Shelley Mokoena is the artist, designer and creative director behind Connade, the experimental luxury womenswear brand based in Johannesburg. She describes her work as meeting at the intersection of sculptural and surreal, ancient and contemporary. This is evident in Connade’s collections, at once minimalistic and intricate. “I believe in the power of restraint, not as limitation, but as liberation – where less is not emptiness, but essence,” she says.

Before Connade, you designed as a pair with Keneilwe Mothoa for your label Prime Obsession. What was the biggest lesson you learned from this time?

That everything that is done with love is done well, even if it ends. What I learned from the experience is that creating is a journey and not an end result, as well as the importance of process and being patient and intentional in every decision.

It reinforced my belief in authenticity and further cemented the idea that for any brand to truly resonate with others, it must always be rooted in something real. These are lessons that I continuously take forward with me in shaping Connade, constantly reminding myself to build a brand with heart, intention and integrity.

What inspired you to create your own brand?

It was the idea of creating a space where I could express my perspectives through design. I love the way form and structure can tell a story without excess, and I’ve always been drawn to the power of simplicity. I see garments as language and vessels interpreting a way of being. It was a way for me to build something that felt personal yet universally resonant, something that felt intentional, thoughtful, and timeless. I wanted to create a brand that instils presence – a way to be fully in the moment by appreciating the spaces we occupy and wearing pieces that feel like an extension of self.

Describe your design point of view.

Intentional, intuitive, and deeply rooted in the philosophy of less as essence. I believe in stripping away the unnecessary to reveal something pure – design that speaks softly but with impact. Everything I create is a reflection of my instinctive approach to form and function. I am drawn to sculptural silhouettes and the poetry found in restraint. Texture, proportion, and negative space play a vital role in my process.

Talk us through your design aesthetic.

Everything I create is an extension of how I aim to move through the world – effortless yet powerful, understated yet deeply expressive. Bringing this vision to life is a process of refinement and restraint.

I work with texture, movement, and structure to create designs that are visually striking and evoke a sense of presence and emotion. My pieces are meant to either move with or be an extension of the body – to feel timeless rather than trend-driven. I design for those who appreciate the subtleties of artistry – those who see fashion as more than just clothing but as a form of self-embodiment.

What kind of stories do you hope to tell in the future through your work?

Beyond clothing, I see Connade expanding into a sensory experience – where fashion, space, and storytelling come together in a way that feels immersive and reflective. Whether through collaborations, installations, or new mediums of expression, my goal is to create work that lingers, that invites people to slow down and engage with the world more intentionally.

What inspired and influenced the naming of your brand?

Connade is about connection to oneself, the world, and the spaces we move through. The name embodies the balance between structure and fluidity, simplicity and depth. It has an architectural rhythm similar to my designs. I was inspired by this idea of a sacred space – both internal and external, where one feels truly present and where form and meaning are carefully considered. It is a brand that invites people to engage with clothing as an experience and a reflection of self.

Tell us about your choice of material used in SS25.

This collection was mostly imagined and realised using existing fabrics from previous collections. The decision emerged as a commitment to minimise waste by working with resources that were already available.

Conscious fashion is a constant learning process and a way to consistently refine my approach with every collection. I’ve come to understand that designing with responsibility in mind is not just about the fabric choices but mostly about the approach to creating and producing by thinking about how to extend the life cycle of each piece.

All our materials are locally sourced, and this local approach allows us to reduce environmental impact and support the communities behind the work.

How do you define the difference between style and fashion?

I see style as an inherent expression, something that feels personal and true and transcends time. Fashion is often popular and driven by trends and external influences. Both style and fashion offer a way of understanding culture and how we move through the world.

What excites you most about your job as a fashion and interior designer?

I’m excited by the endless possibilities of creation. To create art, environments, and experiences that feel deeply personal, meaningful, intentional, and sometimes even unrealistic or otherworldly. Every project brings new challenges, new perspectives, and new ways to explore something that is yet to exist.

I love how clothing can transform the way someone feels, which instantly shifts how they carry themselves in the world and connect to their own story. Simultaneously, I enjoy challenging this perspective by creating garments that exist beyond function.

Creating spaces is a reflection of who we are and how we live. It excites me to think about the energy, mood, and personality that can be infused into a room through colour, texture, and layout.

What are your thoughts on counterfeit luxury fashion?

Counterfeit luxury fashion is deeply concerning – it dilutes the essence of a brand and its cultural significance, as well as the hard work and creativity that go into our creations. The negative impact both economically and ethically undermines the value of true craftsmanship and the local artisans who make a living from this work.

It perpetuates a cycle that contributes to exploitation in labour practices and artistic integrity. I believe that supporting brands that align with our values is a lifetime investment, not just in a product but in the future of fashion as an art form. True luxury is about knowing and cherishing the story behind the piece, the care that was taken in creating it, and the lasting impact it has on the wearer and the world.

What sets Connade apart from other fashion brands?

Our commitment to creating pieces that exist as an experience. This is achieved by considering every detail, fabric choice, and silhouette to create a sense of purpose. I’m always mindful of creating a timeless approach, offering more than just fashion but a way of living intentionally and embracing true individuality.

 

• Discover more about Connade on their Instagram
• Images supplied and sourced from Connade