“Every design session needs to begin with a conversation. It’s the starting point of any of my creative endeavours,” says Emeric Tchatchoua. “They stimulate ideas and concepts that will be translated through metaphors and symbolism. The same way a poet would paint pictures with words, I use colours, fabrics, artworks, shapes, patterns, imagery and every component of clothing to paint pictures and tell stories.” The creative director of 3.Paradis is talking to us about how his thought-provoking collections come to be.

Specifically, his label’s new Le Noeud Infini (The Eternal Knot) monogram takes its cues from Buddhist philosophy. “The main idea was to create a pattern that translates our philosophy of interconnection, unity and togetherness,” he explains. “I felt that interlocking our initials was the best way of expressing these values. Each part of this monogram pattern depends on the others, which creates a perfect equilibrium. In the Buddhist belief system, the eternal knot references mutual dependence and the interaction of opposing forces which lead to their union, and ultimately to harmony in the universe.”

This reference point is very telling as an example of the wide pool of inspirations from which 3.Paradis draws. From Japanese streetwear to René Magritte, each collection is packed with meaning. And so is its name - the 3 represents the mind, body and soul and Paradis is the French form of Paradise. For SS21, the monogram is used liberally across sharp suits, disconnected blazers, elegant gloves and deerstalker hats.

Tchatchoua was born in Paris to Cameroonian parents and spent time between Douala, Paris, Reims and Montreal, where he studied fashion at École Supérieure de Mode. He graduated in 2013 and launched the label in the same year as a “creative pulse” driven by Tchatchoua’s desire to express himself. “Our upbringing plays an integral part in what we create, on all levels,” he says. “Growing up with lack of aspiration and lack of positive role models around me, I had the rare opportunity to be exposed to art and culture during my mid-teenage, which instantly changed my life. It gave me hope, a world to escape to, and allowed me to emancipate myself, blossom and discover the person I am truly meant to be.”

As such, he uses the label as a means to embrace equality and opportunity, employing people from the Parisian estate that Tchatchoua spent a lot of his formative years. “Since I launched 3.Paradis, I gave various opportunities to my childhood friends whether it’s fulltime for the brand of as a model,” he reflects. “I employed one of my friends as a stylist, which led him to become a stylist for other brands, introducing him to friends in the fashion and music industry, and much more.”

Growing steadily, the label was shortlisted for the LVMH Prize in 2019 and Tchatchoua’s continued success has meant he’s become a positive role model - something that fuels the designer’s thoughts for the future. “My purpose is to change and save young people’s life the same way fashion, culture and art saved mine,” he muses. “The goal is to transmit to young people the love for culture, art and creativity in order to encourage them to flourish and open their minds to new possibilities. Then, when their turn comes up, they will emulate this process, pass the torch to the next generation and positively impact the lives of the people around them. Basically, we’re looking to provide opportunities and raise aspiration for the next generation.”

Words Miriam Bouteba
Photography Rashidi Noah

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Published on 14/05/2021