Star Profile :Danayi Chapfika

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If you are a fashion conscious person living in Zimbabwe, you are bound to have come across the name Haus Of Stone – one of the highlights at the 2014 Zimbabwe Fashion Week.

If you are a fashion conscious person living in Zimbabwe, you are bound to have come across the name Haus Of Stone – one of the highlights at the 2014 Zimbabwe Fashion Week.

Prudence Muganiwah

The women’s wear label which was launched in 2013, is a mix of diverse influences that have inspired the founding designer in her life.

It has become a brand that speaks strong elements of hybrid global Afro-centric expressions as each collection consists of a classic assortment of styles and colours that have been made to suit the modern woman.

The creativity definitely goes beyond simple cutting and sewing; it is simply a marvelous work of art.

But where did the name “Haus of Stone” come from? The creator of the label herself explains that the name was inspired by Zimbabwe, it being a direct translation of the Shona phrase ‘Dzimba Dzemabwe’.

“I chose the name because it represents where I come from, as well as reflects a part of my identity that I am proud of. I changed the spelling for ‘house’ to ‘haus’ to capture a wider international audience, however, haus still means House in various languages.”

The brains behind all this, and how it all came to be? Her first design was a 50’s inspired dress which she made on her Elna 2800 machine, back in 2008. Born in the capital city of Harare, gifted Danayi Chapfika studied her fashion design degree at LISOF (Leaders in the Science of Fashion) in Johannesburg, South-Africa and showcased her first clothing range at the first ever Style by Africa (SBA) Pop-up Garden Party in Harare and has not looked back since then.

“I am highly interested in the creative arts, and i am always looking for new mediums to express myself. I believe one should not be bound by one form of expression,” explains Danayi.

Danayi describes her passion as being the creative arts, and fashion being just one of them. “I find fashion, fine art, graphic design and various other visual forms of creativity, as mediums for me to share my thoughts and feeling on various subject matters. I love the idea of communicating without the use of words.” Her designs definitely speak volumes!

What is most enjoyable about being a designer, she says, is being able to bring to life an idea or concept into existence.

“The idea of being able to create something that previously wasn’t there, but now it exists, and you played a part in bringing it to life – that is big to me and highly fulfilling, more so when other people resonate with your creation. That for me is the most thrilling part of being a designer, the power to conceptualise and then create.”

Fellow renowned fashion expert Paidemoto Chideya of DeMoyo lable says of Danayi, “Danayi is a highly innovative and creative designer with the drive and tenacity to make it in this highly competitive field!”

That being said, one would think it has all been a walk in the park for Danayi. But she sheds light on some of the biggest challenges she has faced and continues to face in her career. Chief amongst those, she says, is trying to get people within Zimbabwe to embrace her sense of style. “I suppose Zimbabweans are a very safe group of people and tend to stick and follow what everyone else is doing.

Now for a designer like me with a different perspective from the norm, I find it difficult to find individuals who resonate with my aesthetic and have the boldness to wear some of my pieces.”

She adds that another challenge is that people tend to not know or understand the difference between a designer and a seamstress, “We’re all just grouped into one little box – being a designer encompasses a lot more as it has to do with developing concepts and actually creating something from scratch, not just sewing.”

Nevertheless, Danayi has worked hard at ensuring that her brand is recognised and holds its rightful place in Zimbabwean fashion, and her effort is definitely paying as Zimbabwean women are fast embracing Haus of Stone.

This resilient attitude has seen Danayi manage her transition from being employee to employer. “It was and is still very challenging considering that I was taught to be a designer, not necessarily a businesswoman. And I have come to realise that the business is 80% and the creativity/ design is the other 20% – so that realisation was somewhat a shock to the system!”

One would wonder what value system she operates on, considering the challenging industry she has chosen as the basis of her career. Danayi states in no uncertain terms that honesty and transparency are key features she seeks in herself and in individuals, with no compromises regardless of whether it is on professional or personal grounds. “I believe that as humans we are all spirit being and we harness our inner most thoughts and speech, so we are what we think and say….”

Speaking on family, Danayi says she is backed up by her family’s unwavering support – it is really what keeps her going. “What I enjoy most is the community and support – family tends to always be your number one fan, people need believers in their lives, folks that will hold you down no matter what. And I have just that!”

Asked on her pet peeves, the evidently well-groomed Danayi is quick to respond, “People who slurp when they are drinking tea!”

Danayi has in the past worked with Fashion Weekend and this year she will be working with HIFA as lead designer, which will involve guiding other designers to create a range for the HIFA fashion dome. The role she will play at the country’s biggest arts showcase in itself shows what sort of talent she presents.

But she has not restricted herself to building her brand without bothering to look back. Every festive season Danayi takes time to be part of the #youaresantaclaus initiative which allows her to reach out to help others during the festivities. “Each year it has a different theme and I always find it worthwhile to give of my time and efforts to the cause.”

Expressing her love for the Knowles sisters, Danayi, who also writes music and used to be an art director for a graphic design company, says she is love with Solanje’s sense of style and Beyonce’s business sense.

“So you could say I am an adopted child of the Knowles!” she speaks further of the inspiration she draws from her own peers in the fashion and style industry, for instance Lochnation, Zanele and several others.

Danayi’s wish is for young people to understand what hard work is, and appreciate that effort pays. Thus her parting shot is, “Be ready to work, do not expect to be rolling around in money after a month!

Sometimes it takes time for your business to start generating revenue and you should be prepared for that. You also need to be driven and do what it is you are passionate about, don’t copy someone else’s work – rather be inspired/ influenced by it, there’s a difference.

Make sure you dream big, the world is your oyster!”

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