Connade Redefines African Minimalism

Shelley Mokoena of Connade is establishing a new aesthetic in African fashion, one characterized by minimalism, texture, and a connection to heritage. Growing up in South Africa, Mokoena observed how clothing held emotional and symbolic weight, influencing her later approach to design after initially studying interior design. She co-founded Prime Obsession before launching Connade in 2019, seeking to express warmth and African imagination through restrained silhouettes and palettes.

Mokoena challenges expectations that African design must be vibrant and maximal, instead emphasizing the historical simplicity and structural integrity within African cultures. Her commitment to sustainability informs her design process, often utilizing existing fabrics and prioritizing local sourcing.

Connade recently showcased at Paris Fashion Week and Cape Town’s Confections x Collections 2025, receiving positive feedback for its emotional resonance and architectural discipline. Mokoena envisions expanding the brand into other mediums like sculpture and film, continuing to prioritize intention and honesty in her work.