The African Designer Redefining Pageant Glamour

From Kampala to the world, Joan Jade is redefining elegance through affordable luxury—crafting unforgettable bridal, prom, and evening wear for today’s modern queen. In this week’s AfriFashion Spotlight, host Ngozi Fego sits with Joan Nantegale, founder of Joan Jade Dresses, to unpack her journey, design ethos, sustainability mindset, and big vision for African fashion.

Meet Joan Jade: “I make dresses—only dresses.”

 

Joan’s love story with fashion started in childhood—hand-stitching doll outfits and making paper dresses at school—before officially establishing her brand in 2021. After learning to machine-stitch in 2018, she built quietly from home, sewing for friends and family until the business took shape post-COVID. Today, Joan Jade Dresses is a go-to house for statement gowns across Uganda’s red carpets and pageant stages.

“I’ve always wanted to be a fashion designer. My niche is dresses. I make dresses—only dresses.”

The Creative Process: Heart, prayer, and originality

Joan designs “from within”—a deeply intuitive process anchored by prayer and guided more by conviction than trends.

“I don’t copy. I design from my heart and soul. I even pray about it.”

This inward focus keeps her work distinct, intentional, and emotionally resonant—elegance without noise.

On IP & Structure: Talent isn’t enough

Like many African creatives, Joan admits intellectual property and formal business structure weren’t top of mind at the start. That’s changing.

“I learned so much at a Rwanda conference. I’m trademarking my logo and business name. Skill alone won’t sustain a brand—you need proper registration and structure.”

A needed reminder: protect the work you create.

Pageants & Visibility: Dressing queens, winning stages

For three years running, Joan has designed for Miss Uganda and Miss Tourism—milestone platforms that widened her brand’s reach. Her gowns have graced Miss World, with Uganda’s queen winning Beauty with a Purpose in Joan Jade dresses—twice.

“When the crowd is cheering and she’s in my gown… I’m part of her story.”

Design note we love: For Miss Tourism, Joan built her own fabric through tie-and-dye to capture the sunrise over the Eastern Karamoja hills—then elevated it with beadwork and pearls. Culture, reimagined.

Affordable Luxury, Practically Delivered: Hire, wear, return

Bespoke gowns are time-intensive. To keep luxury accessible, Joan leans into rental (hire). Clients enjoy couture-level pieces for a fraction of the price, while the atelier stays sustainable—repurposing fabrics and updating designs between wears.

“People love to feel special, so we adjust each rented dress—subtle changes that make it feel like it was made for you.”

It’s kinder on wallets—and the planet.

Challenges in Uganda: Fabrics, taxes, and improvisation

From limited fabric varieties to steep import taxes, sourcing can be tough in Uganda.

“We improvise—fabric manipulation, custom dyeing, creating illusions. You make beauty with what you have.”

Constraints meet creativity.

Collaborations that move the needle

Joan believes in strategic partnerships—especially with influencers whose audiences align with the brand’s target market and values.

“Not every big following is your market. Choose partners who actually reach your queens.”

Faith, Modesty & Message

Her aesthetics lean elegant and modest—clothing that lets the woman shine.

“You are addressed how you dress. Elegance helps people focus on your value.”

Travel & Exposure: Leave your comfort zone

Whether fashion shows or conferences, traveling has expanded Joan’s worldview and sharpened her business approach.

“You won’t know what you’re missing until you step out. Network. Learn. You won’t come back the same.”

Vision: Stores across Africa (and beyond)

The next five years? Physical stores outside Uganda—starting in Africa, then global.

“What Zara and Chanel are doing—we can do, too. African fashion is international.”

Fast & Fun with Joan

• Favorite fabric: Lace (hello, cut-outs, beading, texture!)

• Tea or coffee: Coffee—Rwanda converted her.

• Dream client: Beyoncé (Queen B.)

• Ugandan artist she’d love to dress: Sheebah Karungi

• Lace or satin: Lace (of course)

• Heels or flats: Heels for impact; flats when the hustle calls

• Bridal vs. evening wear: Evening—more color, more play

• Runway of choice: International

For Emerging African Designers: Joan’s parting word

“Don’t hide your gift because ‘it’s all been done.’ The world is waiting for your touch. Show up.”

Watch the Conversation

Catch the full AfriFashion Spotlight episode with Joan Jade Dresses on our YouTube Live replay. New episodes stream every Wednesday.

Read more of the works of other African designers on our blog