Yousra Elsadig brings her modest style to LFW
An independent showcase of emerging designers held during London Fashion Week, Fashion Scout once again lived up to its name — scouting out and presenting talented designers from across the globe from Feb. 15-17.
Arab News went along to a showing by a UK-based designer Yousra Elsadig, whose Boutique De Nana collection paid tribute to her former home country, Sudan.
“I am trying to depict the beauty of my homeland. It’s so heartbreaking to see what’s happening in Sudan. I want to dedicate this collection to my country and to put the focus on freedom, justice and peace,” she said.
Elsadig, who was named “Woman of the Year” by Barclays in 2017 and “Designer of the Year 2016” by the Modest Association of London, designs for women who want to dress modestly, but with imagination and style.
“The modest element is very important to me — women can be beautiful, feminine and modest,” she said.
Her designs have a simplicity, charm and quirkiness that comes partly from the use of recycled fabrics, as sustainability is a key message she wants to get across.
Elsadig is unusual in combining her designer role with a full-time degree in optometry. In fact, the day before her LFW show, she sat for an exam and then drove from her home in Wales to London.
She is also the mother of two young girls, but if that’s a lot to juggle it doesn’t show. She was a bundle of warmth and energy backstage — calmly briefing the models.
Her family left Sudan when she was very young and she grew up in Canada. Her family then left Canada to live in Wales in the UK.
It was in Cardiff that she met her mentor, designer Sarah Valentin, who was teaching community sewing and textile classes with a special focus on recycling and sustainability. Valentin said she is thrilled to see Elsadig achieving such success.
“I saw her potential and creative ideas. It’s incredible that she is showing here at London Fashion Week. I’m so proud of her,” she said.
As the models moved gracefully through the room, the clothes gave off a sense of confident, graceful and highly individual style — perfect for the modern, modest woman of today.