For this month's "Designer of the Month", I had the pleasure of speaking to Yousra Şen, a Tunisian fashion designer who has taken the fashion scene in East Africa to the next level with her brand Y O U S R A Ş E N.

Yousra Şen founded her label in 2015, and her first collection 'Mizyana' was launched in Kampala, Uganda. It included a variety of kimonos and beachwear, detailed with both Tunisian and East African embroidery. The collection was admired in different East African countries, including Kenya, Rwanda, and Uganda.

Named Mizyana, the collection did a few pop-ups accompanied by Bold in Africa. These included Nikki's House in Maianga Luanda, Angola, in June 2015, The Bold Tour in Johannesburg, South Africa, in June 2015, and The Bold Tour in the House of Tayo, Kigali, Rwanda, in 2015. The collection also appeared at Coterie NYC in Javits Center New York in September 2016, the International Trade Center in Antananarivo, Madagascar in November 2016, and A Different Booklist in Toronto, Canada, in June 2017. 

In July 2015, the brand contributed to the successful Campaign 100 DAYS OF AFRICAN FASHION, set out by the African fashion enthusiast and media personality Diana Opoti.

Now, let's dive into our interview with Yousra and learn more about her unique style and commitment to ethical and artisanal production that sets her apart in the fashion industry.

Who is Yousra Şen?

I am 37 years old and originally from downtown Tunis. I lived in Tunisia until age 16 and then moved overseas with my family. I've lived in various countries, including Libya, Uganda, and Kuwait, and I currently reside in Turkey. My life experiences have shaped me into someone who is constantly seeking personal growth and learning opportunities.

I value tolerance and strive to live a non-judgmental life. As a mother, love is at the core of everything I do. We are all like seeds, and our differences are a result of how we've been nurtured and cared for. I am a sun chaser, passionate, and deeply spiritual.

When and how did your love of fashion first begin?

My father was a shoemaker who lived in Italy; therefore, I was close to handmade gloves and leather products. He had a great sense of style, loved fashionable handmade clothing, and was often attending events. My aunt worked in textile factories too and would tailor similar outfits for us to match. These small details sparked my passion for fashion. We often enjoy thrifting and finding unique pieces at fripperies. I even use shoes and accessories from these thrift stores for my shows. 

What would you say about your current fashion style?

Fashion has always been important to me. Growing up, I wanted to be fashionable and trendy. But as a mother with practical needs, my style has become more functional. For outings, my attire depends on my mood, but I always have a one-piece kimono or envelope dress to throw on. My favorite items are my kimonos; I have one for every occasion. As I get older, I also feel a deep connection to Tunisian pieces that remind me of home. Every piece of organic clothing holds a memory for me, whether it's a Kitengi from Africa or apart from Tunisia. 

Tell us about your fashion design career so far

I gained an interest in fashion while working at United Fashion in Libya, where I was exposed to fast fashion brands. After moving to East Africa with my husband, I was inspired by the diversity of fabrics and created the successful Mizyana collection of handmade kimonos featuring Tunisian embroidery and fabric. Although the pandemic delayed my plans, I was invited to participate in Fashion Week Tunisia in 2021 and 2022.

What is the story behind your company?

I started my first collection, 'Mizyana,' which means beautiful in our Tunisian Dialect. It was my first creation and love; I wanted women to feel special and beautiful.

When I returned to Tunisia, I wanted to register my business under the name Mizyana, which was my trademark in Africa, but unfortunately, it was already taken. I had to switch to using my name instead. However, we are still known as Mizyana, and I still include it on the organic clothing tag.

What message or feeling do you want to convey with the clothes you create?

The inspiration behind my collections has always been to find new ways to respect local fabrics and African craftsmanship. I strive to merge traditional techniques and thoughts with modern sensibilities, shedding light on the beauty of traditional materials. While some have suggested that I move away from Tunisian fabric and focus on more modern fabrics from Turkey, I trully believe there is still so much to explore and experiment with when it comes to Tunisian fabric, such as harem. As a designer, I value slow fashion and craftsmanship. We must strive to create less waste in production and appreciate the value of traditional fabrics and techniques.

How did you go about coming up with the new collection?

Inspired by my participation in Tunisian Fashion Week in 2021 at Tozeur and the filming location of Star Wars at Chot Jrid, my latest SS22 collection incorporates elements from the traditional Safsari worn in the Sahara. It features expensive Kutnu fabric in a minimalist fashion style. The creation also includes the Fouta and Blouza with gray braids, reflecting the African tradition of mixing different handmade clothing styles. My designs embody a free spirit and pioneer mindset, always seeking new ways of thinking outside the box. One ensemble highlights the expensive and rare Kutnu fabric previously used during the Ottoman Empire. Despite coming from a small town and modest household, I have constantly been exposed to these fabrics and wanted to bring this feeling of royalty to the public. I am committed to pushing boundaries and creating unique pieces that reflect my style and vision.

What's your production and sale strategy?

I use Tunisian fabric, and I am committed to ethical production. I work with suppliers who provide eco-friendly materials and ensure reasonable working conditions for everyone involved. I want to create unique, sustainable fashion pieces and value the importance of craftsmanship. My journey has helped me to grow and appreciate the world, and fashion should reflect our personality and values.

My clients are mainly foreigners, ex-pats, or Tunisians living abroad who appreciate the culture and heritage that comes with these fabrics. The artisan community needs more support, as production is limited and a dying industry. I'm selling my collection in East Africa, slowly but steadily building a unique clientele. I'm now focusing more on the business side of things, while still maintaining my creativity. In Tunisia, my audience is small, and I typically ship custom-made pieces upon request. I'm working on collaborating with a concept store in La Marsa and may have some available parts next week.

What can we expect from you soon?

I'm considering entering the Turkish market, but I wasn't ready this year when I was invited to Istanbul fashion week, as my entire collection had already sold out. However, I'm planning to be fully prepared for next year. I'm interested in incorporating more Turkish and Tunisian fabrics into my collection, particularly the traditional Kutnu material that is rarely used.

I'm open to collaboration and expanding my business; however, I'm somewhat selective when taking on new projects. It's vital that the people who wear my collection feel connected to the pieces and share a similar mindset. I'm committed to producing my collection sustainably and ethically while maintaining my unique style. We must support sustainable fashion trends like slow fashion to save our suffering ecosystem. This approach will lead to long-term success and customer satisfaction. It's significant to me to ensure that production is done responsibly, focusing on quality over quantity. Thankfully, my husband is very supportive of my business endeavors and has a lot of helpful insights.

Where do you see the brand and yourself in five years?

I'm interested in expanding my business beyond Africa, where I've already established a firm foothold and understand the market demand and supply well. I'm now looking to explore other markets and sustainably spread my brand. I want to maintain ethical standards and ensure our products are produced responsibly. This includes offering our products in malls and other retail spaces.

What advice can you send to young aspiring designers?

Integrity is key. While we often look to Pinterest and other sources for inspiration and trends, it's essential to maintain our unique style and not simply copy others. Being true to ourselves and having a distinct identity is influential in the long term, even in a fast-paced market. By adding our personal touch and staying true to our ethical standards, we can create a unique brand that stands out. In Turkey, where I have lived for a year and a half now, many mass producers mimic fashion runway trends. My final advice is to be different and let your individuality shine.

Yousra's unique style and commitment to ethical production have set her apart in the fashion industry. Her commitment to slow fashion and awareness of art and craftsmanship is reflected in her production strategy, which emphasizes eco-friendliness and reasonable working conditions for everyone involved.

With her versatile pieces made from soft cotton and organically dyed wool, detailed with intricately braided cotton strings and leather straps, you can easily transition from season to season. 

Her designs are at Villa Shiva, Bold in Africa Concept Stores, and Atelier Fleuri in La Marsa. You can also place custom orders for limited pieces that can be shipped. Take advantage of the chance to own one of these unique and sustainable pieces that truly reflect the beauty and heritage of North African culture.