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5 Reasons Why Efro & Co Is Becoming The Talk Of Global Fashi
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5 Reasons Why Efro & Co Is Becoming The Talk Of Global Fashion

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Images from: efroandco.com

Efro & Co, the Afro-Sudanese brand, rooted in United Arab Emirates, is raising its bar in the global arena to becoming a uni-sexual fashion statement

Text Credits: Vishakha Menon

Stylist and fashion journalist Dina Yassin has diversified into nurturing her own clothing line called Efro & Co. In a short span of time, the brand has risen from its stance due to its uni-sexual approach, fusion qualities and much more. Here is what led to the successful endeavour of this brand.

Roots

The 40 year old Dina Yassin, having almost 15 years of experience in the fashion industry, took three years to build up Efro & Co. This brand is deeply rooted in their values regarding sourcing and manufacturing. The fabrics are sourced from different parts of the continent and she considers it as a responsibility to bring up the local skilled artisans into the fashion front and make them feel as if they are a part of the family. The fabrics like organic striped plaid, organic handwoven cotton, creamy pure silk, and other organic materials are sourced from local artisans in and around East Africa.

Travel stories

“Tanzania ignited our imagination. It surprised us at every turn and we can’t wait to visit again,” says the Efro team. The Tanzanian tales of this brand have brought more clarity in its identity of how the brand wanders for a reason. The explorative approach of the brand of visiting places, collecting fabrics, meeting and collaborating with artisans defines their vision.

Personal style

Efro & Co encourages private styling and interactive social media connect. Their individual style space in their website encourages a personalised collection of different people around the globe to come up with a style pertaining to their choice and identity. This platform has spurred up a positive aura to embrace one’s identity and break all the style rules.

Culture mix

This Afro Sudan brand has a unique blend of cultures from UAE and East Africa. “My aesthetic is spirited, global, and imbued with a unique vitality,” says Dina. The culture mix of the pop and street of the African communities with that of the traditional East African elements has been personified in their collections.

Affordability

Along with sustainability and rooted heritage, affordability took a step forward in showing it a bigger picture. It has created a reason further for the voice of this brand to go around the globe. This has become the reason for the brand to reach out to the masses.

Dina’s parents met and got married in Ethiopia. She was born in Sudan and raised in UAE. Having to experience such a cultural transformation, she figured out her boon and imbibed her values in this brand that reflects a global synergy.

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Bridal Guide: Top Bridal Fashion Trends of 2025

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Bridal fashion in 2025 is all about redefining tradition with a touch of modern flair. Whether you’re planning your big day or just love bridal style, here’s a quick look at this year’s top trends.

1. Modern Lehengas

Traditional lehengas get a fresh upgrade with 3D florals, bold shades like mauve and emerald, and rich fabrics like velvet. Expect classic silhouettes with unexpected color and texture combos.

2. Satin Minimalism

Sleek satin gowns are in. With clean lines, off-shoulder cuts, and subtle details, they radiate elegance for brides who prefer understated glam.

3. Sarees, Reinvented

Think tulle, organza, ruffles, and structured blouses. The timeless saree is going experimental — and it’s stunning.

4. Sustainable Bridal Wear

Eco-friendly fabrics, recycled embellishments, and upcycled jewelry are gaining traction, combining beauty with conscience.

5. Vibrant Color Palettes

Brides are ditching reds for lavender, emerald, and blush tones. Layered hues bring personality and vibrancy to the aisle.

Bridal Style, Reimagined
2025 bridal fashion is bold, elegant, and deeply personal. Whether you’re leaning classic or contemporary, this year is all about owning your bridal moment — your way.

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The Year of Statement Hat

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When Anya Taylor-Joy stepped out at this year’s Cannes Film Festival in Jacquemus’ Le Chapeau Bomba, a delightfully oversized raffia hat it was clear that this accessory had become the season’s ultimate statement piece. The fall 2024 runways echoed this sentiment, with Chanel and Prada showcasing hats as the new must-have. Think of Sarah Jessica Parker’s oversized Maryam Keyhani creation, worn on the set of And Just Like That… earlier this year, or Margaret Qualley donning Chanel’s nautical style at Cannes. These hats are for the main characters who command attention, making a bold statement long before you arrive.

Altuzarra’s fall 2024 collection featured boxy headpieces on some models, each designed to evoke a specific character. “It was about finding joy in wearing a complete look, fully embodying a character,” explains designer Joseph Altuzarra. Interestingly, this was the label’s first foray into hats beyond casual knit and woven styles. ‘We didn’t plan to sell them,’ Altuzarra admits, ‘but they ended up being a hit.

Similarly, milliner Gigi Burris O’Hara has experienced a surge in demand. Although she launched her brand, Gigi Burris, in 2012, she only opened her first store late last year. “During leaner times, when people become more selective with their spending, they seek joy in thoughtful purchases,” she explains.

After years of embracing a more casual style, we’re now gravitating toward all things expressive. Maximalist content creator Sara Camposarcone has been embracing pieces from small brands like Potion23, renowned for its whimsical, witchy hats. “I feel like I can now wear bolder headpieces that complement my extravagant outfits,” Camposarcone shares. “Since discovering vintage fashion, I’ve developed a passion for finding great vintage pillbox hats or a 1920s fascinator.”

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The Iconic Bags and Their Names

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Handbags are more than just functional accessories; they are statements of style and symbols of status. Over the years, several handbags have achieved iconic status, becoming synonymous with luxury and timeless fashion. Here’s a look at some of the most iconic bags and the stories behind their names.

Hermès Birkin

Origin: The Birkin bag was born from a chance encounter between actress and singer Jane Birkin and Hermès CEO Jean-Louis Dumas on a flight in 1981. Birkin mentioned her struggle to find a perfect weekend bag, leading Dumas to design a bag tailored to her needs.

Icon Status: The Birkin is known for its exclusivity, craftsmanship, and high price tag. It has become a symbol of wealth and luxury, often with a waiting list of years.

Chanel 2.55

Origin: Created by Coco Chanel in February 1955 (hence the name), the Chanel 2.55 was revolutionary for its time, introducing the concept of a shoulder bag, freeing women from the inconvenience of clutch bags.

Icon Status: With its quilted leather, chain strap, and distinctive CC lock (added in the 1980s by Karl Lagerfeld), the 2.55 remains a timeless piece, beloved by fashionistas worldwide.

Louis Vuitton Speedy

Origin: Introduced in the 1930s, the Speedy was designed as a smaller version of the Louis Vuitton Keepall. It became particularly popular in the 1960s when Audrey Hepburn requested a smaller version, leading to the creation of the Speedy 25.

Icon Status: Known for its classic monogram canvas and practicality, the Speedy is a versatile bag that has remained a staple in the fashion world for decades.

Dior Lady Dior

Origin: First presented in 1994, the Lady Dior bag was initially known as “Chouchou.” It gained its iconic status when Princess Diana was photographed with it in 1995, leading to its renaming in her honor.

Icon Status: The bag’s signature cannage stitching and dangling Dior charms make it instantly recognizable. It’s a favorite among celebrities and royalty, symbolizing elegance and sophistication.

Gucci Jackie

Origin: Originally called the Fifties Constance, this bag was renamed the Jackie after Jackie Kennedy was frequently photographed carrying it in the 1960s.

Icon Status: The Jackie bag’s hobo shape and piston strap closure make it a timeless piece. It has seen numerous revivals and remains a classic in the Gucci lineup.

Prada Galleria

Origin: Named after the historic Prada boutique in Milan’s Galleria Vittorio Emanuele II, the Galleria bag epitomizes the brand’s heritage and craftsmanship.

Icon Status: With its clean lines, structured shape, and Saffiano leather, the Galleria bag is a symbol of modern elegance and understated luxury.

Fendi Baguette

Origin: Designed by Silvia Venturini Fendi in 1997, the Baguette was named for its shape, resembling the French baguette loaf, and designed to be carried under the arm.

Icon Status: Popularized by its appearance on the TV show “Sex and the City,” the Baguette became a must-have accessory, famous for its countless variations in colors and materials.

Balenciaga City

Origin: Introduced in the early 2000s, the Balenciaga City bag, also known as the Motorcycle bag, was designed by Nicolas Ghesquière. Its casual yet chic design quickly gained a cult following.

Icon Status: Known for its slouchy silhouette, distinctive hardware, and tassels, the City bag became an icon of the 2000s and continues to be a beloved piece.

These iconic bags have transcended fashion trends, becoming enduring symbols of style, craftsmanship, and luxury. Each bag tells a unique story, adding to its allure and making it a coveted piece for fashion enthusiasts around the world. Investing in one of these iconic bags is not just about owning a stylish accessory but also a piece of fashion history.

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