Nkhensani Nkosi – Africa’s ‘creative activist’

Nkhensani Nkosi launched her fashion label Stoned Cherrie in 2000. It was the dawn of a new millennium and South Africa’s creative landscape was primed and ready for a new, all-inclusive voice that captured the infectious energy of the nation at that time.

Since then she has taken her clothing (and more recently her eyewear and décor range) from the catwalk into retail spaces across the country, winning an impressive mantelpiece of fashion and lifetime achievement awards in the process.

“The team and I are driven by a belief in the need for authentic self-expression and have always been inspired by Afro-urban culture,” says Nkhensani. “Being a part of the South African and broader African socioscape is our fodder. Our content is a reflection of that.”

In the 15 years since the launch of Stoned Cherrie, Nkhensani has seen a huge shift in the fashion industry in South Africa and on the continent as a whole. While the international fashion who’s who are waking up to the true potential of African design, African brands themselves are discovering the need to strengthen foundations in order to build an industry that can contribute to the GDP.

“The African fashion industry has experienced a metamorphosis,” she explains. “We are facing the sobering reality that industry goes beyond expression, inspiration and celebration. If we want to be a force to be reckoned with we need to establish rigorous business models that build profitable, sustainable businesses.”

Nkhensani truly believes that, as a continent, we still have a lot to learn about distribution, procurement, supply chain management and logistics. However, despite the possible pitfalls, the potential is enormous.

“What is exciting is that we are slowly becoming more Pan African in our approach, increasing scope for distribution beyond our borders. Once we move from competition to collaboration and co-operation, we have the potential to make serious headway.”

When Nkhensani started Stoned Cherrie her goal was to change the way Africans perceive themselves – she dreamt of instilling a sense of identity by making our history part of popular culture. Fashion was her first port of call, but that was only the beginning.

“We have always considered ourselves a catalyst for creative development using various forms of expression to deliver our brand message,” she says. “Through our unique approach to design we can create an Africa that is grounded in our heritage, but ready to take on the world and teach it the true meaning of creative freedom.”

Words by Emily Pettit-Coetzee
Images – Stoned Cherrie