*cape:* *Vintage Emporio Armani* *bodysuit:* *Adolfo Sanchez* *shoes:* *m.gemi* *tights:* *Saint Sass* *earrings:* *Frou York*

Photography: Maksim Doraev

Styling: Veta Adrion

Hair: Kacey Klos

Makeup: Luigi Chamorro

PhotoAssistant: Aleksandra Moiseenkova

Videographer: Igor Volkov

Words by Monique Johnson

Memu Conteh moves through the world with a grace that feels unhurried, as if time bends slightly to meet her pace. Hers is a presence that lingers—whether starring in a campaign for Nike, a spread in Grazia, or in the fleeting stillness of a shared moment. Memu’s story is not all about giving face (though, she’s clearly a pro at it) – it’s about the life behind it. A narrative shaped by her Sierra Leonean heritage, the wisdom of her mother’s quiet mantras, and the soft power of self-preservation in a world that often values saying they value authenticity more than actually valuing it.

Speaking with Memu feels like listening to a melody that unfurls slowly, each note deliberate, with meaning. Her words reflect the quiet wisdom of someone who has mastered the art of sitting with herself, finding harmony between reflection and action, between holding on and letting go. Through her poetry and rituals, she draws strength from her Sierra Leonean roots, grounding herself amid life’s unpredictability.

*dress:* *0770* *bra:* *Skarlett Blue* *earrings:* *Frou York*

For Memu, life has never been—and will never be—about conforming to neat categories or meeting the narrow expectations that so often shape the fashion and beauty industry. In this MERDE Holiday Cover exclusive, Memu holds space for growth, for nuance, and honoring roots —even when the path ahead is unclear. She reflects on the strength rooted in her heritage, the balance she cultivates in her daily life, and the grace of moving with purpose and care.

Monique Johnson: First, tell me about yourself, darling.

Memu Conteh: I love my family so dearly, especially my mother. She’s always supported me and given me amazing advice. She tells me not to be afraid, to go forward. It’s really helped when I’ve been in two minds about something—she’s very sound-minded.

MJ: As someone whose ancestors are also from Sierra Leone, I feel the weight and beauty of our shared heritage in everything I do. How has growing up in Australia while carrying the spirit of Sierra Leone shaped the way you tell your story and move through the world?

MC: Wow, I don’t get to meet or talk to many people from Sierra Leone in the industry, so I’m grateful for this opportunity. I’m extremely proud of my heritage, especially the fearless women I grew up around. I’m from the Mende tribe. They were the first people to teach me boldness.

*dress:* *Kristina K* *sunnies:* *AY Studios* *earrings:* *Frou York*

My Sierra Leonean people are extremely religious, many Christian or Muslim. I do believe that, when balanced with a culture that allows one to liberate themselves from the judgmental shackles of religion, you get the best of both worlds. Take my mother, for example: a God-fearing woman who’s embraced all the aspects of just being. Her growth inspires me because I know how hard it must’ve been to say, I do life for me and not for the gaze of others, i.e., the culture in which she was raised. As the saying goes, “I’m not like other moms.”

She and I live vicariously through each other. I tell my story through the eyes of someone who understands that there’s a balance in all things, and still loves freely and with her heart on her sleeve. Knowing my heritage allows me to remain grounded, yet the culture has curated my values. This understanding makes the weight lessen.

MJ: You often speak about your mother’s wisdom and strength. Is there a specific piece of advice she’s given you that has stayed with you during challenging times?

MC: I understand and see her. Her life is a miracle—she’s endured a lot. She’s always said, “Nor look den nos,” which literally means, don’t worry about what they’re doing. And knowing her history and life, it’s sort of like, yeah, why do I care what they think? I have everything I need within me. Naturally, we forget, but having people like that around to remind you does something for the mind and soul.

*top: @lika.in* *skirt:* *Vintage Balmain* *shoes:* *ALOHAS* *tights:* *Saint Sass* *earrings:* *Cat Janiga*

MJ: Poetry seems to be such a personal and intimate part of your life. What draws you to it, and how has it helped you connect with both yourself and others?

MC: Sis, you did that! Not many people know I write poetry!

What draws me to it is the ease of translating a 20-minute conversation into just seven lines in a beautiful summary. Poetry sounds like music when read aloud. It’s also the way in which you can feel your voice being heard through the medium. I remember in high school when I first got to understand it, I was genuinely shook. Like, oh, miss, this my sht!* Didn’t say it exactly like that, but I was definitely enthusiastically telling her how she’d opened up a whole new world for me.

MJ: You’ve built a space for vulnerability and empowerment in your work. How do you find the courage to share your most authentic self in such a public way?

MC: I don’t know how else to be, and I think that’s just what’s always worked for me. Why should I hide? I do get shy sometimes, but that inner voice from all the people that came before me is louder than anything materialistic can bring.

I think fear is such a norm. Fear takes too many stages and faces, and it’s important to me to ignore that fear mindset and always put into practice an abundant mindset.

MJ: With so much focus on beauty and image in your industry, how do you nurture your inner self and protect your sense of wholeness?
MC: Getting off my phone! Writing, running, being in spaces that force me to be comfortably uncomfortable, and embracing the world.

MJ: When you think of moments that have changed the way you see the world, what comes to mind? How did those moments shape the path you’re on now?
MC: This year especially has been shocking! The way I’ve been debunked by the universe every time I believed one way, the universe would physically shut it down.

And one thing about it is, if you’re not learning your lesson, you’re getting a painful slap in the face to get you right out of it. I think a lot of life is trial and error, and so much of it is listening to your inner voice. Having an unwavering instinct—one that does not conform to the likes of many—that’s been the theme, at least in the last three years for me.

It’s caused me to see the signs that my guardian angels reveal and not ignore them. That’s the best part—when you finally feel like you’re kinda, sorta winning at the game of life. I’m still very much in the tunnel of life, and it’s there for a reason.

MJ: What is one small ritual or practice that brings you peace and clarity on a daily basis?

MC: Making sure I’m looking people in the eyes when they talk to me.

There are so many things we do routinely that feel mundane, but I believe they’re so important—they actually add value in creating people who make space for joy and love. And just like anything, it starts from home, from within. Communicating softly and kindly toward oneself manifests externally.

These things sometimes feel like slowing down time.

MJ: You seem to carry such intention in the way you live and work. How do you hope your story inspires others, especially those who may be navigating their own struggles?

MC: I would say, don’t get caught up in conforming to what is “culturally cool.” Your road is yours to live and express, and those who are curious will find you.

I understand the value in taking action and being okay with change. Some days are stagnant, but a lot of life is embracing the struggles when they arise and being willing to get across that bridge—even if it feels like you have to crawl to the other side. You’re doing it, by all means necessary. You survived once again.

top: Jessie Da Silva coat: Kaos, earrings: Frou York

MJ: Sound has a way of carrying memories and emotions across time and space. Are there any sounds—whether it’s music, voices, or even the rhythm of daily life—that connect you to… you?

MC: I find many old Congolese songs from the late ’90s and early 2000s bring back a lot of memories, and it really makes me reflect on my connection to things, especially in the context of where I grew up.

A Sierra Leonean Australian, growing up in Kylie Minogue’s world, watching French films, obsessing over Korean horror films. Being bullied over who I was, yet using Disney movies to free my mind from stagnancy as a child. Building my personality through the lens of proximity to many different cultures.

The voices they carry in the western suburbs of Sydney, listening intently to what makes me so different. This is just to name a few things that connect me to me. It’s always been an accumulation of things. A passing of time and textures, finely tuned and curating me.

To follow Memu’s journey and her latest projects, find her on Instagram at @memu.conteh.