I’AM ARCHIVE: Fashion Grounded in Culture
- Taylor Bennett
- Aug 12
- 6 min read
An interview with Imani Andrea Mendes, Founder & Creative Director of I’AM Archive
Interview by Taylor Francis Bennett, Founder of TFB Magazine & TFB Collective
In a fashion landscape that too often overlooks the roots of its own inspiration, I’AM Archive stands as both a reminder and a revelation. Founded by Imani Andrea Mendes, the platform is a living record of how identity, heritage, and community shape the stories we wear. It’s not just about clothes — it’s about giving credit where it’s due, centering voices often pushed to the margins, and documenting fashion through the lens of the diaspora. From its debut cover to its growing presence in Europe’s creative scene, I’AM Archive is proving that culture shouldn't be looked at as a mere trend but the foundation of fashion and art It's self.
Let’s start from the ground up — how would you describe I’AM Archive? What inspired its birth, and what story is it telling that the fashion world needed to hear?
I’AM Archive is a digital fashion magazine rooted in storytelling from urban culture and diaspora perspectives. It explores how identity and heritage shape contemporary fashion.
The idea came from working in fashion and noticing how often brands, stylists, and cultural influences weren’t named or credited. Culture was treated as a side topic, with no real depth. In my second year at AMFI, I felt the need to bring change and meaning.
I’ve always been drawn to print, editorials, and fashion media, so starting I’AM felt like the right way to highlight culture-rooted stories, underrepresented brands, and people of color doing important work in fashion who often get overlooked by big platforms.
You recently launched your first cover feature in Amsterdam — congratulations. Can you walk us through what that moment felt like? The highs, the chaos, the wins, the lessons?
It felt like a dream. Everything happened so fast, I didn’t even have time to process it. The vision was always there: spotlighting the right people. Danɛ, as a brand rooted in culture, aligned perfectly with what we stand for.
From building the storyline, curating the team, and traveling to Paris, to hosting the launch event — I put everything into it. The biggest lesson? If you really want it and do the work, it’s possible. This is just the beginning.
From concept to curation — what does your creative process look like when building an issue or planning a cover shoot? What anchors you in your vision when the pressure hits?
It starts with the story: What do we want this issue to say? What should people take away from it?
Then I brainstorm possible angles that align with our pillars — fashion, roots, and identity. After that, I dive into research: what’s known, what’s not, and how we can build something meaningful from that. Once I have the concept and title, I build out the visual and editorial direction.
It’s also super important for me to connect with the people we work with. A shared vision and mutual understanding always lead to the strongest outcomes.
Your latest cover story on Danɛ is rich in community, heritage, and storytelling. Why was Danɛ the perfect choice for your first cover?
Our first cover had to reflect what I’AM stands for, and Danɛ was simply the perfect match. As a magazine focused on fashion through cultural influences and strong stories, their message about appreciating your roots and knowing when to change your life truly resonated with us.
Their story is clear, inspiring, and impactful. As a startup fashion brand, they made so much noise that we couldn’t ignore their presence in the fashion scene. Highlighting a story so close to our values gave us the confidence to collaborate early on.
I’AM Archive celebrates culture and community in a very intentional way. How do you approach honoring Blackness, identity, and diasporic narratives within a European fashion context that hasn’t always made space?
Since we operate as a fashion medium rooted in culture, everything we publish is grounded in origins and roots.
As a Black woman myself, working with Blackness in Europe is challenging, but we are definitely here — and with more impact than people realize. It’s about reaching the right people and not underestimating the movements we’re making.
We approach Blackness (and POC in general) as the foundation of what we do and want I’AM to be the fashion space where these narratives come together.
About community… how do you define it beyond the usual marketing talk?
Community is a word often thrown around in marketing, but for us, it’s organic and real, not forced.
We have a clear target audience that feels aligned and seen by I’AM. We engage them intentionally through events, social posts, and articles — creating meaningful connections rather than just using “community” as a buzzword.
What’s something the public doesn’t see when it comes to putting a launch like this together? What behind-the-scenes sacrifices make the magic happen?
Honestly, I wasn’t sleeping much. Lots of long nights to finish the work.
I love what I do and go all in, but it comes with sacrifices — especially in my sleep rhythm. The hustle is real, and while people might think it’s glamorous, it’s a grind. But I’m here for it and fully committed.
As a Black woman leading a platform in the European fashion/media scene, what are the biggest truths you’ve had to navigate? What has been both your challenge and your power?
Being a woman of color often means working twice as hard to prove yourself. It can feel like you start at a disadvantage, but that has never stopped me.
I love breaking barriers and defying expectations. That challenge has also been my power.
What does legacy mean to you as a creative? What kind of ripple do you hope I’AM Archive will leave behind 5 or 10 years from now?
I’AM Magazine is just the beginning.
In 5 to 10 years, we aim to expand into a broad fashion media brand. We want to share our platform globally, highlight many talents, and be a place where people feel seen, heard, and supported.
Our goal is to establish a presence in multiple fashion capitals and keep growing.
Lastly, what’s next?
This year, we’re focusing on strengthening our name with at least two curated editorial covers and physical magazine issues. We’re also planning our first brand film, which I’m very excited about.
There are big and exciting things coming already this year.
Check out I'AM Archive for more on all things Fashion, Culture and Taste!
Rapid Fire with Andrea Mendes
A cover that changed how you saw storytelling?
Two exactly. One was one of the last covers by Edward Enninful for British Vogue before he retired — with 15+ high-profile people flown in for just one day of shooting. What shook me was how genuine he was as Editor in Chief, how all these busy people made time, and how highly they spoke of him. It made me think about how I want to be perceived as an Editor in Chief — always acting from kindness and a genuine heart.
The second was the Naomi Campbell 2024 cover for ELLE NL. It was the first magazine I worked on and completely changed my perception of what happens behind the scenes.
Song on repeat while building I’AM Archive?
I’m an R&B girl at heart, and Trey Songz’s Trigga Reloaded album has been guiding me through it. But I also love my girl Coco Jones — she’s amazing.
One thing fashion media needs to stop doing?
Putting everyone and everything in boxes. Trends, pieces, people — sometimes people forget they are their own unique selves and don’t need to fit into a certain box.
A scent, sound, or food that instantly reminds you of home?
The sound of our dog Denzel. Whenever I visit my mom and he starts barking and gets happy to see me, I instantly feel at home. PS: can’t wait to have my own dog.
Editorial dream collab?
Ib Kamara, the girl group FLO, and Telfar Clemens. Also dreaming of collabs with Edward Enninful or Daily Paper for sure.
When do you feel most powerful as a creative?
When I’m traveling to fashion capitals like Paris for Fashion Week or exploring the fashion scene there. Traveling for work keeps me inspired and opens up my thinking. Also, I’m a night worker, so I’m usually most creative late at night.
The last piece of advice that actually stuck?
Virgil’s words always stuck with me: “Life is so short that you can’t waste even a day to subscribe what someone thinks you can do vs what you can do.”
I’AM Archive in one word right now?
Impactful. This year for us is all about making impact.
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