Dana Tomić Hughes


VOGUE Living Australia - - VLife - @yel­low­trace

best known as the founder of Yel­low­trace, the award-win­ning, go-to Aus­tralian de­sign blog.

When Dana Tomic´Hughes set out to launch Yel­low­trace eight years ago, she had no idea how big it would be­come. “It was a pas­sion project,” she says. “It took time to find my own voice — writ­ing as you talk went very much against the rules of de­sign writ­ing, es­pe­cially back then.” She was a prac­tic­ing in­te­rior ar­chi­tect at the time, so named the site after the Yel­low­trace pa­per she used day-to-day. “The sketch­ing phase,” she says, “is where most of my ideas and con­cepts were born.” Tomic´ Hughes be­lieves that women of­fer some­thing unique to the in­dus­try. “Women are gen­er­ally more driven by their gut, which taps into the emo­tional, com­pas­sion­ate, in­tu­itive way of mak­ing de­ci­sions.” She sees a bright fu­ture for women in de­sign. “I can­not wait for the time when we don’t need to have gen­der con­ver­sa­tions,” she says. “This is when we will know ev­ery­one is truly equal.”

Roly Poly chair by Faye Too­good

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