Stepping into the stylish life of Lethabo Maboi
Building a sustainable career in fashion can be challenging, but all the more rewarding when you succeed. Lethabo ‘Boogy’ Maboi has styled some of the biggest names in Africa, such as the late Ricki Rick and AKA, Shekhinah and Sho Madjozi, and was the costume designer and stylist for Zambian artist Sampa the Great on her global tour. GLAMOUR got to chat with this powerhouse about her journey.
When did you know you wanted to pursue a career in the fashion industry?
I’ve loved clothes for as long as I can remember, which is something I think I just inherited from my mom. It was when I was working on K-TV as a presenter from primary school into high school where I was first exposed to a wardrobe stylist and the wardrobe department. When we weren’t on set shooting, I was in wardrobe trying on clothes, asking questions and just soaking it all up.
Who were the key individuals that helped you on this journey?
I used to work at an online radio station called Planet Radio TV, an all-African music radio station, while trying to figure out how to break into the styling world. My station manager at the time, Makgotso Pooe, pushed me to go for it by introducing me to a reality show about acclaimed stylist June Ambrose, who, unbeknownst to me, had styled some of my favourite music videos at the time for artists such as Missy Elliot, Janet Jackson and Jay-Z. June’s show and career inspired me and blew the lid open for me on what the life of a top stylist looks like.
Today, I’ve met June and also formed the best online relationship with her, which blows my mind all the time because she is literally my inspiration. I also did some local influencer work for June’s Puma collaboration in 2022. Makgotso is a pioneer in the music world, and she gave me a big opportunity in the radio space, which unlocked a whole new world for me in the East and West African music scenes.
Working as a morning show host on Planet Radio TV opened doors for me to style artists such as WizKid, Tiwa Savage, D’banj, Ice Prince, Vanessa Mdee, Yemi Alade and more. I feel like she was a fairy god-friend sent to inspire me to go at this career. There have been many other people who have helped me along the way, but she [introduced me] to June, who put me on to the game of styling.
What do you think are the keys to your success?
I believe in doing things I really love, and there’s nothing that trumps passion. I think it’s important to find something you love because it will be worth every sacrifice necessary to make it work. I also believe that everything you consistently work at eventually succeeds, so I’m not someone who gives up easily. Have fun with the things you want to succeed at, but don’t let your dreams drain you. If it stops being fun, stop doing it.
How have you used your position to assist others hoping to succeed in the fashion industry?
My styling career has been a love letter to local brands from the very beginning. Styled by Boogy has been championing local brands, and in my career, I exclusively styled my projects and clients in local brands at a time when ‘local was getting so lekker’, lol. Styled by Boogy’s tagline is “In the interest of local fashion”, another declaration of my love and commitment to uplifting and celebrating our local fashion industry.
I recently opened a wardrobe rental studio called Boogy Bodega, where we offer mentorship opportunities as well as run an outreach and empowerment feature we call ‘Brand of the Month’: a local brand gets to be part of our rental house for a month, where they make money off their clothes, receive PR and promotion to our clients, and get access to our sewing studio as their pop-up office for the month. Many young designers don’t have access to studios and machines, so this is an invaluable opportunity for them.
What were the challenges you faced and how has it impacted you?
I started my career at a time when the only stylists that fashion designers and brands worked with were magazine stylists. I started my career as a music video stylist, so getting access to clothes was a mission for me, but that helped me to create my own relationships, systems and styling rates too. It also made me extra creative, and I began experimenting with custom-making garments early in my career.
What has been your favourite project to work on?
I’ve worked on so many incredible projects over the years — TV commercials, films, music videos, brand campaigns, magazine covers and more — that it would be difficult to choose just one. But I would say I really enjoyed my music video and celeb styling era because it introduced me to so many incredible creatives.
What are your biggest aspirations?
I’ve always aimed to be an ambassador for local fashion, and I think I’ve achieved that through my work as well as my personal style. I believe South Africa has some of the world’s best-dressed people with the most incredible taste. My next goal is to grow The Boogy Bodega into a world-class wardrobe rental studio and — once that’s done — like Pinky and the Brain, obviously take over the world.