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Yousra Elsadig
Fashion Designer
Tell me a bit about yourself? Background, where you live? How long, family?
My name is Yousra Elsadig, a multi-award-winning Sudanese fashion designer, wife, mother of two, and a health care provider specialising in eye care. I’ve lived in Cardiff for about 12 years after moving from Canada to do my specialising second degree at Cardiff University. I come from a family of health care professionals, my brother is a doctor, sister is a dental surgeon and other siblings are in social care. My mother is a former lawyer who sacrificed her career to raise us, and my father was an entrepreneur who specialised in export and import. I was born in Sudan but lived in Egypt for a few years before moving to Canada where I did my secondary school education and first Degree at the University of Toronto. Nonetheless, I am now settled in Wales with my Husband Ahmed who specialises in banking and two daughters Najiah, 12 and Nibras who is turning 11 in June.
What inspired you to get into the world of textile?
I’ve always had an outlandish style and loved mixing and matching styles. I was always playing dress up with the remnants from father’s shipments of textile from Syria and Egypt. I was always lost in the world of creating something out of nothing. In Canada, I never followed the “urban clothing trend” in the early two 2000’s like my high school mates. I would be looking for odd pieces in Indie boutiques and thrift shops before this was a thing. I had my own style and was even bullied for it. But I would say when I was 16 I designed my own high school graduation dress because I couldn’t find a modest style that suited me in the high street. My aunt made it for me and it was a beautiful oriental-inspired number.
What achievements you made so far?
My biggest achievement is being “an inspirational mother” to the most beautiful, well-behaved and bright little girls who I am sure will be leaders in their chosen fields one day, God-willing. Also, the fact that I am able to inspire not only them, but little girls and women who are told or are expected to follow a specific path that was set by their families and the society around them. Moreover, I’d say the fact that I obtained my two degrees from rather prestigious universities, the University and Cardiff University respectively. Additionally, I would say the awards I’ve accumulated since I started my journey in fashion Design. So far I have achieved:
•Fashion Entrepreneur of the Year Finalist in Wales 2015
•Modest Fashion Designer of the Year by the Modest Fashion Association of London 2015 •Best New Business Nominee by the Regional Awards 2016
•Best Designs in the Middle East by world-renowned Emirati Designer Mona Al-Mansouri 2016
•Most Inspirational Female Student in the UK by the TAB 2017
•Woman to Watch by Barclay’s 2017
•Best Designer Nominee by Black British Entertainment 2017
•Best Fashion Designer Nominee by British Muslim TV 2019
•Fashion Trust Arabia Ready-to-Wear Finalist 2022
Why is it important to have equity in the fashion industry?
It rather important because raw and authentic people need to see those who look just like them make it in the fashion industry. It is crucial for little girls in villages somewhere in Africa to dream big and go for the very dreams they were told they could not pursue based on the “cookie-cutter” representation in the fashion industry. I want people who are darker, with head scarves and who aren’t a size 8-10 to be in rooms where they have never been before. I want to pave the road in fashion design and represent my family, culture and religion.
Where do you want to see your brand?
I’d like my brand to have a global impact first and foremost by achieving our social goal as well as obviously being placed in major retailers like Harrods. I see it, I’ve written it down and I believe it will happen one day InshAllah. I’d like to create ethical fashion with a global impact.
What have been the challenges?
The challenge has been to convince everyone around me that it is attainable to have dreams and aspirations in more one than one area and to excel in each. Those dreams are usually instilled in the person’s brain and no one around them can comprehend the reasoning behind them. Thus, it is quite the challenge for us women with many visions to convince people with our “unconventional goals.” But once you achieve major milestones in each area, they will slowly come through.
What advice do you give someone wanting to follow this route?
Self-belief is rather crucial, coupled with patience, persistence and passion. This is my own recipe to encounter obstacles and to prosper in the route I chose to follow.
How would you describe your style or designs?
I design luxurious modest sustainable impactful fashion for trailblazers and women who would like to make statements and defy limiting societal rules. I’d like to enable women who dress modestly to always feel red-carpet ready. They can also feel good not only because our designs are made with ethical ideals, but we donate a percentage of our profits to global issues we feel strongly about. With BDN, one can look good and feel even better.
Can you explain the process of making your pieces, inspiration and how you choose the material?
I am a very visual person so the whole process takes place in my mind. Also, I am usually inspired by the beauty and richness of culture. Colours, texture and authenticity make me inspired to showcase my design story to the world. The journey from being inspired by a small bead and for the whole collection to be showcased to the best designers in the world and to Arab royalty in the middle East is a story worth telling. Moreover, I tend to merge cultures in my work, by bridging cultural gaps through the art of fashion design. I also use my designs to break stereotypes and to advocate for inclusion in the fashion industry. I use my artistic skills to draw or portray any story I need to tell to the world.
If you could dress anyone, who is it and why?
I dream of dressing HRH The Princess of Wales- Princess Kate. I am aware that she is always supporting local, sustainable brands and my brand fits her taste and ethical ideals. I’ve always associated our modest designs with royalty and trailblazers, and it would be my absolute pleasure to dress her.
What is your BIG dream with your brand?
I’d ideally make profit whilst creating a global impact.
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Being short-listed as a RTW finalist by Fashion Trust Arabia was definitely a career highlight. I was able to take a collection to Doha before the World Cup and showcase it to designers like Olivier Rousteing of Balmain and Pablo Valentino. I was told that I am special by Olivier and Paula Abdul from American Idol. I sat next to Janet Jackson and posed in Photos with Naomi Campbell and Bella Hadid. Getting my name mentioned as a finalist in that room with Arab Royalty and A-listers was the assurance that I needed from Allah (SWT) that I am on the right track. It was a sweet reward from Him for my hard work and resilience.
This is what I envision for BDN. Can you explain the most important component or personal skill required to be an entrepreneur?
The most important component and or personal skill required is good intentions, coupled with what I call the triple P’s, which are passion, persistence and patience without them, it is hard for anyone to face obstacle and can easily give up.
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