THE POWER OF FASHION STORY TELLING Haus Of Stone by Danayi Madondo

Danayi Madondo is a well-traveled designer whose work is an expression of my encounters.

With a BA degree in fashion design, She decided to dedicate her art form to exploring, constructing as well as reinterpreting the modern African woman’s narrative.

Madondo is the founder and creative director of Haus Of Stone. Haus Of Stone is a Zimbabwean based ready to-wear fashion brand driven by the philosophies of surrealism, harmony, and afro-minimalism.

The brand’s fluid, hand-crafted apparel is ethically and locally manufactured. Haus Of Stone apparel exudes understated luxury, comfort & sophistication.

Danayi has been nominated for ‘Best Emerging Designer’ Award and ‘Entrepreneurs’ Award at the Zimbabwe International Women’s Awards in 2015 and 2018 respectively. 2019 has been a successful year for Danayi & Haus Of Stone with the following achievements:

IM: Describe Danayi Madondo to the readers in a few words?

DM : Danayi Madondo is a creative entrepreneur. An experienced fashion designer, visual storyteller & self-taught textile artist.

IM: Why the name Haus Of Stone?

DM : I named the brand Haus Of Stone out of patriotism. I really wanted to help contribute towards putting Zimbabwe fashion on the global fashion scene.

I knew so few international Zimbabwean brands, so I figured when mine gets huge, there is no better way to give a shout out to Zimbabwe, by naming my brand after it.

IM: What has been t he driving force behind Haus Of Stone?

DM : The driving force of the brand is driven by the need to use fashion as a vehicle to narrate contemporary Zimbabwean narratives infused with heritage & cultural nuances.

The brands 3 pillars are built upon fostering sustainable design practices, visual storytelling & experimentation through handcrafted skills. Community & collaboration is the root of our existence.

Different Collections From The Haus Of Stone

IM: We see your designs are not only Intrinsic and detailed but they carry earthy tone, Why do you prefer these hues ?

DM: It was a business move that made me start utilizing earth tones. At the beginning of my fashion journey, I used a lot of color and print, but because it was so distinct if a client liked a piece that was a polka dot print, and that material somehow was no longer available on the market It's unlikely they will like the same style in pinstripes

I then opted for neutral tones, with a simply aesthetic As a self funded fashion brand, it didn't make business sense for me to constantly be designing new collections every month when I needed to focus my attention on other areas of business.

I simplified the aesthetic to one that had a timeless appeal and Opted for neutral tones that can be mixed and matched with any other color in one's wardrobe, allowing me less time to design, but more time to focus on business development

IM: You have gone full throttle in this creative field of fashion. Where does the inspiration come from?

MD: I consider myself an intuitive designer, but I have chosen to lean I’m into the things that interest me Fantasy and reexploring my culture and spirituality in the content of my fashion works have always been of great interest to me I attempt to create works/ garments that are timeless

My clothing exists to tell stories, and luckily enough the clothing then becomes a wearable object, but the priority is always the narrative, and I think it is this very thing that might set me apart from some fashion creatives

IM: Fashion is an ever-evolving industry, and it has its own highs and lows. How have you managed to keep the business afloat during it all?

MD: Fashion is 80% business, 20% talent If all you have is talent, pray for a person with capital and business skills to see this, invest and work with you, or you are signing up to only be frustrated that people with apparently less creative talent than you are doing better than you on the business front

This reality can be very jarring to many creatives across the board, but ultimately when it boils down to everything, as fun as fashion may appear, the reality is that it's one of the most uncut industries on the ground It requires hardworking, disciplined, visionary sort of individuals If you don't have the above, seek employment

Haus Of Stone is not a business for me, but a possibility a platform of reflection representation Its existence is what has provided with alternative opportunities for income within the creative space It has somewhat become a marketing) storytelling platform

IM: You have gone full throttle in this creative field of fashion. Where does the inspiration come from?

MD: Fashion shows are always fast paced and chaotic, but I think I enjoy the slight adrenaline rush. It requires a disciplined, organized and fast humans who pay attention to the detail and ultimately love what they do and have a great work ethos.

IM: If you weren’t doing fashion what would you be doing instead?

I would be in film as a director, production designer or art director. I am a person with a very distinct vision, so I prefer to be in the driving seat. I am a person that enjoys creating world's, universes, galaxies and my mind is truly fantastical. There is never a dull dream in my head, it's always am adventure or a full bloom action film going on.

I think being in fashion, has just helped me to better understand myself, and the stories I would want to eventually tell and how I would want to tell them. I have a long way to go, but I have been blessed with opportunities to learn and better myself for that eventual season.

IM: Fashion is an ever-evolving industry, and it has its own highs and lows. How have you managed to keep the business afloat amid it all?

MD: It's challenging. I am just blessed enough to have a supportive husband/ family support system that allows me to pursue my dreams and happiness while still being a mother.

If I did not have such a strong support system, I think I would truly crumble under the pressure of trying to 'do it all' & be everything to everyone. I don't try and put unreasonable pressures on myself anymore.

I just do the best I can on all fronts and pursue excellence on all fronts, but always understand that my family is my priority above and beyond the recognition and accolades of my career. Ultimately, my career exists to serve myself, my family, and my community.

IM: As we conclude how would you describe the fashion industry here in Zimbabwe compared to other countries?

ABOVE IS A COLLECTION FOR : Seed Of Esther is chapter two of a visual narrative derived from Ode to Askana. The Gates of SoE (Seed of Esther) is a mystical realm where godly angelic beings convene.

This visual poem explores mythological biblical themes and characters such as Esther & her arch angels. A multidimensional universe where we go to connect with our higher self before we transcend to the next version of ourselves

MD: The fashion industry in Zimbabwe cannot be called an industry at all. It's currently based on the psychology of perception & built reality that is then reinforced by social media

The fashion design industry in Zimbabwe is still a concept rather than a reality. We have a long way to go, we need primarily government & corporate interest, engagement, and investment in order to see our industry become something that is tangible and exportable.