GUGUBYGUGU: Sustainable African Fashion Wins at Paris Haute Couture Week

Gugu Peteni is the creative director and owner of GUGUBYGUGU, a South African fashion brand that continues to soar. She is a gem on the proverbial South African necklace, sparkling brightly for all to see and marvel at. Gugu is making significant strides in the fashion industry both locally and internationally. From graduating with honours Cum Laude in Fashion and Textile Design at Nelson Mandela University, working at Mohair South Africa, showcasing her designs at the Design Indaba conference, to launching GUGUBYGUGU in 2019, her journey is truly remarkable. Her latest achievement is being showcased at Paris Haute Couture Week.

Gugu partnered with Mohair South Africa and Cape Wools SA to incorporate local natural fibres into her designs, further highlighting her pride in South Africa. This collaboration resulted in a fusion of African heritage with a core focus on sustainability.

Gugu showcased her latest collection, Echoes of Self SS25, in Paris during Haute Couture Week. At the pinnacle of her time in Paris, she was awarded the “Young Designer Award” on June 26, 2024, at the Quai Branly-Jacques Chirac Museum during the fourth edition of the Africa Up competition. She was selected by a distinguished committee comprising members from Balenciaga, HEC Paris, and Galleries Lafayette. The annual Africa UP program and event celebrate young African talent, focusing on various fashion practices from streetwear to haute couture, and from experimental approaches to modest initiatives. Africa Fashion Up is particularly interested in young African talents who are designing Africa for the 21st century, drawing inspiration from their history and tradition. Placed under the high patronage of the President of the Republic, Mr. Emmanuel Macron, Share Africa is an association intended to highlight the Africa of the 21st century: that of youth, innovation, and creativity.

The collection is inspired by the idea that we, as people, contain a multitude of facets and personalities within us and that depending on where we are, our personality shifts. Gugu explains the inspiration behind her SS25 collection:

"This collection delves into the evocative notion of 'Assorted Identity.' It's a fashion exploration of the multifaceted nature of self, celebrating the unique tapestry woven from our experiences and influences. The garments become narratives, reflecting the fluidity and dynamism of identity as we navigate the world and embrace the multitude of personas we embody."

Drawing inspiration from the rich, layered aesthetic and innovation of Merino wool and mohair, the collection revels in the beauty of complexity, inviting the wearer to tell their own story through fashion. Her designs embrace the lively use of patterns and textures that honour African textiles and craftsmanship.

The collection was paired with shoes by Europa Art and Preview, and the hand-crafted jewellery by a local Pretoria-based brand, Exampli Gratia Jewellery.

When asked what other designers should know about using mohair fibre in their designs, she explained:

"It's limitless. Its malleability truly allows you to be your most creative self. Especially for local brands, it's not often that we are presented with a homegrown, natural, luxurious, and sustainable fibre to work with. So, take the opportunity and explore with it."

We are incredibly proud of Gugu and the role she is playing in showcasing mohair internationally, promoting creativity, and elevating African fashion.