Danayi broadened her fashionable horizons through the Creative DNA Africa Programme.
Danayi Madondo is a dynamic creative force, seamlessly merging fashion design, textile artistry, and visual storytelling. Initially, the notion of venturing into fashion design appeared an unreachable dream for Danayi. However, after completing her degree in Film, Television, and Creative Advertising overseas and spending a year in the media industry, she found herself at a crossroads. The burgeoning recognition of African designers on the global stage inspired her to establish Haus of Stone, an independent fashion brand.
Haus of Stone commenced modestly in her parents' cottage, where she honed her creative vision. What began as a humble endeavour swiftly flourished into a thriving business, gaining popularity within her community and exceeding her initial expectations. Despite her undeniable talent and creativity, Danayi soon realised she lacked the skills to manage the growing demands of her enterprise. This led to lost clientele and eventual burnout as she struggled to cope with the rapid expansion.
Amidst these challenges, Danayi stumbled upon the Creative DNA Africa Residency Programme offered by the British Council. This transformative opportunity transported her to London, where she collaborated with fellow African and international designers. The residency broadened her horizons, exposing her to diverse cultures and perspectives within the fashion industry. It instilled in her a global mindset and a vision to establish an internationally recognised brand.
Participation in the Creative DNA Africa Residency Programme culminated in Haus of Stone's debut at London Fashion Week, propelling the brand onto the global stage. This milestone was swiftly followed by another Creative DNA @CANEX Showcase programme, which unlocked even more opportunities. Haus of Stone was chosen to exhibit at the Intra Africa Trade Fair (IATF2023) in Egypt, expanding its reach to new markets and audiences. Danayi reflects, "The experiences through the Creative DNA Africa programmes were invaluable as they gave me insights into positioning my brand globally."
Presently, Danayi is in the process of repositioning Haus of Stone to further elevate its profile as an international brand. This strategic shift is informed by the knowledge and exposure gained through her participation in the British Council programmes.