Mmusomaxwell, a Fashion Label Based in Johannesburg, South Africa, Wins the Woolmark Karl Lagerfeld Innovation Award

Mmusomaxwell has received the Karl Lagerfeld Award for Innovation from Woolmark.

The South African label Mmusomaxwell, founded by design team Maxwell Boko and Mmuso Potsane, earned the Karl Lagerfeld Award for Innovation and 100,000 Australian dollars for its collection dedicated to minimising environmental impact and upskilling local artisans.

Mmusomaxwell adopted an artisanal approach to its collection, selecting local raw materials and overseeing all aspects of manufacturing, emphasising how each item supported slow and small batch production in order to combat the over-consumption epidemic and provide better product traceability. 

The panel commended the design pair for their dedication, enthusiasm, and daring in bringing a new skill set to South African industry.

Carine Roitfeld, a member of the jury, stated: "When you meet some individuals, you instantly fall in love. I like Mmusomaxwell's work and the way they describe it. They have a dream, and what they are doing benefits not just South Africa, but also a contemporary, western lady. Karl would have liked to speak with them today and I'm sure he'd be overjoyed to present them with this honour."

"Winning is vital to us,"

More About Mmusomaxwell

MMUSOMAXWELL is a Johannesburg-based fashion company formed in 2016 by Maxwell Boko and Mmuso Potsane.

The two met via an internship programme, and since they had similar interests, perspectives, and aesthetics in regards to design, they chose to collaborate in order to bolster their aesthetic and magnify their brand's voice.

MMUSOMAXWELL is fundamentally a ready-to-wear high-end womenswear brand that prides itself on responsibly crafting clothing inspired by African history and current culture, with a focus on tailoring to match the modern lady. Emphasizing detail, functionality, and wearability via a thoughtful and sustainable design approach that imparts a feeling of value and quality.

Source:woolmarkprize.com