Bold, subtle, sublime and stylish…these are just some of the words which can be used to define local womenswear brand Connade. 

Founded in 2019 by interior and fashion designer Shelley Mokoena, the brand creates contemporary pieces that make a statement and are effortlessly charming. An enchanting combination of clothing and art, Connade garments are distinct and made with bold individuals in mind. 

For Mokoena, fashion has always been a stepping stone to embracing the power of who she is. She views it not only as a form of expression but also an impression that she sets for herself upon arrival at any place. It is this interpretation that she incorporates into the creation of every Connade piece. 

“I am a designer by profession and an artist at heart. A synchronicity that runs through every aspect of my life. Whether I’m creating or observing, I see every creation as an experience that makes me evolve,” she said. 

Although her brand is only three years young, Mokoena’s love for fashion existed way before the brand’s inception and stems from her childhood. She was influenced mostly by her mother who has always been well-dressed and made sure to instill that in all her children too.

“Whenever she would buy me something to wear, it was an exciting moment! I would try on the clothes and envision myself at a certain special occasion. 

Back then, we wore special clothes on special occasions. Now I like to embrace the beauty of feeling special on a daily basis, even if it’s with a simple outfit,” she shared. 

Today, fashion remains a big part of Mokoena’s expression and Connade serves as an outlet for that. 

“I wanted to create a brand that could evolve with me as a person but also stand on its own.” 

Each garment is especially and intentionally designed for the person who stands firm in who they are with subtle effort. 

“My intention is to capture a sublime yet effortless aura to the person wearing the garments by constructing staple, statement, and classic items that integrate structure and art into the ecology of storytelling and the design process”. 

As the brand’s owner and founder, she has learnt plenty of fashion and business lessons since 2019.

“One of the biggest lessons for me would be patience. I’ve had to understand the lessons I’m learning about the business itself, and about myself. I’ve also had to allow myself to be open to every obstacle that has and might still come and to deal with it in the best way I know how”. 

Above all, she has also become aware of the importance of having a clear balance when running a business which is also a form of artistic expression. This, she admits, is something she continues to learn. 

Out of two Connade collections, Basadi Ba Lesedi (Women of Light) and Tsoalo Hape (Rebirth), the latter is closer to the designer’s heart. This is because the timeless collection serves as a reminder for her to always appreciate and embrace the beauty of evolving, 

“It was a moment of delving more into myself and my journey. There was a lot of rebirth happening in my life at the time, within my family, myself and my career as well,” she elaborated. 

Throughout her fashion journey and with every piece created, the underlying element for the designer is the magical combination of what she calls ‘inspiration, imagination, experience and execution’.

Interestingly, Mokoena sketches every garment exactly how she imagines it in her head, without thinking of the complexities that would come with actually making it. She has found that this allows her to create without restricting herself.

Going forward, the Connade founder anticipates continued growth and success as a designer, with the hope of seeing her brand flourish beyond our shores. 

“How I envision my growth is truly just learning from each experience and each collection. It’s also about getting even better at my craft and building Connade to be an international brand.”