Heritage-inspired designer refashions Chivas Regal 18 Year Old Packaging
From the hallowed halls of Nelson Mandela Metropolitan University in the Eastern Cape to the dazzling catwalks of Jo’burg, Cape Town, London and Paris, 2014 Emerging Creative of the Design Indaba Laduma Ngxokolo’s immense talent has taken him further than many of us could dream. His Xhosa-inspired fashion house – MaXhosa by Laduma – seduced many a fashionista and has helped to give South African culture a spot on the crowded world stage.
Designing traditional knitwear suitable for the amakrwala (Xhosa initiates) but with a modern, chic interpretation, Mr Ngxokolo keeps his heritage close to his heart, a fact not only reflected in his brand name, but also in his business practices.
All of Mr Ngxokolo’s raw materials are locally sourced from his home province, PE. He uses a blend of 80% wool and 20% mohair to create a traditional product of premium quality; one that is objectively luxurious, but also created with a social conscience.
“Social entrepreneurship is the most meaningful form of business,” he says. “It gives the businessman the opportunity to uplift and create pride within his community. Often, I am invited to speak at conferences, and this allows me a platform to celebrate South Africa’s culture and heritage.”
Impressed by his dedication to winning the right way, to achieving success through integrity, Chivas Regal approached Mr Ngxokolo to create a limited edition packaging for our much-loved 18 Year Old Scotch Whisky.
“Laduma’s art has raised the profile of South African talent to that of Alexander McQueen, Ashish N Soni and Vivienne Westwood, all internationally esteemed artists who have previously designed for Chivas Regal, and we are proud that a home-grown talent has been identified to join their international ranks for such a prestigious global brand,” says Shelley Reeves, Marketing Manager: Scotch Whiskies at Chivas Regal South Africa. “But this is not our only connection to Laduma; he conducts all his interactions with integrity and respect – it’s this chivalric resolve to win the right way we admire.”
Mr Ngxokolo’s design for the limited edition 18 Year Old packaging is strikingly and unapologetically South African: gold Xs rest on a vivid blue background, communicating Ngxokolo’s strong brand identity.
“The X motif is very meaningful to me,” he shares. “I love the distinctive Xhosa sound. It’s also interpreted from traditional Xhosa beadwork dating back to the late 19th century, which I’ve translated into a more modern design.”
The collaboration between Chivas Regal and Laduma Ngxokolo has created a product that is a fine balance between bold and elegant, traditional and cosmopolitan, thus perfectly harmonising with our 18 Year Old scotch; it’s a timeless Scottish whisky with a time-honoured African touch:
“South Africans will be able to recognise a globally adored brand, but also see that it is locally relevant,” says Mr Ngxokolo.
Asked why he thinks his design style complements the Chivas Regal brand so well, Mr Ngxokolo says, “I try to create ‘slow fashion’; pieces that are investments due to their obvious quality, craftsmanship and exceptionality. Chivas Regal whisky is the same – a premium taste, soft and unique, that is meant to be savoured.”
The limited edition pack will be available for purchase in March at selected stores.
BONUS: Download 12 Chivas Regal Food & Whisky Pairing Recipes.