In the midst of greenwashing and performative activism from corporations, brands like Boutique De Nana that remind us of what ethical and authentic fashion is really all about. Led by Sudanese-Welsh founder and creative director, Yousra Elsadig, Boutique De Nana offers a fresh, trendy take on clothing, especially modest fashion, while maintaining sustainability and philanthropic efforts. Inspired by Elsadig's Sudanese Muslim background, the brand emphasizes the importance of giving back through fundraising and slow fashion.
Since Boutique De Nana's launch in 2016, Elsadig's work has been received. She was featured in London Fashion Week in 2019, nominated as a finalist for Fashion Trust Arabia's ready-to-wear award in 2022, and continues to reach new achievements.
We caught up with Elsadig to chat about the future of fashion for MENA brands, honoring Sudan, and more.
Teen Vogue: When creating Boutique De Nana, why was it important for you to incorporate elements that link back to Sudan both in your designs and philanthropic efforts?
Yousra Elsadig: I always believed that Sudan is the essence of my very being. I feel a strong affiliation and infatuation with my culture and country. I think of it as the “spice” I add to everything I do when it comes to personal style, design and day to practices. Thus, I truly enjoy to subtly pay tribute to my country by incorporating and advocating for my culture through my work whether it is through our campaigns or philanthropic work. This is because I believe in having purpose in everything one does and there is no better purpose than one’s own identity.
TV: What are some nods to your culture and heritage that people may spot in your designs?
YE: Generally, the inspiration is either direct like using traditional fabrics in modern silhouettes, like sportswear and full suits in the Garmasis fabric or I could also just subtly refer to it. This can be like referring to the greenery of Sudan in our collection, which we showcased during Milan Fashion Week or in more recent ones like Collection VII, which was primarily made of reclaimed duchess satin to symbolize the peace I aspire to see in my homeland, Sudan. This collection was showcased as a part of Fashion Trust Arabia finals in Doha, Qatar where I was a finalist in the RTW category. Thus, I make sure the reference is there whether is direct or subtle. Regardless of the magnitude of the Sudanese influence, I always make sure I serve my people through donating a percentage of the profits to those who need help in Sudan.
TV: How did you decide it would be a priority for Boutique De Nana to practice and promote ethical and sustainable fashion?
YE: I’ve always practiced sustainable and ethical ideals as it is the core of the religion of Islam. Our religion urges people to be ethical in human interactions, and with animals and plants. It also urges us to be responsible Earth inhabitants by not creating any waste, not overusing water, recycling and reusing items. However, my British fashion mentor Sarah Valentin had a huge part in teaching me the basis of what I needed to know regarding sustainable fashion, and it was the beginning of my ongoing quest for these practices. Thus, it was essentially a perfect marriage of my own ideals and this type of good fashion.
TV: Boutique De Nana is still acclaimed for its fun and fresh feel. How do you continuously find inspiration for that?
YE: My brand is reflection of my own personality and style. Thus, it is natural for me for maintain this feel. I vowed to make the BDN woman experience the fun I aspire to sprinkle everywhere I go. I love reflecting the beauty of culture to those who might not know much about it. My brand is my canvas where I get to draw and depict any story I want to tell. I want to be able to acquaint those who have no experience about certain aspects or parts of the world in a very subtle, natural yet fun way. Also, when someone wears BDN, they should not only look fun, but also feel great about advocating about forgotten issues around the globe in an ethical and sustainable way.
TV: What’s next for Boutique De Nana?
YE: Fruits. Sports. It's our newest campaign. It is about showcasing the importance of culture in sports. It is also about celebrating those forgotten heroines who aspire to be athletes but can’t be due to their commitments to their families. It is always men who get the spotlight, but it is my aim to shed some light on the ladies who need support in sports especially ethnic women. I will also be releasing a new fun and more laid-back line of styling pieces like bows, turbans, statement glasses, and brooches, which are my signature styling pieces. It will be a sub-section from BDN called "Bows and Bobs by BDN" and will be available via my styling page: @styled_by_yousra with styling tips.
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TV: What inspired you to upcycle vintage Adidas jerseys with Sudanese fabrics for the new campaign?
YE: Before the war, I would source Garmasis traditional fabric from local widowed and single mothers in Sudan. However, due to the war, I am no longer able to do so in large quantities. Thus, I’ve had to discontinue a lot of our signature pieces due to the lack of supply. I’ve also wanted to pay tribute to cultural ladies who had dreams and aspirations to pursue sports, but they were tied in traditional roles and jobs.
TV: How did you go about sourcing the jerseys and fabrics?
YE: The traditional fabrics are left over material from previous collections. I stay away from generating waste, so I have a bank of a range of materials. Thus, I wanted to reuse and repurpose them using a zero-waste concept. Moreover, I have sourced the jerseys from local vintage shops and online shops. I wanted to pay tribute to Sudan once again by using the Garmasis fabric despite the war taking place back home.
TV: What’s a message you hope to convey with the campaign?
YE: The aim of this campaign is to advocate for the importance of incorporating and embracing culture in sports. It is also to celebrate ladies who sacrificed their dreams to pursue what some cultures deem “unnecessary” like playing sports to support their families. In this case, we showcased a fruit seller who always dreamed of playing football and fights her thoughts to finally take a leap of faith and pursues her dream. It is also to use my voice as a Sudanese designer to shed light on my beloved country Sudan, which is undergoing war. I would like to advocate for this cause, thus, I wanted to appeal to those who may only understand stories that are narrated in ways like the art of fashion design. I believe that I have a message and so I am using my brand to convey it.
TV: What’s your vision for the future of Middle Eastern and North African fashion?
YE: I would like brands in the Middle East and North Africa to focus more on issues in the region. It is crucial to use their brands to advocate for issues that are forgotten, like poverty, girls’ education, and most importantly, countries who are suffering silently on their own. If we unite and use our fashion brands to raise awareness in that region, we will be unstoppable. This is because the consumer nowadays is more aware of world issues, and they can utilize this power to make or break brands. Thus, if we join forces with our consumers, we can fight for our people through our brands.
TV: Anything else you’d like to add?
YE: I just want to kindly urge the world to do their part to learn and lend their voices to those underprivileged individuals around the globe. The support can be indirect or as little as wearing an ethical brand that serves issues that need attention like reducing waste [and] supporting girls’ education and victims of natural disasters and wars. I also hope and aspire to see peace around the globe in countries that are immensely suffering.
