FASHION PLATFORMS TO KNOW: NDAANE
NDAANE
Cameroonian born Stéphanie Chendjou is the founder of Ndaane, a platform designed to amplify the diverse voices of fashion in Africa – and beyond. Ndaane (pronounced “dan”) is a Cameroonian dialect word for thriving through dedication. Through brand discovery and interviews, Ndaane aims to celebrate and support the craft of the creatives and artisans shaping Africa’s future.
SHEER: Tell us a little bit about yourself.
STÉPHANIE CHENDJOU: I'm Stéphanie Chendjou, a Cameroonian born and French raised soul based in the UK.
SHEER: How would you say your upbringing and culture influenced your interest in the fashion space?
SC: Fashion has been a playground for me since a very young age. I was very inspired by what I saw people wearing in music videos and TV shows. I remember it would make me fill my notebooks with drawings of my own outfits' ideas. I was very specific about what I wanted to wear and I would never miss my ritual parade in front of my Dad with my brand new clothes on *laugh*.
I think that growing up seeing my parents paying special attention to how they dressed themselves as well as my siblings and I, for their many occasions, might have played a role too.
SHEER: What inspired the launch of Ndaane and how did you decide on the name?
SC: Ndaane started from my will to showcase the great talents I kept on discovering (mostly virtually) in Africa and the diaspora and that no one around me seemed to know about despite the rising number of platforms showcasing their work.
The word "Ndaane" is taken from a Cameroonian dialect spoken by my parents called Bamendjou. It refers to a Bamendjou saying which goes “whatever you put heart and soul into will come to fruition”.
It came naturally to me for the power it holds. It was the perfect intersection between my personal story and my deep wish for the continent in a space I'm passionate about: an affirmation to keep pushing forward in life, and my love letter to the African fashion industry.
SHEER: What was the process for launching Ndaane like?
SC: It was a bit overwhelming at the beginning as everything was new to me. For instance, creating the website, putting myself out there, reaching out to people in the industry for research, interviewing designers and so on. But I managed to do it all anyhow. I was grateful for my loved ones who guided me and designers like Akudo Iheakanwa of Shekudo and Adama Ndiaye of Adama Paris who trusted the vision and accepted to give an interview for Ndaane before it was even launched.
“Fashion has been a playground for me since a very young age. I was very inspired by what I saw people wearing in music videos and TV shows. I remember it would make me fill my notebooks with drawings of my own outfits’ ideas. I was very specific about what I wanted to wear and I would never miss my ritual parade in front of my Dad with my brand new clothes on.”
Collage by Efiba Yamikeh of Black Beryl for Ndaane
SHEER: How do you approach your research process and selecting the designer spotlights for the site?
SC: I mainly discover brands thanks to social media. Obviously my scrolling activity is very much oriented on selected publications, creatives and influencers.
When it comes to the spotlights selection, I strive to showcase the diverse expressions of designers and creatives around the global Africa. I usually consider the brands' aesthetic, the message they want to convey and the various ways how Africa influences their story.
SHEER: Who are some of your favorite African designers or fashion influencers at the moment?
SC: They are so many! I will name a few. I would say Thebe Magugu and Rich Mnisi for their powerful storytelling about their homes, Orange Culture and Daily Paper for elevating the culture, I Am Isigo for the conceptual vision and craftsmanship, Lisa Folawiyo for the sophistication, Nkwo for their forward-thinking endeavour towards sustainability, Gueras Fatim for how the designer articulates her heritage and personal experience and finally Tongoro, Olooh and Omol for the different stories around the "Made in Africa" label. I would wear them all from Monday to Monday. *laugh*
Collage by Efiba Yamikeh of Black Beryl for Ndaane
SHEER: In what ways do you believe African cultures and styles are having an impact on the global luxury fashion industry?
SC: African cultures and style are definitely opening "new" - from the Western gaze - experiences, imagery and craftsmanship to draw inspiration from for a global luxury fashion industry longing for uniqueness, newness and new models less harmful for the environment. With myriads of untold stories, unexplored territories and resilient production models - mostly sustainable by nature - African cultures are in a good posture to pave the way for a new luxury about culture, people and the planet.
SHEER: How do you believe the mainstream fashion industry can better empower and rightfully credit African designers and culture?
SC: I guess the industry could do better in the way they look at the designers' work, considering their unique features beyond geographic and/or ethnic considerations that will limit the analysis and put them in a box. Plus, I'd like to see more initiatives and partnerships that will address the production and sourcing challenges.
The credits question comes down to ethics. It's all about putting the spotlight - with the same energy put towards profitability - on the people behind any cultural influence the industry taps into, so these people can also benefit from the use of their culture. It goes for African cultures as well as others.
“With myriads of untold stories, unexplored territories and resilient production models - mostly sustainable by nature - African cultures are in a good posture to pave the way for a new luxury about culture, people and the planet.”
SHEER: What advice do you have for fellow creatives of color looking to break into the global fashion industry?
SC: I would say what has made me navigate this space so far: always dare to get to the top.
SHEER: What do you envision for the future of Ndaane?
SC: I see Ndaane as an experimental observatory where I share my passion for the exciting global African fashion scene. I want it to grow as a space for meaningful partnerships and collaborations showcasing brands and creatives.