MAXHOSA AFRICA founder Laduma Ngxokolo is pushing the boundaries of what a luxury brand can be,blending music, culture and storytelling into a full sensory experience.
Speaking in an interview with TheJournalistDJ.Com, Ngxokolo unpacked his deep connection to music and how it shapes the DNA of his brand.
Fashion Is No Longer Just Clothing — It’s a 360 Experience
Ngxokolo made it clear that modern fashion has evolved beyond simply selling clothes.
“We are trying to build a 360 experience when it comes to our brand,” he explained.
From carpets and interiors to runway soundtracks and live performances, MAXHOSA AFRICA carefully curates every element of its showcases, including the music.
For Ngxokolo, music is not an accessory; it is essential.
“People can’t walk down the ramp in silence… music fills that human element that would otherwise be missing,” he said.
The Role of House Music in Global Culture
At the heart of his sonic vision is house music, particularly Afro Tech.
Ngxokolo described the genre as one of the most powerful cultural exports from Africa today, emphasizing its global appeal.
“House music… doesn’t have language barriers. It’s something you can relate to wherever you are in the world,” he said.
He added that platforms like Spotify have accelerated the global reach of African electronic music, creating new opportunities for producers and DJs across the continent.
From Paris Runways to Cultural Soundtracks
Ngxokolo has actively collaborated with musicians to create original soundtracks for his fashion shows, particularly in Paris.
These include projects with artists like Robot Boii, as well as a collaboration with the late Credo Mutwa’s foundation.
“We curate the sound for our experiences… music plays a major part of that,” he said.
These projects are not just background music, they are carefully constructed cultural expressions that elevate the storytelling of each collection.
Controversy, Culture and Virality
One of the brand’s most talked-about moments involved a controversial performance where custard was poured onto a carpet during a show.
While some critics viewed it as distasteful, Ngxokolo defended the artistic direction.
“If we’re going to bring the culture… let’s bring the whole culture and not leave certain elements behind,” he said.
The moment quickly went viral, highlighting the brand’s ability to spark conversation, even when polarising.
A Musical Foundation Rooted in Family
Ngxokolo’s relationship with music runs deep. He revealed that his grandfather, Michael Ngcobo, was a prominent figure in South African choral music.
“I studied music in high school… I understand rhythm, notation and instruments,” he shared.
Although he ultimately chose fashion as his primary path, music has remained a constant influence in his creative journey.
Why He Chose Fashion Over Music
Despite experimenting with music production and DJing, Ngxokolo admitted that fashion was always his true calling.
“My mother taught me how to design knitwear… that was the chosen journey for me,” he said.
Still, he continues to merge both worlds through collaborations, proving that creative disciplines don’t have to exist in isolation.
A Message to Young Creatives: Your Time Will Come
Closing the conversation, Ngxokolo offered words of encouragement to aspiring artists and entrepreneurs.
“Don’t panic when you see other people’s careers taking off earlier than yours. Your time is coming,” he said.
It’s a message rooted in patience, persistence and belief, values that have clearly defined his own journey from student designer to global cultural force.
