear accentuates everything that defines Xhosa, one of the brightest and most vibrant ethnic groups of South Africa.
Laduma has had a very successful career in the years that MaXhosa has been around.
His knitwear has been clad by Beyonce; has featured on many European runways, and established itself as a staple luxury knitwear line that competes with the world’s most expensive brands.
Target market: Fans show off their pricey garments on social media
Besides the eccentric patterns, matched with the perfect marrying of vibrant pastel threading, the price points of MaXhosa garments are what sets the brand apart from the rest.
On Twitter, a user complained that the brand was just too expensive, a few days after Laduma opened its first flagship store at the Mall of Africa, in Johannesburg.
Yhoo Guys Maxhosa Designer. I’ll pass pic.twitter.com/UOAEpWwx6U— Orlando Pirates (@Dk_Herbert) November 27, 2019
Folks did not take kindly to the tweep’s blasphemous words. Those who’ve clad the precious knitwear countered the tweep’s claims with the fact that maybe they are just not the target market.
That set off a trend where people who own a piece of MaXhosa posted images of themselves with the caption “MaXhosa target market”.
We stan kings and queens who show love and support to our very own homegrown talent.
Well Maxhosa target market then. pic.twitter.com/Eu1yntPUeZ— Donovan Goliath (@DonovanGoliath) November 28, 2019
Okay… wait… there’s more ♀️— Olwethu Leshabane (@Olwe2Lesh) November 28, 2019
Maxhosa Target Market (Baby Edition) pic.twitter.com/Wlyy6RET5q