A Celebration of Ethiopian Culture and Modernity: Inside Dana Design Fashion Brand

In Ethiopia, the fashion industry continues to grow and the fashion revolution is taking place. At the helm of this movement is Dana Design, a brand that has captured the essence of the country's rich cultural heritage and masterfully infused it with contemporary aesthetics. Led by the visionary CEO and Creative Designer, Nuhamin Tarfe, Dana Design is redefining what it means to showcase one's roots on the global fashion stage. 

CEO and Creative Designer of Dana Design Nuhamin Tarfe at  East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

The story of Dana Design began with Nuhamin's profound appreciation for the intricate traditions and artistry that have been woven into the fabric of Ethiopian society for centuries. Growing up in a family that valued preserving cultural identity, she found herself drawn to the intricate patterns, vivid colors, and symbolic motifs that adorned traditional Ethiopian garments.

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"From a young age, I was enamored by the storytelling power of our traditional attire," Nuhamin reminisces. "Each design, each embroidery, each color held a rich narrative that spoke of our ancestors' journey, their beliefs, and their connection to the land."

It was this deep reverence for her heritage that inspired Nuhamin to embark on a journey to create a fashion brand that would not only celebrate Ethiopia's cultural tapestry but also elevate it to new heights. Thus, Dana Design was born, its name derived from the Amharic word "dana," meaning "footprint" – a testament to Nuhamin's vision of leaving an indelible mark on the fashion world. 

A collection made by Dana Design  showcased at East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

Dana Design's collections are a masterful fusion of age-old Ethiopian craftsmanship and contemporary design sensibilities. Each piece is a harmonious blend of traditional techniques, such as intricate embroidery, handwoven textiles, and natural dyes, combined with modern silhouettes and cutting-edge construction methods.

"Our goal is to create garments that pay homage to our ancestors while resonating with the modern, global citizen," Nuhamin explains. "We want our pieces to be a bridge between the past and the present, allowing individuals to wear their cultural pride with confidence and sophistication."

A collection made by Dana Design  showcased at East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

What truly sets Dana Design apart is its commitment to preserving and promoting the time-honored techniques of Ethiopian artisans. Nuhamin and her team work closely with skilled weavers, embroiderers, and dyers from various communities across the country, ensuring that traditional methods are not only celebrated but also passed down to future generations.

"We believe that fashion has the power to preserve cultural legacies," Nuhamin states. "By collaborating with local artisans and utilizing their expertise, we are not only creating exquisite garments but also supporting sustainable livelihoods and empowering communities."

Dana Design's dedication to sustainability extends beyond its commitment to artisanship. The brand prioritizes the use of eco-friendly materials, such as organic cotton, natural dyes, and recycled fabrics, minimizing its environmental footprint while maintaining the highest standards of quality and craftsmanship.

The collections made by Dana Design were showcased at East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

“Sustainability starts thinking about what materials are we using. How are we using them? Do they have an impact on our environment? But the most we look into our culture to bring back some of our traditions to sustain our culture as well as sustain our planet” says  Nuhamin

Dana Design's unique blend of cultural pride and modern aesthetics has not gone unnoticed in the fashion world. The brand's pieces have graced prestigious runways, captivating audiences with their stunning beauty and profound storytelling.

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In 2024, Dana Design made a remarkable debut at the East Africa Textile and Leather Week 2024 in Nairobi, Kenya, where Nuhamin's creations left a lasting impression. During an interview with RCFS's MEDIA, the designer shared the inspiration behind her label's name, saying, "My design is called Dana, which means 'footprint' in my own mother language. I am mixing both traditional and modern to come up with something unique."

CEO and Creative Designer of Dana Design Nuhamin Tarfe at  East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

Nuhamin's words resonated deeply with fashion enthusiasts and cultural ambassadors alike, sparking a widespread appreciation for the brand's ability to bridge the gap between tradition and modernity seamlessly.

As Dana Design continues to captivate audiences on the African continent, Nuhamin's vision for the brand remains steadfast: to showcase the beauty and diversity of Ethiopian traditions while pushing the boundaries of modern fashion design.

"Our journey has only just begun," Nuhamin affirms. "We are committed to continuously exploring new ways to blend our cultural roots with contemporary aesthetics, creating garments that are not only visually stunning but also deeply meaningful."

A collection made by Dana Design fashion brand based in Ethiopia [PHOTO DANA]

With each collection, Dana Design invites the world to embark on a cultural journey, one stitch at a time. Through their breathtaking creations, they remind us that fashion is not merely about adorning the body but also about celebrating the rich tapestry of human heritage and storytelling.

In the ever-evolving landscape of global fashion, Dana Design stands as a beacon of cultural pride and innovation, inspiring designers and fashionistas alike to embrace their roots while daring to reimagine what the future of fashion can be.

Traditional connection with Malian "Med Art".

Nuhamin Tarfe says that the angels of Mali represent a brave man who has no fear [PHOTO TALLAM]

This is one of the examples of her work that Nuhamin presented in Nairobi. Nuhamin, who explained that she wanted to create a cultural connection, included the angels of Mali, which are said to be more than 1000 years old, in her works in black. "This is because the contrasting colors stand out well on the white dress," Nuhamin explains why she decided on only the two colors. In ancient times, the Malays used mud collected from river banks and stored for a long time to make angels with different interpretations in their handicrafts.

A collection made by Dana Design  showcased at East Africa Textile and Leather Week 2024 in Nairobi, Kenya [PHOTO DANA]

Nuhamin's clothing designs are not only integrated with the historical angels of Mali but also simple and modern like Ethiopian traditional clothing. This helps the traditional clothes to be durable, says Nuhamin. "This dress is so Ethiopian. In an interesting and unusual way; I am doing the job of making them wear everyday, office, entertainment places, parties.

THE RCFS'S MEDIA