A brand that describes themselves as a 'super team that brings a customisable platform tailoring futuristic outfits using contemporary African textiles' has become one to watch in the dying world of originality. Birthed by Lebanese-Ivorian creative, Rym Beydoun, the culturally relevant brand has taken heavy reference from the explosive and triply visuals of motocross racing in Cote d'Ivoire, an aspect that strongly represents the brands DNA. A passionate palette of prints presented in a paradox of experimental graphics, Beydoun merges 21st century unconventional fashion with her ethnic roots through tones, textures and the unparalleled cuts of the garments, from knee high slites to box stomach cut outs. Flirting with modernist impulses, the pieces maintain it's connection to it's chosen culture of West Africa as seen on their digitalised inspiration board of Instagram; a scroll worthy page that captures usually deserted architectural references and old school mosaic prints.
The Central Saint Martins graduate narrates her brand as being a platform to introducing a more alternative way of dressing "We created it to communicate the West African way of dressing; in giving a wider audience the possibility to experiment a traditional form of fashion without being physically present in the country and Super YAYA comes in as a platform where culture can be exchanged and experimented in many ways."