KHADS ARK MAGAZINE
Preserving art to outlive us
words by Zhakiya
The Artistry of Joshua Nqobani Jeranyama: Redefining Fashion and Visual Storytelling
In the ever-evolving world of art and fashion, one name stood out to us as a true polymath of creativity: a visionary who effortlessly dons the roles of a Creative Director, Journalist, Stylist, and Photographer. Meet Joshua Nqobani Jeranyama, an artist with an insatiable passion for translating imagination into striking visuals. With a great understanding of design aesthetics, an innate flair for styling, and a keen eye for capturing moments that transcend the ordinary, Joshua is a force to be reckoned with, weaving together the worlds of fashion and art in breathtakingly innovative ways. Known as @nqothecreator online, Joshua transforms concepts into living, breathing stories, pushing the boundaries of visual storytelling in the world of editorial and redefining the intersection of art and fashion. This article delves into the captivating journey of a multifaceted creative powerhouse, whose unique vision and talent have left an indelible mark on the upcoming creative landscape.
Joshua’s journey with fashion started at a young age in which his love for fashion sprouted from the fertile grounds of his own personal style. Thanks to his parents' support and encouragement he found himself immersed in an early sense of independence and creative exploration which laid the foundation for what would later blossom into a remarkable start in the realms of fashion and art.
KAM: "What was the initial encounter with fashion that spurred your desire to pursue a career in it?"
JNJ: “My love for fashion started with my personal style. My parents used to always involve me in going to get new clothes and shopping for outfits. So I had staple pieces and looks like I could interchange in my wardrobe by myself. I know a lot of kids were dressed up by their parents, but for me, it was like a whole a massive experience.
So being involved in my own styling process since I was young and not really thinking about people around me, what they wear or like, you know, what's that core or popular. Yeah. That's kind of where my love for fashion started. Cause I got to choose what I love and not what people love around me.”
KAM: So how does that tie into like your creative process, in terms of how you execute your styling?
JNJ: It just really emphasises the importance of vision. When you create a creative concept, you need to look into different avenues of how you're gonna execute that vision. How you can bring it across, which people you can bring in too. There's an African proverb ‘If you want to go alone, if you want to go fast, go alone. And if you want to go far, go together ‘ so collaborate because I used to go with my parents. I think collaboration is a key to that moving forward creatively and executing a vision too.
As we explored the roots of his passion, it became evident that Joshua’s love for fashion stems from this deeply personal connection. His upbringing, where he was encouraged to explore his own wardrobe and express himself through clothing, nurtured this intrinsic link between feelings and style.
JNJ: “Sentiment goes above functionality for me. I kind of just dress depending on how I'm feeling. So that's like always obviously influenced by the weather and the things around me, which is definitely a part of functionality too. But if I'm being honest, I'll put how I'm feeling above everything around me in terms of how I'm gonna dress or express my own style, how I pop up, step out for today.”
At just 17, amidst the chaos of exam season, Joshua interned at Aether Magazine as a personal assistant to founder Mia Sakai. Joshua was sharing his style and personal expressions on Instagram. The positive feedback and self-assurance gained from these posts ignited a realisation - fashion could be more than just a hobby; it could be a creative pursuit. This epiphany set him on a path to elevate his artistic endeavours, acting as the driving force in the journey as a creative visionary.
KAM: What did you take away in your time as an intern for Aether Magazine?
JNJ: “ I met so many creatives. I think that was the most amount of people I've literally encountered in the fashion industry, creative scope would literally be whilst I was working at Aether. It actually opened me up to so many more people, opportunities, and environments, and just understanding fashion and the creative industry at a deeper level too. Being at Aether Magazine taught me resilience. I saw with my boss, whenever something would go left, she would literally go right and she would just do whatever she could to make things work. And I think she really taught me the importance of collaboration. Not only that, listening to people in a directory role or in a leadership role, you have to have a clear vision and stuff like that and execute that and put that cause of people.
KAM: How did this help you in your creative roles?
JNJ: “My experience kind of prepared me for my editor-in-chief role at the University of Nottingham Fashion Society. Just seeing leadership, seeing how she works with other creatives as a minority, as someone, as from being from an area that's usually overlooked in terms of the creative scope in an industry which is historically upper-class and exclusive. I just learned to basically keep going really and truly when things get hard. And to also let your passion be the thing that's driving you.
KAM: So would you say that making fashion accessible is one of your main messages as a creative?
JNJ: Yeah, I'd like to say so. I'm from Zimbabwe, I'm a second-generation immigrant from Zimbabwe. And fashion isn't something that's in the third world. Fashion isn't something that is important, where people have human rights issues, issues of political troubles. I think it's just important that now more than ever in the age of TikTok and social media in this digital age, we're able to use fashion as something which is freeing. People can involve themselves, even if they don't know as much, they can still come tap in, leave some opinions, and be a part of the conversation. I think my goal is not necessarily to make everyone obsessive fashion but to bring everyone into the conversation. Yeah. Give everyone a chance to share their opinion, share their thoughts and find what they like.
By opening up the world of fashion to diverse perspectives, Joshua seeks to celebrate individual voices, enriching the collective narrative with a tapestry of ideas and experiences. Through this inclusive approach, he strives to bridge gaps and break barriers, transforming fashion into a shared and accessible experience for all. With this aim, I was curious to know how he balances incorporating influences without compromising individuality.
KAM: So in terms of everyone sharing their opinion, where do you sit on trend cycles in the fashion world, as they come and they go so quickly? So how do you tap into taking in trends and people's opinions, but also staying true and authentic to what you like?
JNJ: “I'd like to say you should just let your style guide you. So in that sense sit down with yourself, you see what you like, you see what you don't like. I feel like people want to avoid trends just so that they don't get caught looking corny or copying people or following whatever but trend cycles are a normal part of humanity. They're part of subcultures. You know, we have streetwear, high fashion, there are trends within that. And those trends identify groups of people, collectives, societies, communities, people and those who are friends and have relationships. I think fashion, we sometimes forget that fashion is very much integrated into our everyday lives. Yeah. The groupings and organised society are very influenced by fashion and I think people get so caught up in not wanting to be like anyone else.”
Joshua recently co-directed a fashion show under the University of Nottingham Fashion Society. The city’s most diverse society to date in which he was the first black president. Entitled Escapism SS23, the show broke free from conventions, norms, and challenging beliefs in the world of fashion. It showcased avant-garde ensembles, celebrating individuality and pushing creative boundaries. The event was a testament to the limitless possibilities that exist beyond the confines of tradition.
KAM: So I really wanna talk about escapism. It was marketed as one of your most sustainable fashion shows yet. What is the importance of stressing sustainable fashion to the point where you created a whole fashion show based on that concept?
JNJ: “The concept of the show was an idealistic escape from the restrictive norms of fashion. So the idea was to go against the boundaries, to go against the norm, against what people are usually conditioned to believe what is right, what is correct in the world of fashion. The emphasis on sustainability was through every single piece being sustainably sourced for the show. So what we did was we reached out to local charity shops, local businesses, and all sustainable fashion networks in our city and in London too. And we invited them to give clothes for the styling for the show.
KAM: What was the creative process for the show?
JNJ: In terms of styling, how we actually put the show together as we got 30 stylists from our society. So I gathered 30 stylists and directed them in different looks. So some of them did pairs or their own looks and they styled them head to toe in sustainable, secondhand vintage, clothes from their own wardrobe, or their models’ wardrobes. So we actually had a model casting and we saw over a hundred models across our student society, people in our city, we had them all come down to just have fun basically and just try and walk out.
We just wanted to see people really be confident. We didn't have like a certain look we were looking for at all because we wanted our runway to be representative of our city, our university, our space, and our community.
KAM: Community seems to be important for you
JNJ: I think that's kind of my point to my creative endeavours. Like it's all about community in that sense. Leading the fashion society to taught me even more about the importance of community and how fashion interacts with it in such a way.
I’d like to add I was the first black president and there’s importance for diversity and representation. Before I was in my position of power, there weren't many minorities involved in it but seeing yourself represented I think it just gives people the opportunity to come in, get involved and have fun too. Because it's about, um, inclusivity, get people involved.
I asked Joshua what was the main message he wanted the audience to take away from the show.
NJN: The main message would be that fashion is freeing. It can be fun. I feel like a lot of people take from fashion that it helps them to express themselves. You see a lot of people talks that they're stressed about their clothes and it can be a point of anxiety for them. It can add to dysmorphia and heavily links to mental health. And I think our message was, to put across that fashion can be fun it can be expressive, it can make noise, it can be loud, it can be quiet, it can be soft.
KAM: what qualities do you possess that aid you in being a creative
NJN: My faith is the thing that upholds me the most because faith is the only thing that keeps you going when there’s no sign of hope. for example with the show we had booked it for an earlier date but it had been cancelled, but another even more amazing venue opened up which allowed us to extend it and make it bigger. So holding onto my vision and moving forward with that. Aside from my own personal qualities the people around me, having a team that can carry your vision and add to your vision, people that will go the extra mile and bring forth ideas. The importance of collaboration.
KAM: What does the future hold for you as a creative?
NJN: I’d like to still focus on the world of editorial with writing and creative direction, so journalism. I have my own journalism page on IG (joshuanqobani) and for me, I love looking at nuances through fashion, so the story behind what you’re seeing and not just what you’re seeing at face value. That’s the part of fashion that gets lost in translation when you don’t know the context and because I’m a nerd about these things, I’m always researching it and talking about it with friends so it’s everything I love so. Putting it out to the world is the best thing ever.
Before we ended the interview I asked Joshua what his message to the world would be.
NJN: Fashion is for everyone, it’s a cool way for everyone to explore themselves. it’s a way to communicate with the world and also a way to communicate with ourselves and that’s the most important thing we can use fashion as a tool to help ourselves and help others.