Fashion Therapy: Healing Through the Fashion Lens

By HAUS OF STONE

Danayi Madondo is a fashion practitioner, creative well-being advocate & owner of an independent fashion label called Haus Of Stone which is based in Harare, Zimbabwe.

Sustainable fashion brand HAUS OF STONE is a slow-fashion brand that relaunched in 2018, with an emphasis on developing apparel that is consciously produced with a comfortable & timeless appeal. Its resort-inspired apparel is designed for the conscious global wanderer. Haus Of Stone is driven by the need to use fashion as a vehicle to narrate contemporary Zimbabwean narratives infused with heritage & cultural nuances. Using fashion as a medium to engaging in a dialogue ranging from journeying, identity, spirituality, mental well being and the different stages of womanhood. Our 3 pillars are built upon Sustainable design practices, Visual storytelling and Creative well being through fashion handcraft skills.

In 2018, Haus Of Stone revealed its Ode to Askana ss18/19 collection, which served as a visual poem & collection. The visual narrative garnered a lot of positive responses both locally & internationally featuring in Melbourne, Australia under AfrOURrban & in Sao Tome N’gola Art Festival under renowned Kenyan art director Sunny Dolat. Haus Of Stone has been selected to feature on the runways of Mozambique Fashion Week 2018 (Maputo), GT Bank Fashion Weekend 2019 (Lagos, Nigeria) & Fashion Revolution Week 2020 (Virtual Global Exhibition). Haus Of Stones collaborative Fashion Revolution documentary titled the ‘Therapy Of Fashion’ was an official selection of the BOKEH South-African International Lifestyle & Fashion Film Festival 2020.

Ode to Askana – ‘Askana’ meaning ‘girls’ in Shona (Manyika), is a visual poem/ collection dedicated to all the powerful girls/ women, who through the beautiful carnage that is life have found healing & the strength to press on. It’s a celebration of the women that came before us & gave us a voice so that ‘we’, & the woman that follows can see farther.  The visual narrative centres around our protagonist’s life journey, with the mirror serving as a reflective portal. Reflecting the hopes & desires of the woman as she journeys forward into a new season, a season of transition, healing & overcoming. The visuals were captured at Domboshawa National Monument which is known for being sacred historical land – a place of prayer, spiritual healing & love.  The pieces from Ode To Askana are all made from linen & voile; each piece is named after a notable African woman who helped pave the way for other women. We hope this collection provides our audience with the same spirit of resilience & perseverance along their own life journey.

Photography by Ngonizashe Chinhara

Art Direction & Concept by Danayi Madondo

Location: Domboshawa

Models: Rosebud, Pretence & Rumbidzai

You connect with Haus Of Stone through the following:

EMAIL: info.hausofstone@gmail.com

PHONE: +263 774111661 | +263 783185751

INSTAGRAM: @hausofstone

FACEBOOK: @hausofstone

Originally published in the Ndeipi Magazine

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